Baloise:
Optimizing websites and
editorial processes with
gen AI

Baloise, a Swiss financial service provider, partnered with IBM iX to enhance its website performance with the help of generative AI to deliver a better user experience and increase sales for their online products

The need of improvement

important numbers

In today’s digital landscape, a website is often the first point of contact between a brand and its customers. And in 2022, as part of a comprehensive rebranding, Baloise decided to transform its website and give a facelift to the associated Scout app. With many of their websites lacking adequate meta descriptions, the challenge for Baloise was creating a smarter, more user-friendly online presence that drives engagement and conversions.

Better user experiences drive better business results

To increase the click-through rates (CTR), SEO ranking and content relevance, Baloise integrated generative AI (gen AI) into the editorial process of their website’s content development. Gen AI assistants created high-quality meta descriptions with targeted keywords on all content to help users find more relevant information that improved their website experience — all delivered with a more efficient editorial workflow.

Live gen AI integration

This game-changing process improvement for Baloise happened through a live implementation that used an assistant interface directly in the content management system, Magnolia. This let Baloise editors independently make any necessary adjustments.

Meta descriptions in different languages are now easy to generate with a country-specific adaptation of the prompts. And all Baloise national companies can create descriptions suitable for their purposes.Thanks to a partnership with IBM iX that delivered new efficiency in their editorial workflow and higher quality meta descriptions, Baloise’s website now has an advanced user experience and higher ranking on search engines.

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