ams OSRAM a global leader in optical solutions, is driving innovation at the intersection of sensing, illumination, and photonics. Operating across diverse industries and markets, the company is committed to delivering high-quality, consistent, and scalable product experiences worldwide.
To achieve this, ams OSRAM leveraged STEP, Stibo Systems’ trusted intelligence platform, to transform its fragmented data landscape into a unified, AI-enabled ecosystem that powers global growth and customer engagement.
The challenge: Managing complexity at global scale
After a series of mergers and acquisitions, ams OSRAM encountered a fragmented product data landscape characterized by:
- Parallel on-premises and cloud implementations of STEP across business units
- Increasing integration complexity across enterprise systems
- Manual, time-intensive translation workflows for 15+ countries and 10+ languages
These challenges limited scalability, slowed time to market, and made it difficult to deliver consistent, high-quality product experiences.
The transformation: a unified data backbone with STEP
ams OSRAM implemented a strategic transformation centered on STEP, establishing a scalable and governed foundation for its global product data. The transformation involved three key phases:
1. Consolidation into a single cloud-based foundation
- Unified multiple STEP implementations into one centralized cloud-based master data management (MDM) platform
- Established a single source of truth for product data across all business units
2. Building a connected enterprise ecosystem
- Integrated ERP, CRM, PLM, DAM, WCMS, InDesign and more into STEP for a seamless content supply chain
- Enabled consistent and controlled data flow across the organization
3. Enabling digital commerce and customer engagement
- Integrated with CRM to deliver self-service e-shop and digital product experiences
- Enabled direct connections to 90+ partner e-shops and distributors through Buy Now functionality
“With the Stibo Systems’ platform in place, our semiconductor and automotive business units are now able to provide unified digital product experiences, including comprehensive product and family pages, automated datasheets, and an integrated Buy Now functionality with partner e-shops and distributors.”
Jonathan Escobar, Head of Data Governance and MDM, ams OSRAM
AI at scale: Transforming translation and content creation
A key innovation in the transformation was the introduction of AI-driven content generation. This enabled ams OSRAM to replace manual effort with AI-driven efficiency by:
- Implementing AI-based translation using OpenAI via REST APIs
- Leveraging ams OSRAM glossaries, context, and brand guidelines
- Embedding human validation to ensure quality and brand integrity
Measurable impact
- 85% reduction in translation time
- Reduced cycle time from 2–4 hours to ~15 minutes per item (including revisions)
“AI-driven content generation has significantly improved our translation process. We reduced translation time by 85%, from two to four hours per item to just 15 minutes, including revisions. At the same time, human verification remains critical, ensuring business alignment and protecting the brand.”
Mahendra Epru, Translate with AI Project Lead, ams OSRAM
Automation and governance: Scaling high-quality content
STEP enabled ams OSRAM to industrialize content creation:
- Automated datasheet generation via Adobe InDesign integration
- Ensured all outputs are based on governed, approved product data
- Eliminated reliance on external tools and unmanaged workflows
This approach ensures that every product asset, from datasheets to e-catalogs, is accessible, consistent, up to date, and brand-compliant.
With a unified data foundation, ams OSRAM delivered consistent global experiences by:
- Standardizing product content across 15+ countries and 10+ languages
- Enabling partners to access localized, high-quality product data
- Supporting advanced applications such as the Vehicle Lamp Replacement app
Business impact: Turning data into a competitive advantage
By establishing a unified foundation for its global product data and enabling AI-driven content generation, ams OSRAM’s transformation delivered measurable business outcomes:
- Single source of truth across product data
- 85% faster translation workflows
- Fully integrated ecosystem (10+ systems)
- Accelerated time to market through automation
- Improved governance and data quality
- Enhanced digital commerce experiences
- Stronger partner ecosystem enablement (90+ partners)
“By combining the Stibo Systems’ platform with AI-driven capabilities, we have established a scalable foundation for delivering consistent, high-quality product experiences globally. This transformation enables us to accelerate innovation, strengthen customer engagement, and drive sustainable growth.”
Jonathan Escobar, Head of Data Governance and MDM, ams OSRAM
What’s next: Expanding into multidomain data excellence
Building on this success, ams OSRAM is extending its strategy to:
- Business partner data and multidomain MDM capabilities
- Advanced AI-driven automation and analytics
- Expanded digital and commerce capabilities
This evolution will further strengthen its position as a data-driven, AI-enabled leader in optical solutions.
