Salsify Transformer Awards 2026 | Category 4: Exceptional Business Transformation
Three weeks. That’s how long it used to take ShelterLogic to get translated product content back from an external agency. Every time.
For a company managing an 11-brand outdoor lifestyle portfolio across North American markets, that timeline wasn’t just inconvenient. It was a structural constraint on how quickly products could launch, how fast content could be updated, and how confidently the team could respond when something changed. With no in-house French speakers and full dependence on a third-party agency, every translation request meant initiating a handoff, waiting, reviewing, and waiting again, with limited oversight and no ability to move faster if the business needed it.
The cost was real. The delays were predictable. And the team had no leverage to change either.
Building the Capability In-House
The answer came through a combination of two platforms the ShelterLogic team was already working with: Salsify and Plezio Draft, Sitation’s AI-powered content tool.
Sitation partnered with ShelterLogic to activate Draft as a translation engine integrated directly within their Salsify environment. But this wasn’t a simple plug-and-play implementation. The key to making it work, truly work, not just function, was the prompt engineering. Sitation developed customized prompts specifically designed to produce French-Canadian and Spanish translations with linguistic accuracy, fluency, and cultural appropriateness. The target was content that sounds conversational, as if written by a native speaker, not word-for-word machine conversion.
The scope of content covered was comprehensive: core product content including display names, keywords, descriptions, and feature bullets; A+ content including DIY instructions, warranty copy, and headers; and graphics content including banners, infographic text, and image alt text. Salsify Workflows were then built to manage the full translation lifecycle from AI generation through internal review to final publication readiness.
And critically, ShelterLogic’s team received full training and handoff so they could manage the entire process independently from day one. The goal was always self-sufficiency, not trading one external dependency for another.
What Changed
The numbers tell the story plainly. Translation turnaround dropped from approximately two weeks to a matter of minutes. More than 1,600 content translations were completed in the first six months. Annual translation costs decreased as the reliance on outside agencies was eliminated. And time-to-market for new products and content updates improved across the board.
Jen Carter, VP of Marketing at ShelterLogic, put it in her own words: “Translations were a pain point for us. It could take up to three weeks to get copy back. Onboarding Draft has really helped. We’re able to work faster and get what we need done more efficiently, without the back-and-forth. It is a game changer for us.”
That’s not marketing language. That’s a team that got their time and their process back.
The Bigger Picture
What ShelterLogic’s transformation represents goes beyond translation speed. It’s a demonstration of what happens when AI is applied to a real, persistent operational pain point and not as a technology experiment, but as a practical solution embedded in the workflows teams already use every day.
The content is more consistent. It arrives faster. It costs less. And the team that creates it now owns the process, with the infrastructure to scale into new languages and new markets as the business grows.
For any brand managing multilingual product content across multiple markets, ShelterLogic’s experience is a compelling preview of what AI-powered PXM can achieve when implemented with the right intent and the right partnership.
We’re proud of everything this team has built, and honored to see this transformation recognized as a 2026 Salsify Transformer Award nomination.
This is the final post in our five-part series celebrating Sitation’s 2026 Salsify Transformer Award nominees. Our warmest congratulations to each of these teams and we’ll see you in Atlanta.
Stay tuned for the next post in our five-part series as we continue spotlighting the organizations redefining what’s possible on the digital shelf.
