Nexer, a global technology company rooted in Swedish entrepreneurship and innovation, has developed and delivered a groundbreaking AI translation solution for Thule Group. By integrating ChatGPT-powered translation capabilities into Thule’s existing PIM system, Stibo Systems STEP, Thule can now translate all product information into more than 20 languages within minutes.
For international brands like Thule Group, multilingual translation has traditionally been a time-consuming and costly bottleneck. What once took weeks and significant resources has now been transformed into a near-instant process thanks to Nexer’s tailored solution. The faster turnaround enables translated content to be published to Thule’s website and other sales channels much sooner, reducing operational costs and freeing internal teams to focus on higher-value tasks.
One of the most notable benefits of the new system is its speed combined with consistently high quality. Up to twenty language versions are produced quickly and meet quality standards that allow Thule to launch and market products across target markets without delay. This capability represents an important competitive advantage and a significant milestone in Thule Group’s global expansion strategy.
Antonio Diaz, Product Owner at Thule Group, commented:
“We chose to explore AI to reduce the cost and time required to translate our product texts. Our goal was to optimize a translation process that had been slow and resource-intensive and turn it into a smooth, efficient workflow capable of producing real-time translations across multiple languages. The delivered solution has truly changed how we work: instead of struggling with translation delays, we can now communicate seamlessly across borders and cultures. For our global organization, this has brought tremendous value.”
“We are very grateful for the expertise and solution Nexer provided. They not only met our expectations but exceeded them with the configuration and integration into Stibo Systems STEP. Achieving our objectives and seeing the features we wanted go into production was more than we had hoped for,” Diaz added.
Nexer takes pride in driving innovation and supporting customers to thrive in today’s digital landscape. The successful collaboration with Thule Group highlights Nexer’s commitment to delivering state-of-the-art solutions that make a tangible difference in how businesses operate and grow sustainably.
Fredrik Larsson, CEO of Nexer Data Management, shared his perspective on the project and partnership:
“We believe the success of our solutions comes from truly understanding our customers’ business. We therefore place strong emphasis on capturing unique requirements and business processes. We also recognize the importance of providing AI systems with smart prompts and access to relevant, sufficient data to improve outcomes. This delivery was another successful effort within the Master Data Alliance, where we combined Nexer’s and msg systems’ previously developed AI translation tools. Together we provided Thule Group with an optimized second-generation AI translation tool embedded in their PIM and MDM platform.”
Nexer and msg systems are founding members of the Master Data Alliance, an alliance of leading PIM and MDM specialists across Europe. This collaboration aims to combine deep domain expertise with advanced technologies to deliver robust, scalable data management solutions.
“By combining deep customer insight with sophisticated AI functionality integrated into a world-class MDM platform like Stibo Systems STEP, we enable our customers to reach new levels of efficiency, innovation, and growth. That combination allows us to deliver solutions that help clients succeed in today’s fast-moving markets. We look forward to continued collaboration with Thule Group to further maximize the business benefits of their Stibo Systems STEP implementation,” added Fredrik Larsson.
The deployment demonstrates how modern AI and intelligent data management practices can remove longstanding operational frictions. With translation workflows now automated and quality-controlled within the PIM environment, Thule can accelerate product launches and market entry, maintain consistent brand messaging across languages, and reduce reliance on manual translation resources. This approach supports both short-term efficiency gains and long-term scalability as Thule continues to expand internationally.
Beyond immediate translation speed and cost advantages, the integrated solution also supports continuous improvements: feedback loops and human review can be introduced where needed to further refine tone, style, and market-specific terminology. This hybrid approach—combining AI speed with targeted human oversight—ensures that content remains both accurate and aligned with Thule’s brand voice across all markets.
Overall, the project is a clear example of how technology partners can enable global brands to operate more effectively. By leveraging AI within a proven PIM/MDM framework, Nexer has delivered a practical, production-ready capability that transforms product content operations and helps Thule Group maintain momentum in competitive international markets.