5x Accelerated Website Consolidation Using Azure OpenAI and Copilot
Adastra was looking for a way to speed up the process of consolidating their global websites.
accelerated website consolidation
Unified global brand presence
data, protected from public consumption
Challenge Story
Consolidating Global Websites Under Time Constraints
In November of 2023, Adastra announced key transformational and leadership changes to address our continuous and rapid global expansion.
The new structure allows us to better serve our customers by further investing in global Centres of Excellence (CoE) around cloud, data and AI, establishing global leadership in key industries, and fully integrating our delivery capabilities under a single operating unit, creating enhanced value for our customers regardless of geography.
As a key step in this progress, Adastra needed to combine our global assets for a unified brand presence. In 2024, we began the process of combining the websites from our various Adastra regions across geographies into one. This involved a meticulous review of content on similar topics, the identification of what is important in each, and consolidation into one comprehensive global page that reflects Adastra’s unified identity.
Adastra was facing challenges with time constraints and was looking for a way to help meet our project deadlines with limited resources.
Solution Story
Leveraging the Power of Azure OpenAI and Microsoft Copilot Technology
Adastra began by installing Azure OpenAI, to ensure we could leverage the benefits of OpenAI while reducing the risks. As many of our draft and internal content included sensitive information, it was essential that Adastra deploy a private instance of the technology to protect data from public consumption.
We also leveraged Microsoft Copilot to help quickly summarize information or ask questions about webpage copy in Microsoft Word.
Adastra leveraged artificial intelligence to assist with three key use cases:
1) Consolidating Global Content
Adastra first needed a way to choose what information was important and relevant from each of the global web pages on a certain topic.
At Adastra, we know that the quality of OpenAI outputs relies on the quality of the inputs. We used our expertise in prompt engineering to craft detailed inputs for the tool that would produce the desired results. We then employed a human-in-the-loop (HIL) framework to validate and improve upon outputs as well as eliminate any bias or errors.
2) Generating and Improving on Content
Once the pages were consolidated, the next step was to edit the content to ensure each web page was accurate, complete, in our brand voice, and that the content flowed well.
Adastra was able to customize our Azure OpenAI model with instructions on writing in our brand voice, improving the quality and accuracy of outputs.
Figure 1: Instructions Adastra used to produce responses in our brand voice.
Our team leveraged Azure OpenAI for a variety of tasks, including:
• Fine-tuning content: correcting the tone of voice, making content more concise, ensuring content speaks to our target audience, reducing the character count of headings
• Asking for synonyms to improve wording
• Generating title suggestions
• Generating FAQ suggestions
• Editing content in languages that the writers were not fluent in
Figure 2: Using Azure OpenAI to improve the tone and phrasing of website content.
Figure 3: FAQ generation using Microsoft Copilot.
3) Improving Search Engine Optimization (SEO)
Lastly, the web pages were reviewed from a search engine optimization perspective. For each page, Adastrans asked OpenAI to generate suggestions for keywords with higher visibility. We then used SEMrush to validate the search volumes of each term and edited the web pages accordingly.
In the example below, Adastra was able to change our web page title and language from the phrase “Customer Journey Monitoring” to “Customer Journey Analysis”, which has a 13x higher search volume.
Figure 4: The difference in keyword reach for Customer Journey Monitoring vs. Customer Journey Analysis.
Benefits Story
Adastra’s Swift Website Implementation
Adastra was able to complete the project on time and budget, benefiting from the immense acceleration made possible by OpenAI and Microsoft technologies.
In addition to speeding up the project 5x and ensuring our private data stayed secure, the project resulted in:
• High-quality website content
• Increased projected website visibility, due to the use of data-driven keywords
• A reduction in manual work, leading to increased employee satisfaction
• Efficient collaboration of teams across international regions
