ETI Elektroelement d.o.o. is one of Europe’s leading manufacturers of devices and components for electrical protection, with a portfolio spanning several thousand products—from basic fuses to complex protection systems. Their solutions are used by industrial, commercial, and residential customers in more than 60 countries.
As the product range and volume of technical documentation grew, a key question emerged: how to provide users with fast and intuitive access to the right information, without time-consuming searches through catalogs and PDF documents. The challenge was not a lack of information, but how users find and understand it.
ETI wanted to simplify access to information for customers and partners who need fast and reliable technical data when selecting products.
Key wins achieved:
-
Faster access to product information using AI
-
Fewer manually handled inquiries in customer support
-
Less customer frustration along the user journey
-
Greater self-service for website visitors
If you are also dealing with extensive documentation or a large product catalog, AI consulting at Kalmia is often a good first step to assess opportunities and risks.
Challenge
Accessing the right information in an extensive product catalog
ETI’s website contained a rich set of content: PDF catalogs, specifications, product descriptions, and datasheets. While the information was available, customers often spent a significant amount of time searching online to find exactly what they needed—and in many cases, they were unable to find the information at all.
Users had to:
-
Open multiple documents to locate specific data
-
Manually compare similar products
-
Check which products replace discontinued items
-
Contact customer support and wait for a response, despite publicly available catalogs
This search process disrupted the user experience and made fast decision-making more difficult, especially for more complex technical questions.
Solution
An AI chatbot on the ETI website
For ETI, we designed and implemented a publicly accessible AI chatbot intended for integration into their website, acting as a single entry point for searching product information.
The solution combines data from:
-
Publicly available website content
-
Technical catalogs and PDF documentation
-
ETI’s internal product database, accessed via API
The chatbot is designed to deliver consistent and reliable answers, regardless of catalog size or product complexity. Its role is not to replace existing resources, but to connect them into a unified, user-friendly experience.
How It Works in Practice
Users can rely on the AI chatbot for various product-related queries:
-
When searching for a specific product, they receive a clear summary of key technical characteristics
-
When choosing between multiple similar products, they can more easily understand differences and suitability
-
If a product has been discontinued, they receive suggestions for appropriate replacement solutions from the current offering
-
Questions can be asked in natural language, without knowledge of the internal catalog structure or technical terminology
-
Instead of switching between documents, users receive answers directly, in the context of their question
Results
With the introduction of the AI chatbot, the way users access information on the ETI website will change significantly. Information that was previously scattered across catalogs and documents will be available in one place and presented in a clearer format.
The introduction of the AI chatbot is expected to deliver clear operational and user benefits:
-
Users are more likely to find answers on their first visit and leave the website less often due to uncertainty
-
A projected reduction in manually handled inquiries, resulting in direct time savings for support teams
-
Faster decision-making when selecting suitable products—allowing users to make informed choices immediately
-
Increased engagement among website visitors
Catalog usage is expected to become smoother, with less friction and greater continuity throughout the user journey.
Business Impact
Improved information accessibility also leads to more predictable operational processes. As users receive more answers directly on the website, the number of repetitive inquiries is expected to decrease.
This will allow ETI employees to focus on more complex cases, while maintaining a high-quality user experience—even as the technical catalog continues to expand.
With a scalable architecture and artificial intelligence, the AI chatbot will become a key component of a holistic digital experience.
The ETI case demonstrates how AI can enhance the user experience in environments with large and complex volumes of information—not by replacing existing content, but by improving access to it.
AI consulting at Kalmia is designed precisely for this first step: rethinking how to provide website visitors with a faster and more meaningful path to answers.
