BrightEdge x Signify

Signify needed to address SEO and AI search content gaps across three markets without adding to its marketing teams' workloads. With BrightEdge Agent Builder, the team automated gap identification and localized FAQ creation, reducing an estimated 10 hours of monthly manual work to approximately 30 minutes of supervision.

About Signify

Signify is a global leader in lighting for professionals and consumers, with brands including Philips, Philips Hue, and Color Kinetics. Its professional audiences include Specifiers, such as lighting designers and engineers, and Installers who work on construction projects. Signify uses BrightEdge to track search and AI visibility across its markets.

The Business Challenge

As buyers increasingly use AI assistants to research products and technical specifications, Signify needed to identify where its content was missing from relevant answers.

Its regional marketing teams were already operating at full capacity. Addressing these gaps manually would mean analyzing thousands of keywords and prompts, comparing performance across dashboards, gathering technical documentation, and preparing localized content.

Signify needed a way to turn search intelligence into content without adding another manual process for its marketers.

Signify's Strategy with BrightEdge

• Bring SEO and AI search into one view. Signify consolidated four dashboards into one, organizing keywords and prompts across Application Area, Product, Specifiers, Installers, and Brand. This gave the team a consistent view of traditional search and AI visibility.
• Automatically identify content gaps. BrightEdge Agent Builder evaluates prompts tracked in AI Catalyst, identifies underperforming areas, and narrows thousands of signals into approximately five priority content opportunities.
• Generate FAQs from Signify's own knowledge. Signify provided its brand and technical documentation to create a central knowledge hub. Agent Builder automatically retrieves relevant material and drafts localized FAQ documents in English, German, and Danish.
• Keep local experts in control. Regional marketers receive the generated FAQs for technical review, terminology checks, and final approval before publication. The workflow handles analysis and drafting while marketers focus on content quality.

The Results

Signify estimated that addressing additional AI search content gaps manually would require approximately 10 hours of work per month. With Agent Builder, the pilot delivered review-ready content requiring approximately 30 minutes of supervision.

The team also consolidated four dashboards into one, narrowed thousands of keyword and prompt signals into approximately five priority content gaps, and established an automated FAQ workflow across English, German, and Danish markets.

Every generated answer goes through local expert review before publication. Signify measures content performance against the original AI visibility gaps, using the original AI visibility gaps as a baseline for measuring results as the program matures.

"Using BrightEdge, we identified the top prompts by category across key locations. This enabled us to establish a new standard for reporting content performance against identified content gaps. As a result, we were able to address these gaps at scale across all markets by automatically drafting content based on dashboard insights, limiting human involvement to final review and refinement. This eliminated the need for time-consuming analysis, content selection, briefing, and drafting, saving significant time that could be allocated to other priorities."
- Lukasz Maroszczyk, Global SEO Lead, Signify

How the Team Operates Now

Signify began with the Specifiers prompt group, building a repeatable workflow that automatically identifies content gaps, retrieves relevant knowledge, and generates localized FAQs for regional review.

The team can track performance against the original gaps by category and location. The next phase is to extend the workflow to additional prompt groups and markets, with planned scheduling within Signify's own systems.

The Takeaway

Signify's experience shows how enterprise marketers can take on additional AI search responsibilities without adding substantial manual work for regional marketers.

By connecting BrightEdge search intelligence with Signify's own technical knowledge, Agent Builder turns identified content gaps into localized FAQs ready for expert review. Regional teams retain editorial control while spending less time on analysis, research, and drafting.