Established in 1999, ADA’s LEGEAR Division (Law Enforcement Gear) is Australia's leading brand for tactical gear.
They specialize in sourcing and supplying military, law enforcement, training, and outdoor safety equipment from over 70 well-known brands around the world, such as 5.11 Tactical, Salomon, and UF Pro.
Challenge: Managing large launches with thousands of SKUs and only days of lead time
For every launch of new products, ADA typically required weeks or even months to plan, research, and execute, with each launch encompassing hundreds or thousands of products.
They often receive products with little to no product information; no titles, descriptions, or feature points—which meant they had to gather and prepare all these from scratch.
Preparing a single product often took hours. They had to manually research product data from 70+ different brands from various sources, ensuring they had all the information they needed, while meticulously fact-checking each product for accuracy.
Then, the team would start drafting and refining product titles, headlines, descriptions, and feature bullets to align with their brand voice, style, and custom formatting. Only once that’s done, could they finally import everything into Shopify and hit publish.
At that point in time, ADA was using other AI writing tools to manage their content. But the problem was that these tools were not designed with the needs of ecommerce businesses in mind.
Their workflows were restrictive—editing was hard, there was no status tracking, and publishing was cumbersome (think: spreadsheets). They couldn’t efficiently create content at scale while achieving the quality and complex content formats ADA required. Additionally, their systems didn’t integrate with common ecommerce platforms like Shopify and PIM systems.
In their most recent launch, they faced an even greater challenge—going live with 1,800 SKUs within a tight timeline, marking one of their largest product launches in years.
This particular launch was part of a strategic decision to transition from Neto to Shopify and their broader plan to improve site functionality, customer engagement, and scalability, which involved updating product descriptions, enhancing SEO elements, improving visuals, and ensuring consistent branding across the board.
By prioritizing this optimization, ADA and LEGEAR aimed to create a seamless and user-friendly shopping experience while maximizing the platform's potential to drive growth and customer satisfaction.
Solution: Hypotenuse AI’s bulk product content generation and Shopify integration
ADA began searching for a platform that could effectively manage its product volume for the launch. Which was when Hypotenuse AI came into the picture.
Hypotenuse AI enabled them to generate unique and accurate product content in their distinctive brand voice and style—all in a fraction of the time. Even their most recent launch of 1800 SKUs took just 10 days from start to publish. This included searching for product data, verifying accuracy, and creating the titles, headlines, descriptions, and feature bullets. Publishing was also a breeze since Hypotenuse AI had a direct integration with Shopify.
They achieved this by leveraging several key features of the platform:
- AI product data enrichment and tagging: Instead of having to manually search the web for the data of every product, copying and pasting them into the right columns on a spreadsheet, and checking through field by field to make sure no error gets missed, Hypotenuse AI handled the entire process seamlessly. All they needed to provide was the product title and brand name.
- Bulk generation: With human copywriters, they had to write descriptions one by one. With Hypotenuse AI, they could craft unique, SEO-optimized product content thousands in parallel, and in just minutes using AI.
- Bespoke brand voice and guidelines checker: Their bespoke Hypotenuse AI writer was trained on their brand guidelines and past content, allowing them to generate material that accurately reflected their unique voice and style. The AI guidelines checker added an extra layer of review, ensuring every piece of content stayed consistently on-brand.
“There was no way we could have moved at that pace and generate that many product page content, optimize it quickly, and meet our go-live deadline with a small team without Hypotenuse AI.” - Poorni, Marketing Communications Manager, ADA / LEGEAR
LEGEAR also commended the accuracy of the data enrichment feature and the streamlined review workflows, which made it easy to review, edit, and approve generated content.
Results: Doubled ROAS, Slashed Time To Market by Over 95%
Since they started using Hypotenuse AI and in their recent launch, their Return On Ad Spend (ROAS) almost doubled—jumping from 9x to 17x.
The time savings were significant. Before using Hypotenuse AI, their workflows were painstakingly slow, involving extensive research, listing pros, analyzing features and benefits, and then drafting the first version. This was followed by multiple rounds of back-and-forth revisions to finally arrive at a satisfactory description.
Now, the process is as simple as syncing their product details with a single click, letting Hypotenuse AI handle the research, generating content in bulk, and reviewing descriptions that are nearly ready to publish. This streamlined workflow has sped things up, allowing them to launch their products much more quickly, reducing time to market by over 95%.
The time saved has also led to substantial cost savings, as Angel, Ecommerce Manager, puts it: “who knows how much it would have cost if it was done with several people trying to do it externally.”
LEGEAR not only met their ambitious launch targets but also saved time and costs while achieving measurable results—setting a new benchmark for how they’d approach every launch moving forward with Hypotenuse AI.
