EY: Automating Competitive Intel to Building a Content Engine
How EY transformed a competitive intelligence pilot into a globally deployed content creation engine that analyzes 50,000+ articles and drives $1B+ in value creation.
Problem
"How do you create distinctive, incredible content? In an organization like EY, which is over a quarter of a million people, you can't possibly audit and edit and help elevate every single piece of content. And what we know is that there are more than 140,000 pieces of professional services content that's out there right now. With all the noise, how do you deliver breakthrough content to the C suite that are ruthlessly edited and actionable?"
— Erika Chambers, Brand and Marketing Leader, EY
Alephic Solution
Working with EY's marketing experts, Alephic designed a system to analyze and score all the publicly available content in the space. The Content Matrix as it came to be named could then sort all content by buyer personas, journeys and other themes EY was looking to evaluate. It was also a database that could be updated on a daily basis to include all new content from across the internet that EY was interested in evaluating. This gave EY a holistic view of all their potential marketing opportunities, what their competitors are saying and how they could differentiate to nail their message with their buying audience. What was once impossible was now at their fingertips to use on a daily basis.
Impact
For a consulting firm with 365,000+ employees, equipping even 10% of professionals with more timely and relevant thought leadership could improve billable throughput by 10% represents $1B+ in annual value creation.
Articles analyzed across 6 global markets (US, UK, Canada, Australia, India, Singapore)
Pilot to production grade (vs. the typical 18+ months of SaaS "pilot purgatory")
AI scoring came within 0.1 point of manual human scoring on a 25-point scale
Scoring all new content and auditing any new content that goes out for differentiation and buyer journey fit
"We went from something that was an automation to ultimately something that was a whole new avenue in content creation... from this automation process to this true value add and growth driver for the firm."
— Erika Chambers, Brand and Marketing Leader, EY
Watch: Turning Pilots into Programs
Erika Chambers, Brand and Marketing Leader at EY, shares how they transformed a competitive intelligence pilot into a globally deployed content creation engine at BRXND NYC 2025.
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