Technical products bring technical questions. We worked with Metallisation Ltd in Dudley, West Midlands, to make its product knowledge easier for website visitors to explore through a tailored AI assistant.
The client: Metallisation, a manufacturer of thermal spraying equipment used in industrial applications.
The challenge: help customers navigate complex products
Metallisation’s range involves detailed specifications, different applications and questions about which equipment may suit a particular requirement. Finding an answer could mean working through several product pages or asking the team for guidance.
The brief was to make relevant information available through a conversation, while keeping a clear next step for customers who needed to speak with the business.
What we built
We developed and integrated an AI chatbot into the Metallisation website. The assistant draws on the company’s own information to help visitors explore its products and ask follow-up questions.
- Connected product knowledge. The assistant can use information from product pages, specifications, blog articles and guides.
- Room for business-specific knowledge. Additional information can be supplied beyond the public website, allowing the knowledge available to the assistant to be customised and updated.
- Conversational access. Visitors can ask about technical details and applications in their own words, rather than having to locate every relevant page themselves.
- A route to the next step. Personalised calls to action help guide visitors towards further engagement with the company.
A practical addition to the customer journey
The delivered change is a new way to access Metallisation’s product information on its website. The aim is to help with recurring questions and make it easier for customers to reach useful information before speaking to the team about their requirements.
AI development for manufacturers in the West Midlands
Metallisation’s Dudley base makes this a local example of AI applied to a specific business need. For manufacturers and technical businesses across the West Midlands, the useful question is where customers or staff struggle to find the information they already have.
A focused project starts with that problem, the information available and the point at which a person should take over. It can then be shaped around the business rather than asking the business to fit a generic tool.
Explore our bespoke AI development and automation services or tell us about a problem you would like to solve.
Case study updated 18 September 2026. Originally published 6 March 2025.
