The search for the most appropriate solution began with a survey of the target audience. Through targeted interviews, we understood how people used existing media and those of competitors, and the improvements they needed.

We therefore chose to organise the catalogue by professional application scenario. A practical and intuitive approach that guides the user through the categories and subcategories of products.

Like all our projects, the ABB General Catalogue has a sustainable design. Trends change rapidly and do not always meet the needs of end users. We believe that authenticity helps to differentiate and inspire trust in the long term. That is why we have prioritised the identity of the ABB Group and long-term usability.

The General Catalogue is mobile-friendly, which is essential for reaching more people. Optimisation for mobile devices makes it easier to navigate from a smartphone or tablet, allowing more potential customers to find and purchase products or services.

The structure of the General Catalogue has been organised hierarchically to ensure fast and intuitive product searches.

The Catalogue has been developed in headless mode and data synchronisation takes place in real time, ensuring that content is always up to date and dynamic. The architecture is centralised, based on a custom version of PIM, designed to efficiently manage the web platform’s data entry processes. The data structure has been optimised to ensure better organisation of information and high performance on the web.

Each product sheet is provided with a list of wholesale partners: it is possible to view availability in real time and complete the purchase in just a few clicks.

The printed version of the General Catalogue was completed in 2023 and has been available in digital format since January 2025.

• Explore the ABB General Catalogue
• Consult the PDF catalogue, which can be browsed online

The General Catalogue contains approximately 38,000 products: a quantity that is difficult to consult using only filters and keywords. That is why we have introduced ABB SmartResearch, a search tool based on Artificial Intelligence.

Although based on AI models developed by major international research centres, ABB SmartResearch was custom-built, integrated and trained by KeyWe to meet ABB’s specific needs.

• Trained using proprietary databases
• Integrated
• Continuously evolving

Once a search has been performed, the user can type a question in the dedicated bar. Artificial Intelligence interprets the relevance of the request and returns the relevant information in a natural way.

• You can write what you need, as if you were talking to a person;
• You save time: you can find products, codes and technical data without having to browse for a long time;
• It understands what you are looking for and only shows the most relevant products;
• It automatically activates filters in the ‘Smart Filter’ catalogue;
• It answers general questions: it explains basic concepts of the electrical world, not just ABB products;
• It compares different items and shows you the main differences;
• It creates product lists or tables with technical characteristics based on your requests;
• It generates PDFs with the technical data of a product, even with a customised name.