Docebo, a global leader in corporate learning platforms and a publicly traded company, faced a common challenge: scaling content production while keeping everything accurate, compliant, and up to date. With frequent product releases and strict legal requirements, their SEO and content teams were under constant pressure to keep the site current.

Unlike typical content programs, Docebo needed advanced, high-value content informed by real customer reviews from sources like G2 and detailed competitor analysis. Gathering and verifying this information was time-intensive, requiring constant tracking of competitor updates and product changes.

This made the content costly in terms of time and expertise, not just budget. Each piece needed to meet strict compliance standards while staying fresh, accurate, and highly competitive.

The Challenge

Initially, the content teamworked with two external agencies to handle content production. While these agencies provided additional bandwidth, they lacked a deep understanding of Docebo’s evolving positioning and rapidly scaling product landscape.

Every product update required training agency writers, reviewing drafts, and correcting mistakes. Instead of freeing up time, the process added more layers of complexity and slowed production down. Eventually, Docebo made the decision to bring content efforts in-house to keep up with the pace of updates.

Valeriia Frolova, Senior Data Scientist, began exploring automation as a way to scale more effectively. What they needed wasn’t just another vendor, they needed a partner who could integrate deeply into their workflows, help manage compliance-heavy processes, and move at the speed of their business.

The Solution

When Docebo discovered AirOps, the difference was clear. AirOps offered more than just automation. It provided a system built to handle the unique challenges of a fast-moving L&D environment.

With AirOps, the content team could finally control their content updates directly, without repeatedly retraining external teams. Real-time edits could be made in-platform, allowing the SEO team to move quickly without waiting for agency turnaround times to create content for both Google and AI Search. 

Another factor that stood out was the human side of the relationship. The AirOps team understood Docebo’s AEO & SEO challenges immediately. There was no need to explain the basics or justify strategies.

Finally, the partnership aligned perfectly with Docebo’s broader AI strategy. Led by their CIO, Docebo has been focused on adopting advanced AI tools across the organization, making AirOps a natural fit for their vision.

Implementing AirOps

Docebo implemented AirOps in a phased approach, starting with their most important pages. The initial focus was on middle- and bottom-of-funnel content, the content closest to driving conversions.

To ensure compliance, they set up an AirOps workflow to gather research for pages that necessitated explicit accuracy, such as competitor reviews, to ensure all public information was correct before publication. This was crucial for meeting strict legal standards, where every claim needed to be backed by verifiable, public information.

As the agentic workflow matured, Valeriia built real-time analytics directly into their process. By integrating Google Search Console, they could automatically trigger refreshes when a page’s performance dropped by 15–20% in clicks or impressions. Over time, these automated refresh cycles allowed them to continuously update pages, keeping content fresh without adding more manual work.

The Results

Docebo has completely transformed how they manage content creation, refreshes, and performance tracking.

• 50% cut in production costs, thanks to the elimination of external agencies and manual tasks.
• 2x increase in content velocity with the team now refreshing up to 25 pages per month.
• 80% copy-ready content for JTBD content prior to human review.
• 60% copy-readyfor BOFU deep research topics, including  G2Crowd and other aggregators' citations.
• +25% more sessions coming from AI discovery (GPT, Gemini).
• AI discovery now drives 12.7% of high-intent leads (up 5x YoY).
• ~85% of search clicks are now branded.

By tying every piece of content to verifiable data, Docebo has also strengthened authority. Today, every update is backed by public sources and documented for legal review. Perhaps most importantly, AirOps eliminated silos. Product marketing, brand, and SEO teams can now collaborate seamlessly within the same platform, streamlining communication and reducing friction.

Looking Ahead

Docebo is expanding beyond content refreshes to tackle use cases like internal linking audits, sitemap reviews, and AI Search optimization. With AirOps, they are moving from reactive updates to a proactive, data-driven approach that keeps them ahead in a rapidly evolving digital landscape.