AFL's Digital Growth with Sitecore

Overview

AFL, a global leader in fiber optic and broadband infrastructure solutions, recognized that its legacy on-prem CMS was holding back its growth. The platform required intensive IT involvement for content updates, incurred high maintenance costs, and struggled to deliver consistent digital experiences across geographies. With ambitions to scale globally and drive omnichannel engagement, AFL sought a future-ready digital foundation.

Partnering with Altudo, AFL launched a strategic migration from Sitecore XP to Sitecore XM Cloud, a move that redefined not only the technology but also the business model behind their digital presence. The transition to a composable, headless architecture allowed for agile content delivery, improved performance, and streamlined operations. Key integrations with Salesforce and Marketo further enhanced their ability to run data-driven campaigns and customer journeys.

One of the most ambitious aspects of the project was the structured content migration of over 20,000 pages across multiple languages and regions. Altudo deployed best-practice accelerators and automation scripts to ensure a seamless, low-risk migration that preserved SEO, usability, and business continuity.

Challenges

• Legacy CMS limited marketing agility and global content scalability
• High operational costs due to infrastructure and third-party tools like Coveo
• Slow page load times and poor search responsiveness
• Complex content migration requirements across 20,000+ pages, regions, and languages
• Lack of unified personalization and data-driven engagement strategy 

Solutions

AFL partnered with Altudo to execute a future-focused digital transformation by migrating from Sitecore XP to Sitecore XM Cloud. This shift was not merely technical, it redefined AFL’s digital architecture, content strategy, and operational model.

AFL adopted a cloud-native, headless architecture powered by XM Cloud and deployed on a globally distributed CDN. This significantly improved site speed, resilience, and agility. The project also replaced Coveo with Sitecore Search, unifying their technology ecosystem and simplifying search personalization.

Altudo implemented a structured content migration strategy, moving over 20,000 pages across regions and languages using automation and QA scripts, ensuring minimal disruption and high quality. The platform was integrated with Salesforce and Marketo, enabling AFL to unify data and customer journeys while laying the foundation for future omnichannel engagement.

Marketing teams were empowered through XM Cloud’s visual authoring tools, allowing them to independently manage content, accelerate campaign execution, and reduce developer dependency. The result: an agile, scalable platform ready to support AFL’s 2030 growth vision.

Results

• 20–30% faster development release cycles

• 20–25% reduction in total cost of ownership

• 15–20% reduction in search latency and improved page load speeds

• 15% increase in adoption by content authors and marketing users

• Consolidation of search, content, and cloud under Sitecore for simplified operations