Company: Uber Freight

‍Industry: Logistics & Supply Chain

‍Challenge: Costly content workflows, slow turnaround, difficulty keeping pace with product updates

‍Solution: Hexus product content platform

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About Uber Freight

As the leading logistics technology platform that connects shippers with carriers to move freight more efficiently, Uber Freight builds advanced technology for their transportation teams and customers to bring more transparency, reliability, and efficiency to the trillion-dollar logistics industry. The platform serves shippers and carriers of all sizes, offering real-time pricing, instant booking, and end-to-end shipment visibility across regions and modes of transportation.

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With a heritage of innovation and a rapidly evolving product suite, Uber Freight operates in a competitive and often commoditized market, where acknowledging industry complexity, addressing customer pain points, and showing impactful differentiation are critical to acquiring and retaining customers.

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Results at a Glance

• 5-10x cost savings – eliminated >$60K external production costs
• 1-day turnaround – down from 2-4 weeks per asset
• 60%+ demo completion rates – 3x the industry average of 15-25%‍
• Multi-channel deployment – one demo serves sales, marketing, web, and training

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The Challenge: Matching Product Innovation and Content Velocity

At the heart of every Uber Freight product launch is the company’s product and solutions marketing team. As go-to-market owners, the team is responsible for bringing products to market and keeping them in-market with messaging, positioning, full-funnel content creation, and sales enablement materials attuned to the customer and the market.

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The team was built to drive growth across key audience segments, but as the business faced market headwinds and growing competition, GTM teams doubled down on accelerating product research, development, and launches. Their content strategy and execution needed to adjust and keep pace to effectively educate, engage, and drive vetted business opportunities.

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The Content Burden

The team needed to produce and maintain:

• Demo videos and interactive product walkthroughs
• Web pages and one-pagers
• Sales slides and industry-specific decks
• Internal training and sales enablement materials
• Thought leadership and support for launch-ready PR content

Uber Freight team had a clear content strategy, but lacked the time and resources to execute at their desired scale, speed, and quality. Producing assets such as videos remained essential to highlight complex problems and solutions, but the team faced costly and time-consuming bottlenecks when creating more interactive product content to help buyers touch and feel their technology.

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The Old Way: A Resource-Intensive Process

Creating a single product demo required:

• 2-4 week turnaround per asset
• $5K-$60K budgets for external vendor coordination
• Manual sourcing of music, voice actors, and design resources
• Constant rework to keep up with frequent product updates
• Repetitive requests for variations from sales and customer teams

The team was trapped in an impossible trade-off between speed, cost, and quality.

"As a lean team, we have to work fast, keep costs low and maintain high-quality output. Every dollar we spend matters and needs to at least double in return." — Viv Luu, Head of Product & Solutions Marketing

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The Solution: AI-Powered Demo Production at GTM Speed

After researching vendors through Gartner and consulting with peers, the Uber Freight team chose Hexus to transform their content workflow. The platform offered three key capabilities that aligned with their needs.

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1. Instant Demo Creation from Existing Recordings

With Hexus, the team could automatically convert existing demo recordings into step-by-step, interactive flows. Embedded AI generated content outlines, suggested narration, and structure without manual intervention.

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"75% of the heavy lifting is handled, right out of the box. The rest is just polish." — Viv Luu

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2. Build Once, Deploy Everywhere

Each demo produced needed to serve multiple functions for multiple audiences. Today, each Uber Freight demo on Hexus is:

• Highlighted in product launches and marketing campaigns
• Featured on Uber Freight’s websites in product pages and a resource center
• Configured into multi-flows for sales training and sales enablement
• Used to preview and introduce new features in customer education programs

This eliminated the need to create new assets for each channel and audience. The Uber Freight team could instead focus on adapting existing assets to suit the pain points, needs, and preferences of their internal and external audiences.

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3. On-Brand, On-Demand Production

Content creation remains a team sport at Uber Freight. Hexus enables any marketer, sales enablement, or product operations team member to produce professional, on-brand, avatar-narrated demos with voiceover. With brand guidelines and assets in-place, design team and video production support is no longer needed for each video. This frees up budget and time for Uber Freight’s internal design team and video production partners to focus on more complex and higher-fidelity content development.

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The Impact: Better Content, Faster Launches, Higher Engagement

As Uber Freight continues to go-to-market with new products and solutions throughout the year, the company’s product and solutions marketing team continues to deliver new, high-quality product stories in less time and with fewer resources. The team has built, tested, and iterated on tens of demos in the past year with measurably greater reach and engagement that exceed industry benchmarks.

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Quantifiable Results

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Beyond the Numbers

This transformation extends beyond cost and speed—it continues to add strategic value to Uber Freight’s buyer experiences and market position:

• Agility: Updates roll out quickly to match product evolution and outpace competition
• Efficiency: Multiple teams leverage the same high-quality assets to show clear, cohesive value
• Scalability: Demos no longer constrain launches—they amplify product experiences before purchase
• Quality: Consistent and professional output is maintained without compromise

"We're not just saving time and money. We're accelerating launches, telling better stories, and delivering richer, more interactive product experiences that support our customers throughout their buying journey." — Viv Luu

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What's Next: Scaling Success Beyond Launch

Today, the Uber Freight team is expanding Hexus usage to grow impact across sales, product, and internal enablement functions beyond product launch. Enablement and growth content strategy is just as key to keep products in-market after launching them.

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The team is now scaling their Hexus demos to support:

• Ongoing sales training and enablement programs
• Enhanced customer education for new and existing products
• Embedded interactive demos on Uber Freight’s website

"Our go-to-market strategy today integrates demos across the customer journey. Interactive demos are embedded within our website to facilitate self-service discovery. They’re included sales teams’ challenge identification and solution design conversations with prospects. Showcases of demos are part of ongoing education efforts to help our teams and customers get the most out of their investment in Uber Freight technology."

— Viv Luu

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As interactive demos become seamlessly integrated across channels, the team is focused on helping buyers discover and engage with Uber Freight's offerings more holistically and effectively. The result is broader awareness of offerings, improved alignment key use cases, accelerated deal velocity, and ultimately faster time to value for shippers and carriers who choose Uber Freight as their trusted logistics partner.

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Thought Leadership: AI Tooling, The Future of Product Content & Advice for Newcomers

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How do you envision AI-driven tools transforming the landscape of technical content and documentation in the coming years?

Prospects and customers are seeking ways to see, touch, and feel technology more than ever. They're also expecting results and ROI—fast. AI-driven tools present an opportunity to deliver on all of the above with more precision, speed, and efficacy. Technical content that used to take teams weeks if not months to develop will be created, personalized, and deployed overnight and optimized around the clock. Product documentation won't be documents, but rich and interactive experiences that truly move the needle in educating and engaging users.

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What key advice would you offer to individuals starting in customer enablement or content creation, especially in navigating the challenges you faced?

Prioritize testing and learning over getting it right. No one gets it right the first time.

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Experience Uber Freight's Success in Action

Ready to transform your product content workflow? Learn how Hexus can help your team produce high-quality demos at the speed of your product roadmap.

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