Regal Rexnord is well-known for driving progress in industries from smart cities to advanced manufacturing. But at Sitecore Symposium 2025, the company’s own digital transformation story took center stage, showcasing how unifying dozens of brands under a single intelligent experience with SitecoreAI is redefining what digital transformation means.
Partnership at the engine of transformation
“I didn’t want a transactional partnership. I wanted a transformational partnership,” Dickson emphasized.
Tim Dickson, Chief Digital and Information Officer at Regal Rexnord, leads this charge with a vision to bring technology and business closer together to create seamless, human-centered digital experiences. Dickson’s philosophy on partnership is clear and uncompromising. For him, a true partnership is built on mutual trust, shared goals, and a commitment to transformation, not just transactions.
Since joining Regal Rexnord two years ago, Dickson has relied on Sitecore as a strategic partner. Sitecore’s early investment—sponsoring Dickson’s first digital office hackathon in Chicago—set the tone for a relationship built on co-innovation and shared risk.
Sitecore’s willingness to invest, collaborate, and even co-develop intellectual property has made them an integral part of Regal Rexnord’s digital journey. This partnership is so central that Dickson presents Sitecore’s role in digital transformation to Regal Rexnord’s board of directors every quarter. “I wouldn’t present a partner to the board that I didn’t trust,” Dickson said. “Now we’re both on the hook to make this transformation happen.”
From on-prem to cloud and from local to global
Transformation at Regal Rexnord is as much about culture as it is about technology. When Dickson arrived, he inherited an on-premises team. The main challenge was to move to the cloud, embrace microservices and headless architecture, and upskill the team for the future.
A pivotal moment came with the Chicago hackathon, where Dickson’s team partnered with Kogafi, a Ukrainian firm, to demonstrate what was possible with XM Cloud (now known as SitecoreAI). This event didn’t just showcase technology. It inspired the team, built new skills, and laid the foundation for a global digital platform.
The results speak for themselves. Regal Rexnord has launched eight family brand sites, driving business and brand recognition worldwide. The team’s achievements were recognized with a digital impact award, a testament to the power of partnership and upskilling.
Dickson’s commitment to his team’s growth is personal. He encouraged developers to get certified in XM Cloud (now SitecoreAI), transforming them into true product experts. A visit to the Hyderabad, India, development team—where ten newly certified developers celebrated their achievement—underscored the global, people-first nature of Regal Rexnord’s transformation.
Personalization, storytelling, and customer connection
One standout example is Rexy, the generative AI chatbot on the RegalRexnord.com SitecoreAI website. What began as a simple Q&A bot has evolved into a conversational AI that helps OEMs and distributors find information and purchase products. This innovation has transformed customer engagement and streamlined the buying process.
At the heart of Regal Rexnord’s new digital experience is personalization, powered by AI. Dickson shared how AI has been a game changer, making it easier for customers to do business with Regal Rexnord in any digital channel.
Sitecore’s AI capabilities also drive personalization based on behavior, customer profile, and geographic location—boosting international traffic and brand awareness. AI-powered product recommendations, similar to those on major ecommerce platforms, now guide B2B buyers to the right products, whether it’s an electric motor or an engine.
The global story
Regal Rexnord’s transformation is truly global, spanning headquarters in Milwaukee, a digital hackathon in Chicago, a Ukrainian partner, and a development team in Hyderabad. Dickson’s pride in his team is palpable, and he credits their dedication as the reason for the company’s success.
“Transformation is about culture. It’s a cultural shift to a digital mindset and painting a picture to your team of a digital future,” Dickson said. The team’s achievements are celebrated and shared, reinforcing a sense of pride and ownership across continents.
Redefining digital transformation
Dive deeper into Regal Rexnord’s journey with Sitecore
Join Sitecore’s CEO Eric Stine and Regal Rexnord’s Chief Digital and Innovation Officer Tim Dickson for an insightful episode of Digital Visionaries.
Regal Rexnord’s journey is a lesson in bold, people-driven digital transformation. By uniting technology and business, investing in partnerships, and empowering teams with AI, the company is setting a new standard for what’s possible in the industrial sector.