Advise launches AI assistant as investment surpasses €8m
Automated data, analytics and AI platform provider Advise has developed a generative AI agent for brands, pushing the Dublin-based company's total investment in artificial intelligence past €8m.
The agent is intended as an informed assistant working in consumer-packaged goods, helping them to making pricing decisions more quickly with clear recommendations, and Advise said it represents a major update to its AI-powered SaaS platform.
The platform collates and harmonises sales, inventory and customer data from multiple sources into a single platform, according to Advise.
The Advise analytics engine filters out data noise, identifies key patterns and presents the most critical information in real-time.
The customised GenAI agent then translates complex analytics into clear explanations and recommendations and turns statistical outputs into digestible insights.
The latest release was developed by Advise's Dublin-based engineering team using a large language model (LLM), and goes beyond the limited chatbot-style interactions typical of more widely available LLMs.
Advise has programmed the GenAI agent to work from a structured set of instructions and best practices, and it has the ability to personalise its output according to each customer.
The agent can also detect market shifts, anticipate trends and deliver guided and relevant insights tailored to business needs.
It can also rank, through a News Feed on the Advise platform, its insights based on relevance and urgency, ensuring users receive tailored, high-value recommendations on their next steps.
The GenAI agent has been trained to augment the role of the category manager, who is responsible for understanding product performance and optimising new product, pricing and promotion strategies.
Advise said the platform empowers consumer-packaged goods brands such as Kerry, Dr. Oetker, Pilgrim Food Masters, Tayto and Britvic to take decisive action that will result in revenue growth.
"Many businesses are still focusing on data collection and analytics, but we have moved beyond that. We have automated data processing and evolved GenAI to augment and act as a valuable assistant to category managers; turning data into insights and decisive actions that drive margin growth and competitive advantage," said Kevin McCarthy, CEO of Advise.
“At Advise, we believe that the future of category management isn’t just about gathering more data; it’s about making smarter decisions, faster.
"Our new GenAI agent doesn’t just analyse; it anticipates. It learns, adapts, and prioritises what matters most for each brand, providing tailored recommendations that translates directly into growth. It enables users to move beyond spreadsheets and dashboards to proactive decision-making.”
Advise has now invested more than €8m in its AI capabilities.
“LLMs are hugely powerful and are impacting every industry, but their output is non-deterministic and they suffer from creative hallucinations. This can make them unsuitable for numeric and statistical analysis unless carefully managed.
"What we have created is the next generation of CPG decision-making: where you don’t just gain trustworthy information, but a strategic advantage using GenAI. In a world where speed and precision define success, this is how the best brands will stay ahead."
Photo: Dr Kevin McCarthy, CEO and co-founder of Advise, and John Phelan, commercial director and co-founder of Advise. (Pic: Supplied)
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