Irish AI platform provider Advise is focused on helping retail manufacturers and brand-owners to unlock revenues and margin growth.
A new GenAI-powered agent aimed at manufacturers and brand managers represents an €8m investment by Dublin-based business Advise in its technology.
Advise’s GenAI agent is a major update to the company’s AI-powered SaaS platform and can help brands to reach actionable insights 10X faster than previous methods. The platform collates and harmonises sales, inventory and customer data from multiple sources into a single platform.
“Many businesses are still focusing on data collection and analytics, but we have moved beyond that”
The Advise analytics engine filters out data noise, identifies key patterns and presents the most critical information in real-time. The customised GenAI agent further enhances this process by translating complex analytics into clear, natural language explanations and recommendations, turning statistical outputs into human-digestible insights.
Augmenting the role of the category manager
The latest release was created by Advise’s Dublin-based engineering team, using a customised and trained large language model (LLM). While more widely available LLMs are typically limited to chatbot-style interactions, Advise’s agent moves beyond this.
The GenAI agent has been trained to augment the role of the category manager – the expert responsible for understanding product performance and optimising new product, pricing and promotion strategies. In doing so, the platform empowers consumer-packaged goods (CPG) 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,” said Kevin McCarthy, CEO of Advise.
“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.
“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 programmed the customised GenAI agent to work from a structured set of instructions and best practices. With the ability to personalise its output according to each customer, it can detect market shifts, anticipate trends and deliver guided and relevant insights tailored to business needs.
The agent also ranks, 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.
“LLMs are hugely powerful and are impacting every industry, but their output is non-deterministic and they suffer from creative hallucinations,” McCarthy explained. “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.”
Main image at top: Dr Kevin McCarthy, CEO and Co-Founder of Advise, and John Phelan, Commercial Director and Co-Founder of Advise
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