Transforming commercial execution with AI-driven sales recommendations

In the fast-moving world of consumer goods, sales teams often navigate overwhelming amounts of information spread across different systems. Understanding which stores to prioritize or which products to promote can quickly become guesswork.

A global consumer goods leader wanted to ensure that every visit counted. Leadership sought a way to translate high-level strategic goals into specific, actionable recommendations for each salesperson. The challenge was to combine top-down priorities such as pushing key SKUs with bottom-up insights drawn from demand patterns, inventory needs, and real-time sell-through signals.

In partnership, we’ve developed an intelligent assistant that connects analytics, AI, and human decision-making in one seamless workflow. At its heart, the solution uses AI models to identify product opportunities at the SKU and store level, detecting shifts in demand, competition, and purchase behavior. These insights are refined through a layer of business logic that keeps recommendations grounded in reality, ensuring volumes remain achievable, removing outdated items, and highlighting the most valuable opportunities for each visit.

For sales representatives, this means starting everyday with a personalized list of recommended actions tailored to their route. For managers, a performance tab tracks progress toward sales targets and highlights how each territory is performing.

A complementary Territory Execution module provides a complete view of visit coverage, call productivity, and distribution gaps, helping teams connect field activity to strategic outcomes.

This new platform brought structure, focus, and clarity to the organization’s daily operations. Sales representatives gained confidence in their priorities, managers saw execution quality improve, and leadership could finally track progress in real time.

The impact was clear:

• More than 100,000 daily sales opportunities identified, representing roughly six percent of total sales
• Around 5,000 nudges sent every day to guide field execution
• Over 1,500 daily active users engaging with the platform
• Greater transparency and discipline in commercial operations
• Stronger alignment between strategic planning and in-store execution

At the end, this project created a new way of working. By empowering sales teams with clear guidance and giving leaders real-time visibility, the company strengthened its commercial rhythm and laid the foundations for data-driven growth at scale.

The commercial execution assistant now plays a central role in how the organization drives performance, turning information into insight, and insight into measurable impact.