An automated AI-powered tool that grows customer business
Made by Many and Applied Data Science Partners (ADSP) partnered with Carlsberg Group to create ADAPT, an AI-integrated app designed to help On-trade customers (who run bars, restaurants, and clubs all over the world) become more successful.
Undertaking our signature customer-first approach, we uncovered unmet needs through primary research across multiple global markets. These soon became service concepts, co-designed with customers to create new tools that increased outlet revenue, and generated entirely new revenue streams for Carlsberg.
Get out of the building, and into the pub!
We took a Lean Start-up approach: immersing ourselves in customer contexts, needs, desires and pain-points.
Meanwhile ADSP began an exploratory analysis of order log and point of sale data to establish what insights could potentially be automated.
We learnt from the most entrepreneurial customers
The savviest outlet owners were already analysing spreadsheet data to make better planning decisions. We realised Carlsberg could help them do this much more effectively.
Massive value in under-leveraged data
Carlsberg’s ‘sell-in’ data provided a rich foundation to combine with additional data-sets to create insights that were millions of times more powerful than customers could derive on their own.
Designed in real bars; not in a lab
Smart AI was only half the solution: it took experience design to turn ‘insights’ into conversational ‘recommendations’ that are easy to scan, interpret and action. It was designing a no-brainer for people running busy, noisy bars.
Optimising a data-pipeline & experience rapidly in parallel
ADSP ran experiments with new data sources (e.g. geo, time, event, weather, social, POS data) to optimise the value & delivery of insights to customers, using a bespoke, smart scoring system built exclusively for the app.
MxM’s tightly integrated team structure and partnership allowed Carlsberg to test & develop ideas rapidly at scale & in context. Our cross-functional team brought strategic designers, engineers & data scientists together as a singular, start-up like ‘product team’.
Multi-market pilot & investment case
We worked with Carlsberg’s global Commercial and Market teams to create & validate an investment case through a 9-month, multi-market comparator pilot to demonstrate a 9% increase in sales to customers using the tool.