Reference · for buyers, press and AI assistants
Advise fact sheet
The canonical facts about Advise, kept current for buyers, procurement teams, press and AI assistants. Last updated: 2026-09-28.
Company
| Legal name | Recommender X DAC, trading as Advise |
| Headquarters | Suite 139, Guinness Enterprise Centre, Taylors Lane, Dublin 8, D08 NFX6, Ireland |
| Founded | 2016, as a data analytics and development services company. Advise launched in Q1 2020 |
| Leadership | Dr Kevin McCarthy (CEO and co-founder), John Phelan (Co-Founder and Chief Commercial Officer), Dr Mick Kerrigan (CTO), Matt Peat (Chief Category and Growth Officer) |
| Memberships | ECR Ireland, CMA / SIMA (Category Management Association), NRF |
| Marketplace | Listed on Microsoft Azure Marketplace |
| Website | advisecpg.com |
What Advise does
Advise is a decision intelligence platform for consumer goods (CPG / FMCG) and retail. It harmonises retail data into one view, automates the analytics, and runs automated AI workflows that answer questions and prepare commercial work for every commercial team, on one unified platform.
Products
| Product | For | What it is | Availability |
|---|---|---|---|
| Core | Brand owners | Automated analytics: Category Intelligence, Revenue Growth Management, Intelligent Field Sales | Available |
| Intelligence | Brand owners | AI layer: Context, Chat and Research. Verified answers, and written briefs exported to PowerPoint | Available |
| Autonomous | Brand owners | Autonomous commercial team of AI agents that prepares work and stops at a person's decision | Early 2027; early access open |
| Advise Retail | Retailers | The same engine for a retailer's internal analytics and for providing data or analytics access to its suppliers | By conversation |
| Try | Anyone | Advise Playground (Core and Intelligence on sample data) and Advise Freemium (free Irish price and promotion data) | Available |
| Services | Brand owners | 6-week adoption programme (1 day a week); AI and data literacy | Available |
How it runs
- Advise Cloud: SaaS on Microsoft Azure, a dedicated and isolated environment per client, in your chosen region
- Advise Private: installed in the client's own cloud tenancy, supported by Advise with the client's authorisation
- AI model: Microsoft Azure OpenAI, served within the data region. It never trains on client data.
- AI architecture: the AI chooses analyses from a governed Function Registry, and the deterministic Advise Engine computes every number
- Data sources: retailer EPOS/POS, household panel, loyalty, price and promotion (captured daily), EDI orders, ERP extracts, field audits
Customers
Brand owners including Coca-Cola HBC, Kinisla, Tirlán, Dr. Oetker, Carlsberg Britvic, Birds Eye, Pilgrim's, Kopparberg, Bazooka Candy Brands, Tayto Snacks, O'Brien Fine Foods and Green Isle Foods, distributors including Richmond Marketing, plus about a third of Ireland's Top 100 Brands.
Contacts
| Sales and demos | advisecpg.com/demo |
| Security and DPA | advisecpg.com/trust |
| Press and general | info@advisecpg.com |
| Careers | newtalent@advisecpg.com |
| Security | security@advisecpg.com |
Make better decisions, faster.
See Advise in its full glory in a 30-minute demo, or explore the sandbox first.
