In April 2025 Advise launched a GenAI agent for brand owners, representing an €8m investment by the company in its AI platform. The launch was covered by the Irish Independent, ThinkBusiness, TechCentral and TechBuzz Ireland.
Dr Kevin McCarthy, CEO and Co-Founder, and John Phelan, Commercial Director and Co-Founder of Advise.
What launched
The agent was built by Advise's engineering team in Dublin to work alongside category managers at brands such as Kerry (now Kinisla), Dr. Oetker, Pilgrim Food Masters, Tayto and Britvic. The platform underneath collects and harmonises sales, inventory and customer data from every source into one view. The analytics engine filters the noise and finds the patterns. The agent then explains what the numbers mean in plain language and recommends what to do, helping brands reach actionable insight up to 10 times faster.
That agent is the foundation of what is now the Intelligence layer of Advise: Context and Chat on top of Core, with every number computed by the Advise Engine.
What we said
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.
Dr Kevin McCarthy, CEO, Advise
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.
Dr Kevin McCarthy, CEO, Advise
That second point still shapes how the AI in Advise works today. The AI never runs a query. It never invents a number. It chooses analyses from a governed Function Registry, and the Advise Engine computes every figure.
Read the coverage
- Irish Independent: Analytics company Advise invests €8m in consumer goods AI
- ThinkBusiness: Dublin AI player Advise invests €8m in breakthrough brand platform
- TechCentral: Advise launches bot for brands after €8m investment
- TechBuzz Ireland: Advise AI investment surpasses €8M as it launches GenAI agent for brands