Industries
Sales, marketing and supply chain solutions for food and liquor, pharmaceuticals, building materials, retail, wholesale, consumer goods and financial services.
Complexica's Decision Cloud® is used across a large variety of industries, including:
CPG – ManufacturersPernod Ricard, AsahiView solutions →
CPG – RetailMetcash, Endeavour GroupView solutions →
Ports & LogisticsAurizon, Toll, LinfoxView solutions →
Construction & IndustrialCoventry Group, PolyaireView solutions →
PharmaceuticalsPfizer, Boehringer Ingelheim, Johnson & JohnsonView solutions →
Wholesale & DistributionPFD Foods, Bunzl, ALMView solutions →
Financial ServicesWestpac, ChallengerView solutions →
Consumer GoodsSodaStream, Australian Outdoor Living, Haircare AustraliaView solutions →
New · AI Agents
AI agents, tailored to your industry
Alongside Decision Cloud®, Complexica now designs, builds and operates AI agents that carry out multi-step processes inside your systems, such as reading orders, checking documents and chasing exceptions, with your people approving the steps that matter. Each industry below shows where agents fit, with examples that companies in that industry have reported publicly.
CPG – Manufacturers
Manufacturers and suppliers of branded food & liquor products typically go to market via major retailers and distributors, each channel presenting its own set of challenges and opportunities, including:
- Retailers extensively using price-based promotional strategies to win market share
- Consumers trained to expect price reductions
- Manufacturers fighting amongst themselves (and against the retailers' private label brands) for a share of shelf and consumers dollars
- Working capital locked up in inventory with limited shelf life and based on inaccurate demand forecasts
- Stretched field teams thinly spread across a long-tail of stores and hospitality venues to call on
Podcast: AI and its application in the Food & Beverage sector
These challenges and opportunities can often be tackled with a more sophisticated, science-based approach to optimise trade spend promotions, as well as inventory & working capital, and your in-field sales force structure and activities. Complexica’s solutions for CPG manufacturers include:
- Promotional Planning & Trade Spend Optimisation
- Intelligent Quoting & Order Management
- In-field Sales Enablement
- Predictive Demand Planning
AI Agents
AI agents for CPG manufacturers
- Deductions recovery. The agent gathers retailer deductions from customer portals, proof-of-delivery records and the ERP, matches each claim to the trade agreement, and drafts disputes for an analyst to approve.
- Order intake. The agent reads orders from retailers, distributors and venues that arrive by email or PDF, checks them against stock and price lists, and keys clean orders into the ERP. Exceptions go to customer service.
- Field sales preparation. Before each visit, the agent pulls sales, promotion and stock data for the outlet into a call plan and suggested order. The rep confirms.
Reported in the industry: Kraft Heinz is moving retailer deductions to an agentic accounts receivable system, in which agents pull data from customer portals, carrier systems and ERPs and match debit memos against proof of delivery (Consumer Goods Technology, Jun 2026). PepsiCo has announced it will deploy AI agents across its sales teams and customer service (PepsiCo, Jun 2025).
CPG – Retail
The everyday reality of CPG retailing is that consumers are more informed, more value-oriented, they want a better omni-channel experience, and expect price reductions. Common challenges and opportunities of retailing include:
- Consumer churn from brick-and-mortar towards digital channels
- Competitive environment with significant margin pressure and use of price-based promotional strategies
- Excessive working capital tied up in inventory holdings due to inaccurate demand forecasts
Podcast: AI and its application in the Food & Beverage sector
In such a fast-paced and highly competitive landscape, margin pressure and stock availability are a constant, which makes it critical to effectively manage price-promotion strategies and stay on top of supply chain processes. Complexica's solutions for CPG retailers include:
- Promotional Planning Optimisation
- Pricing Optimisation
- Predictive Demand Planning
- Inventory & Replenishment Optimisation
AI Agents
AI agents for CPG retailers
- Basket-building assistant. The agent turns a meal plan, a recipe photo or a shopping list into a priced basket with member offers applied. The shopper reviews and approves every item before checkout.
- Supplier negotiation. The agent negotiates terms with long-tail suppliers within limits the buyer sets, and records the agreed terms for sign-off.
- Supplier and retail media support. The agent answers suppliers’ and advertisers’ questions on performance, bidding and billing, and recommends next steps. The supplier decides.
Reported in the industry: Woolworths has rebuilt its Olive assistant as an agent that builds meal plans, reads photographed recipes, applies Everyday Rewards discounts and fills the basket, with customers approving every item before checkout (iTWire, Jun 2026). Walmart uses an AI agent to negotiate purchase terms with smaller suppliers of the equipment it uses, and found nearly three out of four of those suppliers preferred it (Bloomberg via PYMNTS, Apr 2023).
Ports & Logistics
The ports and logistics industry plays a crucial role in the global economy, and it has been continuously pressure-tested by global supply chain disruptions. Now more than ever the industry needs to keep pace with the ever-increasing customer demand for quick and reliable supply of goods. By leveraging technology, ports and logistics operators can overcome many of the challenges and achieve greater efficiency, sustainability, and overall operational excellence. Complexica’s solutions for the Ports and Logistics industry include:
- WaveSCM Logistics Enterprise – transport, rail, yard, warehouse and container park management
- WaveSCM Ports & Terminals – vessel management, yard management and customer portal for container, bulk and general cargo terminals
- WaveSCM Decision Cloud – AI optimisers for rail capacity, rail loading, yard decking, job scheduling, supply chain and email workflow
Complexica recently acquired Wave Systems, an Australian vendor with 20 years of experience in the terminal management space. To find out more about Wave Systems, please visit the Wave Systems website.
AI Agents
AI agents for ports and logistics
- Quote and order intake. The agent reads emailed shipment requests, prices them and creates the job in your transport management system. Unusual shipments go to your team.
- Bookings and appointments. The agent books and reschedules pick-up, delivery and dock times by email and phone, and follows up drivers. Exceptions go to operations.
- Track-and-trace enquiries. The agent answers “where is my freight?” from live tracking data, and opens a case for a person when it can’t resolve the query.
Reported in the industry: C.H. Robinson reports that its AI agents have performed over 3 million shipping tasks, including more than 1 million price quotes and 1 million orders (C.H. Robinson, Apr 2025). In Australia, Team Global Express has 12 AI agents in production (iTnews, Jun 2026).
Construction & Industrial
Manufacturers and suppliers of building materials have varying sophistication levels when it comes to effective use of data and decision analytics to drive effective margin and volume growth. This is driven by the inherent market complexities, challenges and opportunities, including:
- Complexity in go to market channels, ranging from B2C retailers and B2B trade centres to wholesalers/distributor partnerships and direct distribution to the trade
- Large number of disparate customers, ranging from national chains to independent retailers/trade centres, to large B2B commercial accounts all the way down to a long tail of small trade businesses indirect distribution
- Large product/SKU range creating complexity for sales reps, as well as significant working capital requirements to maintain the long tail of SKUs across various inventory stocking points
- Shifting market dynamics due to changes in economic conditions and other macro factors, forcing industry players to become more targeted in resource allocation/utilisation to realise wallet share growth and retention
These challenges and opportunities can often be tackled with a more sophisticated, science-based approach to unlock opportunities in the long tail of customers and optimise resourcing, inventory & working capital decisions. Complexica's solutions for suppliers of building materials include:
- Intelligent Quoting & Order Management
- In-field Sales Enablement
- Dynamic Pricing
- Digital Enablement
- Predictive customer churn
- Predictive Demand Planning
AI Agents
AI agents for construction and industrial suppliers
- Material lists to draft orders. The agent reads emailed lists, PDFs, spreadsheets and job-site photos, matches each line to your catalogue and builds a draft order. Staff approve it before it reaches the ERP.
- Quote drafting and follow-up. The agent applies the customer’s pricing, suggests substitutes and drafts the quote. A rep approves every quote, and the agent follows up the ones not yet answered.
- Ordering by message. Builders place, change and track orders over WhatsApp or similar apps, with the agent checking stock and delivery slots.
Reported in the industry: Holcim’s AI Ordering Assistant lets customers manage orders through WhatsApp, Viber and Telegram. It is live in Spain and launching in Poland and Egypt (Holcim, 2026). Building supply dealer Swift Supply piloted an AI tool that turns emailed or photographed material lists into draft orders, with no order reaching the ERP until an employee approves it (Distribution Strategy Group, Sep 2026).
Pharmaceuticals
The impact of good and poor decisions are magnified within pharmaceutical companies, as the resources involved come at a high cost and often time-critical, regardless of whether it's in sales, marketing or supply chain. Add to this an ever-increasing regulatory framework on market access, pricing, and collection and use of data, and the complexity and consequence of decisions increases even further. Common complexities, challenges and opportunities in pharmaceutical companies include:
- Making sense of incomplete and disparate consumption data, which is affected by regulatory restrictions on the use and distribution of prescription data
- Changing expectations from health care providers regarding channel of choice and frequency to consume educational & marketing content
- High cost of in-field sales teams
- High working capital and risks associated with consignment stock in hospital and medical clinics
- Extended lead times to manufacture and import supply
In this highly specialised industry, opportunities exist to improve sales, marketing and supply chain metrics – be it through more personalised conversations driving improved customer engagement, more accurate forecasts for contract manufacturing, or predictive replenishment to optimise working capital. Complexica’s solutions for pharmaceutical manufacturers include:
AI Agents
AI agents for pharmaceutical companies
- Pre-call planning. The agent pulls CRM and market data, ranks which healthcare professionals to see and builds a plan for each call from past contact. The rep decides.
- Regulated document drafting. The agent assembles approved text and study-specific details into draft documents. Medical writers and reviewers edit and approve them before anything is submitted.
- Promotional material pre-checks. The agent checks draft materials against approved claims and your code of conduct, and flags issues with suggested fixes before formal review.
Reported in the industry: Sanofi’s field sales agent prepares a rep’s pre-call plan, prioritising which doctor to see from specialty and prescribing history, in seconds rather than hours (Snowflake and Sanofi, Jun 2026). Novo Nordisk drafts clinical documentation with AI, with every output going to people for review and approval, and reports clinical study documentation that took more than 10 weeks now taking 10 minutes (Anthropic customer story, 2026).
Wholesale & Distribution
Wholesalers & distributors are tasked with bringing products to market, and their operations are typically characterised by a large product range, long tail of customers, and thin margins. As such, there is little room for error in making pricing and supply chains decisions when managing the inherent complexity of a wholesales/distribution operation. And no matter if you distributing auto parts, electronics, health products, appliances, consumer goods, building materials, food, or liquor, the everyday priority is the same: to optimise sales activities in a such way that leads to revenue and margin growth, as well as retention of customers and improvement in wallet shares and market share metrics. Common challenges and opportunities include:
- Constant margin pressure and lack of brand equity
- Broad SKU range across many different demand profiles, driving a complex Sales & Operations Planning (S&OP) process
- Large inventory holdings that create working capital costs and risks
- Complex operations with little room for error in pricing and supply chains decisions
- Varied spreadsheet-centric inter-departmental workflows, ripe for systemisation and digitalisation
- Retaining customers while simultaneously increasing wallet share
Optimising inventory levels, maximising margin, and improving the yield on sales resources are some of the benefits that Complexica is able to deliver to wholesalers & distributors across a variety of industries. Complexica’s solutions for wholesalers & distributors include:
- Sales Enablement
- Intelligent Quoting & Order Management
- Dynamic Pricing
- Predictive customer churn
- Predictive Demand Planning
- Inventory & Replenishment Optimisation
AI Agents
AI agents for wholesalers and distributors
- Order intake. The agent reads orders from emails, PDFs, photos and handwritten notes, matches each line to your products using order history, checks stock and drafts the sales order. A rep confirms before it posts.
- Quotes from customer requests. The agent reads requests with competitor part numbers or loose descriptions, applies contract pricing and drafts the quote for a rep to approve.
- Supplier invoice matching. The agent matches invoice lines to the purchase order and goods receipt, posts clean matches, and sends price or quantity variances to accounts payable.
Reported in the industry: US Foods has added AI ordering that turns photos, PDFs and handwritten notes into digital orders (Digital Commerce 360, Feb 2026). Ewing Outdoor Supply reports an 80% reduction in time spent quoting with an AI agent whose work posts to the ERP only after a rep confirms it (Distribution Strategy Group, Oct 2026).
Financial Services
In the highly competitive and regulated environment of financial services, it's not unusual for customers to swing between states of engagement, confusion, and dis-engagement. Given the high acquisition cost of new customers, it’s important for financial institutions to prevent churn, increase engagement, and improve share of wallet through the quality & timing of customer interactions. In this context, direct-to-consumer and intermediated financial services companies face a varied set of challenges and opportunities, including:
- Continuous competitor pressure driving customer churn
- Volatile customer engagement and satisfaction scores
- Broad product portfolios and challenges to increase wallet share
- Multiple marketing and service channels driving confusion and content saturation
In order to drive better returns from their customer interactions, financial institutions need to move from personalisation to targeted, well-timed, and contextual Next Best Conversations. Complexica's solutions for providers of the financial services include:
AI Agents
AI agents for financial services
- Claims triage. Agents check cover, verify the event, screen for fraud and calculate the payout. A person approves the decision.
- Loan document checks. The agent classifies payslips and bank statements, extracts the figures, calculates income and checks it against policy before a banker reviews the application.
- Service triage. The agent works out what the customer needs, resolves simple requests end to end and hands sensitive ones to staff with a summary.
Reported in the industry: Allianz Australia’s Project Nemo uses seven agents to process food spoilage claims in under five minutes up to final human review, and payout decisions are never automated (Allianz, Nov 2025). Commonwealth Bank’s orchestration agent resolved about 84.6% of self-service messaging interactions end to end in May 2026 (iTnews, Jul 2026).
Consumer Goods
No matter if you are manufacturing consumables, appliances, or electronics, effective management of trade spend and price-promotion strategies are critical to building both market share and brand equity, as well as the category itself. But doing so in a way that ensures you have the right stock at the right stores and that promotional activities are effectively executed is a never-ending challenge for limited in-field resources. Optimising resource allocation across pricing and trade promotions, replenishment, and retail execution workflows require a data-driven, science-oriented approach to improve decision making and business outcomes. The consumer goods industry presents its own set of challenges and opportunities, including:
- Strong competitive environment with significant use of price-based promotional strategies to build market share and brand equity
- Consumers trained to expect price reductions and also gravitating to online retailers to chase competitive deals
- Working capital locked up in stock inventory holdings due to inaccurate demand forecasts
- Stretched field teams spread across a long-tail of stores to call on for activations, with the added complexity of different business models amongst the various retailers, affecting their ability to influence range and share-of-shelf
Complexica’s solutions for manufacturers of consumer goods include:
- Sales Enablement
- Trade Spend Optimisation
- Pricing Optimisation
- Predictive Demand Planning
- Inventory & Replenishment Optimisation
AI Agents
AI agents for consumer goods manufacturers
- Customer service, warranty and parts. The agent answers product questions, tracks orders, registers warranties, starts returns, finds compatible parts and books service. Complex cases go to staff.
- Retailer deductions. The agent matches retailer claims to proof of delivery and trade terms, and drafts disputes for approval.
- Product listing checks. The agent checks how your products appear on retailer sites and in AI search against approved content, and drafts corrections for sign-off.
Reported in the industry: SharkNinja’s AI agent tracks orders, registers warranties (including for products bought from other retailers), starts returns and finds compatible parts, and handled 280,000 chats in its first four months (Salesforce customer story, Jun 2026). Fisher & Paykel uses AI agents to answer common questions, process orders and book service appointments (Salesforce, Nov 2024).
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