Case Study “AP CommsMate”

Mona Riemenschneider () and Jan-Lukas Kleinschmidt ()
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Mona Riemenschneider: BASF Agricultural Solutions
Jan-Lukas Kleinschmidt: BASF Agricultural Solutions

A chapter in Mastering CommTech, 2025, pp 515-528 from Springer

Abstract: Abstract This chapter presents a comprehensive case study on the development and implementation of “AP CommsMate,” a brand- and target-specific content creation tool utilizing generative AI at BASF Agricultural Solutions. The primary objective was to create an AI solution that integrates thousands of communication assets into a high-performance and user-friendly chat interface. In the article, readers will find a practical step-by-step view on the tool’s early development, integration into existing workflows and continuous improvement. It describes the strategic approach and creative concept, which involved a multidisciplinary team from both in- and outside the company. This chapter also discusses the challenges faced along the way, such as ensuring up-to-date data availability and achieving user adoption through a carefully planned roll-out strategy as well as the first identified key benefits of the tool, including efficiency gains, consistent messaging, and increased information transparency and access.

Keywords: AP CommsMate; Generative AI; Brand-specific messaging; Communication automation; Microsoft 365 copilot; Microsoft agent; Data-driven communication; Knowledge management; Efficiency gains; AI adoption strategies; Multidisciplinary development consistent messaging (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:fuobcp:978-3-031-90302-1_20

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DOI: 10.1007/978-3-031-90302-1_20

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