A Leading FMCG Manufacturer
Industry
FMCG
Year
2025
Stack
Axium, Azure Cloud, Azure OpenAI
⸻ Business Impact
Faster Access to Key Knowledge, More Scalable Sales, and a Faster Path to AI Value
We recently enabled a FMCG manufacturer accelerate their AI strategy and build an intelligent sales assistant that delivers product knowledge instantly, reliably, and at scale. Axium’s semantic modeling capabilities exposed via MCP (Model Context Protocol) unlocked a faster path to AI value, empowering sales teams with context-rich answers, reducing dependency on experts, and laying the foundation for AI-powered growth.
With MobiLab’s solution, the company transformed its sales knowledge operations into an AI-first, self-service platform that delivered:
90% reduction in turnaround time for product recommendations, which previously required expert input, now happens in seconds.
70% less SME involvement, allowing experts to focus on complex cases.
Improved customer responsiveness, as sales teams engage faster and more confidently with clients.
More scalable go-to-market execution, as knowledge became structured, centralized, and reusable across teams.
A future-proof AI-ready infrastructure, enabling easier integration of AI infrastructure through MCP.
By enabling faster answers, reducing specialist bottlenecks, and giving sales reps independent access to context-rich product data, we helped the organization scale smarter, without growing headcount.
More importantly, the solution shortened the time from AI investment to real business value.
⸻ STARTING POINT
Increasing Risk of Losing Knowledge Retention, Creating Bottlenecks in Operations
Our customer, a global FMCG manufacturing leader, offers an extensive portfolio of industrial products across diverse application areas. As their product catalog grew, so did the complexity of supporting sales teams in identifying the right product quickly and confidently.
Sales cycles increasingly depended on a limited number of product experts. This created bottlenecks, making it difficult to respond to customer inquiries quickly.
Our goal was to build a solution enabling every sales rep to navigate the complex product portfolio quickly and independently while preserving accuracy, context, and trust.
⸻ SETTING UP THE FRAMEWORK
Building an Intelligent Assistant That Offers Reliable Knowledge
We worked closely with business and product teams to understand how knowledge was accessed, shared, and applied in sales conversations. The gap was clear: customer inquiries often outpaced the organization’s ability to respond. The information was there, but it was trapped in siloed systems, expert heads, or fragmented formats, making it difficult to access.
Product knowledge was spread across multiple systems, file types, and languages from PDFs and technical diagrams to spreadsheets and undocumented business logic.
To solve this, we introduced a modular architecture powered by MCP.
With Axium acting as the semantic layer, we could centralize expert logic, defined domain concepts using visual ontologies, and structured the knowledge into a format usable by the AI assistant. MCP Server then exposed each of these capabilities as callable services, allowing the assistant to dynamically respond based on user intent and available context.
We set out to build a GenAI-powered knowledge system capable of understanding product context, guiding sales reps through structured questions, and offering accurate, explainable answers. All within MCP-enabled architecture that makes adding new tools and workflows future-proof.
How does MCP server work
Rather than organizing the solution around individual data sources or APIs, we shifted from a data-focused approach to a capability-focused one. This was especially important because the customer was operating in an already complex systems landscape. MCP Server allowed us to reduce complexity by orchestrating capabilities - not just integrating data. It connects data, logic, and tools into a modular, reusable system that can evolve over time. Instead of building a rigid pipeline that’s hard to maintain, MCP lets us design a capability network, where functions like retrieval, validation, translation, and recommendation operate independently but work together as needed.
⸻ SOLUTION
A GenAI Assistant Built on Axium Semantics
To solve the challenge of scale and complexity, we built a unified knowledge assistant powered by MobiLab’s Axium platform and connected through MCP, designed specifically for the needs of sales teams.
We began by modeling the product domain using Axium. We then built custom data pipelines and exposed them as MCP-capable tools so the assistant could dynamically combine retrieval, translation, validation and recommendation generation in a single conversational flow. To address the multilingual and inconsistent forms of data, we integrated Axium’s semantic modeling capabilities to standardize terminology. This eliminated the need for manual reviews or third-party tools, ensuring consistency from source to interface.
Beyond making data searchable, we focused on interoperability of systems in real time. We implemented a network of MCP-enabled interfaces and integrated them centrally. Together with the capability of Axium, this allows real-time interoperability between components, so the assistant can retrieve from multiple systems, validate against business logic. Our conversational assistant could now retrieve and understand product context from as many sources as necessary, even with incomplete user input, and return accurate, explainable answers tailored to the sales rep’s inquiry, without requiring any technical skills. The conversational frontend gives sales reps a simple, chat-based interface to engage with product knowledge without requiring technical skills.
On the backend, we built a fully integrated AI infrastructure that runs within the customer’s secure, private landing zone, ensuring scalability and governance without external dependencies or tool fragmentation. By turning static, siloed information into an interactive, trustworthy system, we delivered a knowledge solution that supports both scale and speed, without compromising on accuracy or oversight.
To sum it up, our solution includes:
➞ Axium Semantic Layer
Summarizes business knowledge in a visual graph, which is used for guiding the LLM and routing user queries to the right data sources.
➞ AI Search
Indexes text from structured and unstructured documents (PDFs, TXT, graphs), tagging content for hybrid semantic and keyword retrieval.
➞ Real-time Access to Various Systems
Enabled by MCP servers, our solution has easy access to a variety of data sources. Orchestrated by our AI agent, relevant information from these sources can be retrieved, combined and analyzed together.
➞ Flexible LLM Integration
Enhances responses by validating query completeness, contextualizing retrieved data, and delivering synthesized product recommendations.
➞ Sales-Facing Chat Interface
A lightweight, intuitive frontend providing a fluid conversational experience for sales teams.
⸻ Conclusion
Scaling Knowledge, Empowering Sales, Accelerating AI with Axium and MCP Server
The solution allowed sales teams to access the right product information instantly, without needing to rely on product experts for everyday questions. The result was a faster, leaner, and more responsive sales process.
By offloading routine inquiries from specialists, the business could redeploy its expertise to high-value engagements. With Axium and the MCP server setup, the assistant is no longer limited to answering questions, it can connect to and orchestrate a growing network of AI-powered capabilities.
Knowledge is now
-
- structured, centralized, and reusable
- governed and adjustable; usage, logic, and output are monitored and tunable
The platform is ready to expand from sales enablement to other customer-facing applications all in the same semantic foundation, powered by Axium.
Start small and scale.
Axium is designed future-proof, for all businesses to organize their knowledge and leverage the power of data and actionable business insights.
Let's go forward. Together.
Every business is unique. Let us show you how Axium can accelerate your data journey. Get in touch with us today!