AI I build.
From consumer simulation to store operations and demand forecasting. Nine systems at different stages: production, pilot and development. Each case explains the problem, the approach and what we know about the result.
- 01 · Marketing intelligenceIn production · 8 brands
Andrea
The simulation marketing was missing: a 100,000-person synthetic society, creative auditing and Bayesian attribution in one system.
- Synthetic respondents
- 100KSynthetic respondents
- Brands in production
- 8Brands in production
- Modules
- 30+Modules
- 02 · Store operationsIn production · 160+ stores
IRIS
Retail's operating layer, running on WhatsApp: photo-based visual validation, voice-note ticket routing, and AI-answered Google reviews.
- Stores · 10+ brands
- 160+Stores · 10+ brands
- Photo to verdict
- <10sPhoto to verdict
- Google listings managed
- 196Google listings managed
- 03 · Customer brainLive pilot · Hoka
Draper
An omnichannel decisioning brain for the holding's customers: it decides who to contact, what to offer, when, and on which channel — consent first, with measured lift.
- Banners holding customer data
- 17Banners holding customer data
- Live pilot (Hoka: 3 stores + cl.hoka.com)
- 1Live pilot (Hoka: 3 stores + cl.hoka.com)
- Data law, native to the model
- 21.719Data law, native to the model
- 04 · Pricing intelligenceIn production · internal
Cerebro
Pricing decisions with the market in view: official prices, competitors and data quality for three business units on a single risk table.
- SAP vs. storefront checks
- DailySAP vs. storefront checks
- Business units
- 3Business units
- Prices with evidence
- 100%Prices with evidence
- 05 · Marketing mix modelingIn production · 8 brands
Meridian
A Bayesian MMM in production, built on Google's Meridian and fitted on 137 weeks of real point-of-sale revenue.
- Brands converged
- 8/8Brands converged
- R² on the largest brand
- 0,98R² on the largest brand
- Weeks of real revenue
- 137Weeks of real revenue
- 06 · Demand forecastingDeployed · GCP
Delphine
Multi-modal sell-through prediction for footwear: a photo of the shoe plus its attributes, and a buy/pass verdict before the season.
- Training rows
- 134,690Training rows
- Out-of-sample AUC
- 0.723Out-of-sample AUC
- Model features
- 105Model features
- 07 · Voice AIIn use · 3 chains
Chispeza
Voice AI in Chilean Spanish that interviews candidates and trains retail salespeople — automated screening and sales roleplay with difficulty levels.
- Active AI agents
- 18Active AI agents
- Voice latency
- <1sVoice latency
- Retail chains
- 3Retail chains
- 08 · Marketplace operationsLive · Chile & Mexico
Octavius Flow
A multi-agent system running the group's multi-brand retail across marketplaces — MercadoLibre, Falabella, Paris, Ripley — with agents running on schedule.
- AI agents
- 7AI agents
- Marketplaces
- 4Marketplaces
- Countries (Chile & Mexico)
- 2Countries (Chile & Mexico)
- 09 · Financial intelligenceBuilt · multi-entity
Cifra
Cash-flow management for a multi-entity retail operation: five Excel sources consolidated into a 38-category model, with an AI agent on top.
- Cash-flow categories
- 38Cash-flow categories
- Group entities
- 5Group entities
- Real records tested
- 27K+Real records tested
The advisory side gets written down too. Two papers I published at Menlo & Oak — full text, no signup.
Your brand isn't in the answer
Citation replaced ranking: fewer than a third of searches now end in a click, and brands named inside an AI answer pull roughly 35% more organic clicks than the ones left out. The channel is still under 1% of total traffic and grew sixteen-fold in two years. In Latin America the bar is on the floor right now.
August 2026 · 13 min · menloandoak.comSales are up. Your cash isn't.
Marketplace is transparent in volume and opaque in margin: a business can post record sales four quarters running and contribute nothing to the bottom line, and the reports look excellent the entire time. One ratio settles it — if ACOS exceeds contribution margin, you are paying for the privilege of selling. Almost nobody computes it per unit.
August 2026 · 12 min · menloandoak.com
Several of these products also exist as solutions for other companies, through Menlo & Oak. See the advisory side.