XTEL announced major new features and functionality for its trade promotion and revenue management technology as part of its leading position among AI-first solution providers for the world’s largest CPG companies and retailers. Underpinned by Microsoft’s enterprise cloud and AI ecosystem, the enhanced platform is engineered to enable pricing, promotions, assortment, and retail execution decisions faster, more accurately, and at scale for the first time.
At the heart of the enhancement is extended Assortment AI capability on XTEL’s Trade Promotion Optimization TPO offering. The enhanced offering allows each business to analyze and optimize revenue, margin, and growth opportunities in real time, supporting better-informed commercial decisions across various markets. By bringing together XTEL’s deep CPG-specific intelligence with Microsoft’s cloud infrastructure, the platform delivers an end-to-end AI-allowed commercial engine for global deployment with strict security and governance.
The collaboration was highlighted at NRF 2026: Retail’s Big Show, where XTEL demonstrated its latest innovations through short-form videos and immersive VR experiences. Attendees were given a practical view of how the company’s Revenue AI booster strengthens trade promotion planning, improves assortment strategies, and supports continuous revenue optimization. The demonstrations also illustrated how Microsoft’s AI and data services integrate seamlessly with XTEL’s specialized CPG logic.
Also Read: C5i Unveils Agent5i to Help Enterprises Safely Scale Agentic AI Across Core Operations
XTEL’s platform brings together a broad range of Microsoft technologies, including Microsoft 365 Copilot, Azure OpenAI, Azure AI Search, and enterprise identity and security services. Offered through the Microsoft Marketplace, the solution allows commercial teams to plan and execute fully connected revenue management processes while maintaining compliance and enterprise-grade reliability.
“The combination of XTEL’s CPG expertise and Microsoft’s enterprise cloud enables companies to run fully integrated commercial cycles at scale,” said Amber Brooner, Chief Revenue Officer at XTEL. “This integration delivers measurable business outcomes, including faster execution, improved trade promotion ROI, and enhanced decision-making across the entire revenue management lifecycle.”
At a technical level, the partnership unifies Microsoft 365 Copilot as a single AI interface, linking Microsoft’s advanced AI models with XTEL’s proprietary ADAM engine and agentic frameworks. Supported by Azure OpenAI, Microsoft Fabric, and enterprise data services, the joint solution delivers real-time insights, automated workflows, and continuous innovation—helping CPG brands and retailers respond more effectively to rapidly changing market conditions.
