Massimo Group Integrates Claude AI with Oracle NetSuite ERP to Improve Operations and Customer Engagement
Massimo Group (NASDAQ: MAMO) has integrated Claude AI from Anthropic into its Oracle NetSuite ERP across sales, supply chain, finance, marketing, and customer service. The goal: run leaner workflows, make faster decisions, and strengthen customer relationships across the business.
By combining Claude's reasoning and natural language capabilities with NetSuite's ERP backbone, teams get context-aware assistance inside daily processes. According to CEO David Shan, the initiative aims to improve productivity, speed up decision-making, and improve customer experiences as Massimo scales into 2026.
What operations teams can expect
- Sales: Faster quoting, contract checks, and account summaries pulled from ERP records and communications.
- Supply chain: Exception detection, PO status updates, vendor communications, and demand signals surfaced for planners.
- Finance: Variance analysis, close checklists, cash forecasting notes, and clean handoffs between accounting and operations.
- Customer service and marketing: Case summaries, knowledge-base answers, and personalized responses with ERP context.
- Product development: Faster feedback loops by synthesizing field input, support notes, and sales insights.
How it fits into NetSuite workflows
While implementation details weren't disclosed, effective ERP-AI integrations follow a few proven patterns. Keep AI inside the systems where work already happens, connect it to trusted data, and enforce role-based permissions.
- Access: Role-based controls tied to NetSuite permissions; AI sees only what the user can see.
- Data: Read from ERP master data plus approved docs; write-backs require approvals or controlled automations.
- Guardrails: Clear prompts, source citations, and human-in-the-loop for high-impact actions.
- Auditability: Logging of inputs, outputs, and actions for compliance and continuous improvement.
Metrics to track from day one
- Supply chain: Exception rate, on-time delivery, inventory turns, planner workload hours saved.
- Sales and service: Quote cycle time, win rate, first-contact resolution, average handle time.
- Finance: Days to close, forecast accuracy, aged receivables follow-up time.
- Customer outcomes: CSAT/NPS trends, time to resolution, repeat contact rate.
Risks and controls
- Accuracy: Validate critical outputs with human review and enforce confidence thresholds.
- Privacy and security: Keep PII and sensitive supplier terms protected; apply data retention policies.
- Change management: Train teams, set usage guidelines, and establish a feedback loop for prompt and workflow updates.
- Value realization: Tie use cases to clear KPIs, review quarterly, and expand only where impact is proven.
Outlook
Massimo expects faster product development cycles, tighter supply chain coordination, and more responsive, personalized customer support. The company views this as a foundation for improved operational performance as it prepares for continued growth into 2026 and beyond.
About Massimo Group
Massimo Group manufactures and distributes powersports vehicles and boats. Headquartered in Texas, the company offers UTVs, ATVs, and mini bikes for outdoor use across the United States.
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