Making AutoSergei real with Meer-tech
Merkle
Client: Compare the Market
In a competitive market of annoying operatic singers, robots called Brian, and men dancing in suit jackets and high heels, the Meerkats played a critical role in CtM’s rapid growth in the Price Comparison market. But in an evolving world, where research shows ‘comparing’ is too much effort for a third of us, we now flock to AI‑powered services that simplify our complicated lives and make everything feel, well… simples! This shift shook Compare the Market to the core. The truth was, we weren’t in a brand fight anymore, we were in a fight for intelligent convenience, and we needed to transform fast. In just 9 months, we turned a Brand‑led business into an Experience‑led, AI‑enabled one. We changed the way the nation compared prices and rewrote the category rules yet again. How? Launched in 2019 to Steve Jobs–style fanfare, we evolved a templated follow‑up mechanic into CRM technology that exceeded the TV hype. This digital transformation harnessed the operational power of AI and automation to supercharge AutoSergei - turning him into a living, breathing, personalised omni‑service that genuinely felt real. He delivered 25 million personalised quote journeys and grew CRM’s overall revenue contribution dramatically, proving how AI - when embedded operationally - can redefine customer experience at scale.