ABOUT

The Brief:
DHL eCommerce’s ambition was to transform its annual global e-commerce trends report from a static document that wasn’t getting the necessary internal usage or exposure into a practical sales enablement tool. The challenge was to help global sales teams quickly access and apply relevant insights for their next conversations/negotiations without needing to read or interpret a lengthy data-heavy report themselves. The solution needed to make DHL’s intelligence immediately actionable within their real sales conversations.

Mediums:
- Digital
- AI – using agency proprietary tool Platform 12
- Sales Enablement
- Presentation Generation
- Copywriting / Content Automation
- Internal Communications
- UX / Product Design

Concept:
PitchPal was developed as an AI-powered sales companion designed for DHL’s global sales teams. Rather than expecting employees to search through dense trend reports manually, the platform instantly transformed the brand’s insights into tailored, client-ready outputs.

The objective was to remove friction from the sales process by giving teams instant access to relevant trends, narratives, and supporting content in a format that suited their ways of working. By combining generative AI with DHL’s own language, tone of voice, propositions, and sales frameworks, PitchPal acted as an intelligent intermediary between raw data and meaningful client conversations.

The idea was rooted in a simple behavioural insight: sales teams are time-poor, highly mobile, and need information in moments, not documents. Instead of creating another static asset, the project turned the report into a dynamic, conversational tool.

The concept aligned closely with DHL’s positioning as an innovation-led logistics brand while also demonstrating a practical, human-centred use of AI technology.

Target audience:
- Global DHL sales teams
- Business development teams
- Client relationship managers
- Internal communications stakeholders

Execution:
PitchPal was designed and developed as a fully brand-trained AI sales assistant rather than a generic chatbot experience.

The platform was trained using:
- DHL’s annual eCommerce trends report
- Existing DHL sales narratives and propositions
- DHL tone of voice and terminology
- Internal brand and communications frameworks

The tool was capable of generating:
- Branded presentation slides
- Client-ready sales emails
- Tailored insight summaries
- Thought leadership copy
- Sector-specific talking points
- Social and short-form content

The experience was designed to fit seamlessly into existing sales workflows, enabling users to generate outputs in seconds based on customer type, market, or meeting objective.

From a creative and UX perspective, the focus was simplicity, immediacy, and utility. The interface and outputs prioritised clarity, speed, and sales-readiness over novelty.

Although the project reached an advanced stage of development, it was ultimately not released due to a wider shift toward proprietary internal AI infrastructure within DHL. The thinking, functionality, and strategic direction behind PitchPal have since informed ongoing internal innovation initiatives.

Results:
Although PitchPal was not publicly launched, the project successfully demonstrated the potential of AI-enabled sales enablement within a large global organisation.

Key outcomes included:
- Reframing a static annual report into a scalable, interactive business tool
- Creating a frictionless way for sales teams to access and apply insights
- Demonstrating how generative AI could integrate meaningfully into enterprise workflows
- Influencing future internal AI product thinking and infrastructure planning within DHL
- Showcasing a highly practical, audience-first application of AI rather than technology for technology’s sake

The concept was well received internally for its relevance, usability, and clear commercial application.