Work

Acuitus: AI Integration

Acuitus, the London-based commercial real estate auctioneers, are a long-standing client of Black Pig with whom we work on a range of digital projects including website and CRM development.

Responding to the rapidly changing technology landscape, Acuitus were convinced that AI would significantly benefit them in gaining a competitive edge. They asked Black Pig to integrate an AI solution into their CRM system, to assist them with their data analysis and marketing. The CRM contains thousands of records dating back over fifteen years, including auction results, property information, buyers, sellers, bidders and other contacts that have shown an interest in Acuitus’ auction properties. The quantity of data available was simply too large and complex for human analysis. However, by utilising artificial intelligence, Acuitus would be able to better analyse and understand the data and identify patterns of behaviour, correlations and trends. Armed with those insights they could focus their marketing activities to more effectively match potential buyers with properties they would be interested in.

We began with a discovery phase to investigate and review the AI options available to successfully connect to Acuitus’ CRM database. We created a development copy of the CRM for testing, using the chosen MCP server and AI agent, Anthropic’s Claude.

Next we devised a series of key prompts, starting with relatively simple analysis and expanding from there. Initial questions given to Claude covered topics such as who purchased the most properties from auctions in the last 12 months; who were the most frequent underbidders (second highest bidders who just missed out) in the last 12 months; and which contacts had bid in an auction in the last year, but were not subscribed to the Acuitus newsletter.

A quality control mechanism was essential to the success of the project and by working with the Acuitus team we were able to identify any of Claude’s early-stage answers which seemed questionable. The Black Pig development team could review Claude’s ‘thought process’ and decision-making in human language and this allowed us to troubleshoot the steps the AI had taken in order to find out where inaccuracies and hallucinations were occurring and why. From there we could refine the prompts and provide Claude with additional guidance on which parts of the data to look at, in order to produce a more consistently accurate answer.

Once we received approval from Acuitus, Claude was integrated into the live CRM server and we provided support to get the Acuitus team up to speed on how to use it. We are continuing to work with Acuitus on establishing new skills for Claude to meet their ongoing requirements.

The integration of Claude has been a game changer for Acuitus, allowing them to interrogate large amounts of CRM data quickly and easily, saving time and gaining valuable insights to guide their marketing decisions.

Richard Auterac, Acuitus Chairman, said “Black Pig took the time to understand our business processes and how our CRM fits within them. That understanding allowed us to embed AI into the way we do business, re-engineering tasks to improve process flow and get far more out of our data. The result has been greater efficiency, better use of our people’s time and, most importantly, a higher quality of service for our clients.”

If you would like to discuss how AI could have a positive impact on your business please call us on 01763 222 333 or email the.sty@blackpig.co.uk