Engage with our academicsCase Study : Adimo

The Business Challenge

Adimo is a company that is at the cornerstone of marketing and computer science and defines itself as a Martech firm. Adimo specialises in digital shoppable marketing solutions. The company’s technology platform connects content, commerce, and customers, to help leading brands such as Nestlé, Unilever, Bacardi and PepsiCo to drive online sales, attributable with real-time retailer sales data.

Knowledge Transfer Partnerships (KTPs) aim to help businesses improve their competitiveness and productivity through the better use of knowledge, technology and skills within the UK knowledge base. This KTP project to apply Artificial Intelligence (AI) in Digital Marketing was funded by UKRI through Innovate UK. The focus of this KTP is on the company’s shoppable recipe technology, which allows shoppers to add an entire meal’s worth of ingredients to a basket in as little as one click.

This technology can be added to any website on the Internet. The project aims to embed innovative Machine Learning (ML) capabilities to develop an automated, multi-lingual algorithm to create a recipe platform that removes the manual input of recipes to enable scale. The algorithm will enable a clear understanding of customer behaviour and searchable keywords, providing the opportunity for increasing revenue, profitability, and other business opportunities. Later stages of the project will add recommendation engine functionality to provide personalised recommendations.

The Knowledge Transfer

Dr Graeme McLean of the Department of Marketing is Co-Investigator in the KTP project with Adimo, in collaboration with colleagues in Computer & Information Sciences (Principal Investigator: Billy Wallace; Co-Investigator: Dr Dmitri Roussinov). 

The Value Added

The success of this project creates multiple opportunities for Adimo in the publisher space: by automating the recipe creation process, Adimo can work with publisher websites to make all their recipes shoppable, something that is time-consuming with the current solution. 

By building a solution that’s not restricted to the English language, Adimo can apply this technology to numerous food publisher websites across the world making Adimo a globally recognised brand and increasing its revenue and valuation substantially.

Contact details

 Undergraduate admissions
 +44 (0)141 548 4114

 Postgraduate admissions
 +44(0)141 553 6116/6105/6117


Strathclyde Business School
University of Strathclyde
199 Cathedral Street
G4 0QU

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