FieldAssist and Chase Retail & Consumer Goods Forge Strategic Alliance to Propel AI-Native RTM Across European Enterprises
The alliance between FieldAssist and Chase Retail & Consumer Goods provides UK and European CPG brands with a faster path to autonomous frontline decision-making.
GURUGRAM, India, 31 July 2026 - FieldAssist, the global enterprise SaaS partner for CPG companies, announced a strategic partnership with Chase Retail & Consumer Goods, a commercial expansion specialist for the global consumer goods sector. Under the agreement, Chase becomes FieldAssist's growth partner for the UK and European markets, bringing FieldAssist's Salesforce Automation, Distributor Management, and Decision Agent capabilities to enterprise brands navigating some of the world's most complex retail and distribution structures.
The partnership arrives as European consumer goods leaders move past AI experimentation and demand systems that act on data rather than report it. Most enterprises already see what is happening on the shelf, in the route, and at the distributor; far fewer have systems that decide what to do next. FieldAssist and Chase are positioning the partnership to close that gap — shortening market-entry timelines for FieldAssist and giving European brands a proven, production-grade alternative to dashboard-era tooling.
Why This Partnership, Why Now
Agentic AI has matured from pilot projects into deployable, production-grade systems - and the markets best positioned to capture its value are those with the most advanced retail ecosystems. The UK and Europe lead the world in modern trade penetration, retailer collaboration, and category management discipline, which makes them the highest-leverage environment for AI-native RTM. The partnership is built for this moment.
What the Partnership Delivers
Leadership Perspective
Divir Tiwari, CEO and Co-Founder of FieldAssist, shed light on the strategic alignment: "The next decade of consumer goods will be decided by which brands let their data act, not just report. The UK and European markets are entering a major evolutionary leap, requiring systems capable of real-time, autonomous operational decisioning. With Chase as our trusted enterprise concierge, we are making our advanced, AI-native solutions seamlessly available to mature brands across the continent—transforming predictive data into immediate frontline execution."
Jason Murphy, Founder and CEO of Chase, shared: "European consumer goods brands do not suffer from a lack of data, visibility, or ambition. What they increasingly lack are execution systems capable of keeping pace with fragmented routes-to-market, complex distributor networks, and rapidly changing retail conditions."
He continued: "People create commercial outcomes. Technology enables them. That is why we chose to partner with FieldAssist. This decision was not based on potential alone; it was based on production maturity. We saw a platform already operating at scale, already solving frontline execution challenges, and already demonstrating how AI can move beyond reporting to supporting the user with their decision-making. For European enterprises looking to turn insight into action, FieldAssist represents a practical, proven step forward."
About FieldAssist
FieldAssist is an AI-native Route-to-Market platform trusted by more than 700 consumer goods brands globally. The platform digitises the end-to-end sales and distribution ecosystem — spanning sales force automation, distributor management, and Decision Agents — giving enterprise leaders real-time visibility and autonomous, in-flow decisions across the route, the shelf, and the distributor network.
About Chase Retail & Consumer Goods
Chase Retail Consumer Goods, part of Chase RCG, is dedicated to introducing innovative and high-impact technology solutions to UK&I based businesses. Chase's mission centres on generating tangible value to its partners and its clients. With extensive expertise across enterprise software and the consumer goods sector, Chase collaborates with leading technology providers to deliver transformational outcomes for businesses. Chase's approach blends strategic market development, comprehensive implementation support, and ongoing client success management, measuring their achievements by the value created for both clients and for its partners.
Media Contact
FieldAssist
Sarthak Dagar | sarthak.dagar@fieldassist.in
Chase Retail & Consumer Goods
Tim Millward | tim.millward@chasebusiness.co.uk