The context
Checkout.com provides leading global businesses with enterprise-grade payment processing and automated payment flows, helping them navigate an increasingly complex digital payments ecosystem.
To deepen engagement with top-tier prospects, Checkout.com sought to expand its high-touch Account-Based Marketing (ABM) strategy across its broader set of merchants. For selected pilot accounts, the AI Centre of Excellence and Commercial/Marketing teams set out to generate tailored executive summaries and microsites combining relevant research, social proof, and on-brand design.
While Checkout.com’s specialist team produced high-quality sales materials, intensive manual workflows limited personalised outreach to a small subset of accounts each year. The business objective was to substantially extend personalised ABM coverage to a broader merchant pool without requiring a proportional increase in team size or manual production effort.
To achieve this ambition, the initiative focused on three core goals:
- Expand coverage capacity: Design a scalable workflow to extend personalised ABM support across more of its potential customer base without a proportional increase in headcount.
- Simplify production: Streamline account research, copywriting, design, and publishing into an integrated workflow to reduce manual platform-switching and speed up delivery.
- Maintain human oversight and quality: Use approved brand guidance and automated checks to generate first-draft content, with Commercial and expert review remaining mandatory before external distribution.
The approach
The initiative was led and owned by Checkout.com’s AI Centre of Excellence alongside the Commercial and Marketing teams, which set the business vision, product priorities and governance framework. As the technical delivery partner, Parser owned key technical components of the solution, helped shape the technical approach, and drove engineering and implementation.
Together, the teams translated the business ambition into a scalable AI-enabled workflow integrated within Checkout.com’s existing platform, focusing on three key areas:
- Embedded platform orchestration: The solution was integrated directly into Checkout.com’s existing platform, using account research and enrichment powered by enterprise generative AI to automate first-draft content and asset generation for selected pilot accounts.
- Brand Grounding and Quality Control: To support brand consistency, the joint team implemented brand grounding frameworks aligned with Checkout.com's brand guidance. The workflow includes mandatory human-in-the-loop review, keeping Commercial and product specialists in full control of final edits, factual validation, and design production before external use.
- Capability Transfer and Operational Enablement: Operational playbooks, technical documentation, and maintenance guidelines were transferred to Checkout.com. This ensured the AI Centre of Excellence retains full, long-term ownership and independent operation of the platform.
The impact
- Up to 90% reduction in production time for pilot outputs: For selected pilot asset sets, manual production time fell from an estimated 2–5 hours to under 30 minutes of human-in-the-loop effort.
- Streamlined research and drafting: Account research and enrichment now automate first-draft content generation, significantly reducing manual drafting effort while design production and final review remain part of the expert workflow.
- Engineered reach accounts at scale: Designed the solution to extend personalised ABM support across more of Checkout.com potential customer base.
- Decoupled capacity from headcount: Developed a workflow that increased personalised ABM coverage without requiring a linear increase in team size or manual effort.
- Brand guidance with mandatory human review: Generated assets use approved templates and brand guidance, with Commercial expert review required before sharing any materials externally.
