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case study

How Athos Commerce defined and scaled its brand voice in 4 Weeks

—using custom AI built by The BaaS Company

Challenge

In January 2025, three tech companies – Klevu, Searchspring, and Intelligent Reach – merged to form Athos Commerce, a new leader in AI-powered search, personalization, merchandising, and omnichannel product discovery. Their services are being merged into one offering. The new company needed new marketing material to describe its products and services. Everything from product descriptions to emails needed to be reworked. As the first and most urgent task, the marketing team was asked to create a new website for the company, and it had to go live about a month later! Rachel Tonner, VP of Product Marketing, has a team of experienced designers, product marketers, web developers, and copywriters. But while the technical and visual aspects were underway, the content side posed a particular challenge. They needed to rewrite every key page — about 25 in total—under a brand that didn’t yet exist.Everyone wrote differently. The messaging was scattered. And though Rachel had been using AI tools since ChatGPT came out, she knew that simply prompting AI wouldn’t fix a fragmented brand voice.