Endless layouts
Customers send orders in many different layouts. The ML solution only recognised a small share of documents, and even then often got it wrong.
Sales ordersManufacturingGenAICustom ERP
Sales orders with Smurfit Westrock
From multinational complexity to scalable automation
Smarter order processing powered by GenAI, no templates, no APIs, live in six weeks.
0+
Plants scaled across Benelux
0 weeks
From kick-off to go-live
About the client
A global player that innovates locally
Smurfit Westrock is one of the largest packaging producers in the world. Many of the boxes and packaging you handle daily come from their factories. With multiple sites in the Netherlands and beyond, they are a dominant player and must keep innovating to stay ahead.
- Industry
- Packaging & Manufacturing
- Region
- Global, Benelux rollout
- Use case
- Inbound sales orders
- Volume
- Thousands of orders per month
“From the very first moment we knew: ENTR will take us further through smart technology.”
The challenge
High variation and a custom ERP, bespoke was the only way
Smurfit Westrock already used an existing Machine Learning solution, but ran into clear limitations that blocked scalability.
Low recognition rate
Many orders were not read correctly and ended up in the manual workflow anyway, exactly what they wanted to avoid.
No APIs available
The custom ERP meant standard integrations were off the table. Automation seemed difficult and costly.
Complex order logic
Customer-specific agreements, exceptions and variants made the process unsuitable for template-based automation.
The solution
GenAI that moves with reality
ENTR built a solution that fits the IT architecture and the day-to-day work of Smurfit Westrock perfectly.
XML link to the custom ERP
With no APIs available, we built a robust XML integration that plugs directly into the custom ERP. No expensive changes required.
Recognition without templates
Generative AI understands every document format, including variants that were never seen before. Zero per-customer maintenance.
Human-in-the-loop review
Staff only review what needs attention. Low-confidence fields are flagged automatically.
Fast implementation
In just 6 weeks we went live with full end-to-end processing, from inbox to ERP.
Results
The impact in numbers
After the Hoogeveen pilot, the results were immediately visible for the Customer Service team.
90%+
Straight-through processing
The vast majority of orders flow into the ERP without manual intervention.
75%
Less manual work
Customer Service spends significantly less time on order typing and can focus on customer contact.
Hours → minutes
Throughput time per order
Orders that used to be entered by hand are now processed in minutes.
100%
Audit traceability
Every automated order is fully traceable, important for compliance.
Our team is ready for your case
We're happy to think along with you. Discover how much time your organisation can save with smart automation and book a meeting.