Basis accelerates customer responses and RFP turnaround times by replacing manual research with team-specific AI assistants powered by Twig.

Background

Basis Technologies provides a sophisticated digital advertising platform used by agencies and brands to plan, activate, and optimize campaigns. Their Customer Experience, Product Marketing, and Revenue teams field a constant stream of complex inquiries—ranging from deep product capabilities to data workflows, integrations, measurement, and compliance.
These questions often require cross-team collaboration, tribal knowledge, and lengthy searches across docs, Slack threads, and past deal responses.

Challenges

As Basis scaled, teams struggled with:

• Complex platform questions
  Customer Experience reps were frequently asked advanced, technical questions about platform capabilities. Getting accurate answers required digging through long documentation or escalating to product specialists.
• Slow, manual RFP completion
  RFPs often include hundreds of detailed product, privacy, security, and integration questions. Teams relied on past spreadsheets and versioned documents, leading to inconsistencies and long turnaround times.
• Knowledge scattered across systems
  Information lived across Confluence, PDFs, internal decks, Slack, and email. No single place pulled everything together or made it easily searchable.
• High cross-team dependency
  Reps and PMMs had to “tap a subject-matter expert” for many questions—slowing responses and creating repeat work.
• Different teams needed different knowledge
  CX, Sales, Product Marketing, and Ops didn’t share identical needs. A single, static knowledge base couldn’t support their workflows.

Basis needed a way to unify all its institutional knowledge and give every team instant access to authoritative answers.

Results

Basis adopted Twig to create tailored AI assistants for each internal team—each trained on the content, workflows, and edge cases relevant to their domain.

With Twig:

• Customer Experience now answers complex product questions instantly
  Reps get clear, accurate explanations of advanced platform capabilities—without searching multiple systems or waiting on SMEs.
• RFP responses are completed in a fraction of the time
  Teams upload previous RFPs, product docs, compliance papers, and security resources. Twig produces consistent, up-to-date answers across hundreds of questions, accelerating turnaround and improving quality.
• Every team has its own custom AI
  CX, Sales, Product Marketing, and Ops each run their own dedicated Twig instance, tuned to their specific knowledge base and vocabulary.
  These AIs reflect how each team works—no one-size-fits-all bot.
• Knowledge is unified and instantly searchable
  Twig connects to all internal content sources, giving teams a single place to ask and receive accurate answers.
• Less dependency on SMEs
  Teams now self-serve answers that previously required tapping Product or Engineering. This frees specialists to focus on roadmap and high-priority initiatives.

Basis now delivers faster customer responses, closes more RFPs, and operates with significantly less friction across teams—all powered by Twig’s team-specific AI assistants.

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