BAS World accelerates international growth with AI agents for sales, service and pricing

About BAS World

BAS World is the international marketplace for everything heavy that needs to move forward: trucks, trailers, machinery and heavy equipment. What sets them apart? They combine a vast inventory, smart technology and global logistics into one seamless buying experience.

Customers in more than 100 countries can purchase, finance, insure, transport and register their vehicles entirely online. With their own digital marketplace, lightning-fast processes and deep vehicle expertise, BAS World makes international trade in heavy equipment as straightforward as e-commerce.

“We have AI ambition! Where do we start?”

The BAS World board knew AI could deliver significant value. The question was how. Which processes would create impact now? Which bottlenecks were holding the organisation back? And which use cases could realistically be delivered within a single quarter?

The answer lay in these three clear pain points:

• Sales leads were losing hours every morning manually distributing tickets. A time-consuming, error-prone process spread across multiple systems, languages and calendars.
• Pricing was largely based on gut feeling. Quality depended on a handful of experts with years of experience — risky and impossible to scale.
• Customers lacked immediate access to knowledge and service, especially internationally. Export regulations, vehicle details, order status — much of this knowledge lived in documents and in people’s heads, while customers increasingly expect instant answers.

BAS World was looking for a partner who would do more than advise: build, challenge and deliver. Our pitch won — and we got started straight away.

Three AI agents delivering immediate value

Together with BAS World, we developed three fully operational AI agents in a short period of time. No experiments or demos, but agents that now run daily in production. Built on a modular, vendor-agnostic foundation on AWS, each agent tackles a specific bottleneck that was slowing growth.

The first agent focuses on sales. Every morning, ticket distribution used to be a manual, error-prone task that took hours and spanned multiple systems. The Sales Ticket Agent takes over this work entirely. It automatically assigns tickets based on vehicle type, availability and expertise, and responds immediately in the correct language and tone of voice for each country. This removes hours of manual work from the sales team every day and creates space for what truly matters: helping customers and closing deals.

Sales Ticket Agent

• Automatic ticket distribution based on expertise and availability
• Multilingual, context-aware responses per country
• Saves sales teams hours of manual work every day

The second agent brings objectivity to pricing. Where pricing previously relied heavily on experience and intuition, the Price Indicator Agent now analyses vehicle specifications, photos, damage, features and market data in combination.

Based on this, it delivers a well-founded price range that is consistent, scalable and reliable. New employees can price vehicles correctly from day one, without needing years of experience. At the same time, the agent prevents vehicles from being overpriced and remaining online unnecessarily long.

Price Indicator Agent

• Analyses specifications, photos, damage and premium options
• Combines this with market data such as year of manufacture and mileage
• Delivers an objective, consistent price range

The third agent focuses on service and customer interaction. BAS-GPT acts as a smart, always-available assistant for customers worldwide. It answers complex questions about export regulations, compliance and vehicle details, functions as a product finder and provides insight into order status and next steps. The agent is trained on internal documentation, legal data, product information and previous tickets, and is directly available to customers in more than one hundred countries.

BAS-GPT (Customer Service Agent)

• Answers complex questions about export, compliance and vehicles
• Acts as a product finder and guides customers through the buying journey
• Available 24/7 for customers in more than 100 countries

Together, these agents form the foundation of a modular Agentic AI landscape. New agents — for example for supply, procurement or forecasting — can easily be added without vendor lock-in or IT delays. A scalable foundation that grows alongside BAS World’s ambitions.

One AI team, two days a week in Veghel

What makes this project stand out is not only what was built, but how. BAS World deliberately did not want a consultant delivering a report, but a partner who builds alongside them, challenges assumptions and keeps the pace high. That mindset defined the collaboration from day one.

After winning the pitch, we started immediately. Every week, we worked two days onsite in Veghel, side by side with BAS World’s AI team. Together, we defined the use cases, sharpened the scope and designed the architecture. Business domain knowledge and Incentro’s technical expertise continuously came together — exactly where Agentic AI proves its value.

The Incentro team consisted of AI engineers, data engineers and cloud specialists. BAS World retained full ownership, with Claire appointed as dedicated project lead for the programme. That combination delivered speed, focus and clear ownership.

All agents run on Incentro’s AI Building Block: a modular agent architecture based on technologies such as LangChain and LangGraph. It operates independently of specific LLMs and cloud providers, enabling BAS World to continue developing independently after the project — without dependency on Incentro.

From kick-off in October to the first working agents before Christmas, and live testing in January. For enterprise AI? That is exceptionally fast. And given BAS World’s extensive ambitions, we’ve only just hit the road.