AI is moving fast in field execution. New capabilities are being announced constantly, and commercial teams at both CPG brands and retailers are under pressure to figure out which ones change how their operations run, and which ones are better in a demo than in the field.
FORM has been in this space for over 20 years, building the domain expertise, global infrastructure, and operational depth that comes from supporting field teams across 130 countries and categories from packaged goods to fresh and perishables. GoSpotCheck, FORM’s leading field execution platform, is where that knowledge gets applied. It’s the difference between AI built on top of a generic platform and AI shaped by two decades of understanding what field execution demands.
Your field teams are generating more data than ever: open-ended observations, compliance scores, and real-time submissions from locations across the country. The question was never whether to collect it. It was always what to do with it the moment it arrives.
That’s the challenge GoSpotCheck’s two newest AI capabilities are built to solve: turning the data your field already captures into faster, simpler decisions for every team, not just the ones with technical resources or analyst support.
Where the Manual Effort Lives Today
The infrastructure to collect field data is largely in place. The bottleneck is everything that happens next.
On one end, building more complex missions that generate high-quality data requires technical knowledge most admin teams don’t have. Dynamic mission logic – the kind that adapts based on who’s completing it, what they’re seeing, and where they are – has historically required knowing SQL-like syntax. So sophisticated missions either don’t get built, or every change creates a dependency on specialized expertise.
On the other end, turning field responses into decisions requires manual processing that most organizations are already stretched to handle. When a mission generates hundreds of open-ended responses, reading through all of them to find the signal isn’t realistic. By the time it’s done, the window to act has often already closed.
GoSpotCheck’s newest AI capabilities address both ends of that loop.
GoSpotChat: AI-Powered Mission Building for Every Admin
The quality of your field intelligence starts with the quality of your missions. Dynamic missions consistently produce better, more accurate data. They reduce friction for reps, improve completion rates, and surface sharper intelligence for commercial teams.
Building advanced mission logic has traditionally required knowing the syntax. Conditional rules, territory-based filters, weighted scoring are powerful features, but they’ve been out of reach for most web admins without a technical background.
GoSpotChat changes that. Describe the flow you want your mission to follow, and GoSpotChat generates the advanced logic automatically. You get dynamic, adaptive workflows without the overhead of learning a logic builder or leaning on teams with technical expertise every time requirements change.
Before GoSpotChat, building a brand-conditional display rule looked like this:
IF T1 IN (‘BrandA’, ‘BrandB’, ‘BrandC’) THEN SHOW T2-5 ON RESPONSE
With GoSpotChat, the same outcome starts with: “Show the beverage questions only when BrandA, BrandB, or BrandC is selected.” GoSpotChat handles the rest and explains what it built, so admins develop confidence over time rather than just copying syntax they don’t understand.
What it can handle:
- Conditional show/hide logic based on field responses
- Dynamic product catalog filtering by brand or category
- Weighted scoring and compliance calculations
- Date- and territory-based mission rules
The result: more admins can build smarter missions, and those missions create better results in the field.
*GoSpotChat requires Advanced Logic to be enabled.
AI Summaries: From Field Responses to Next Steps
Short answer tasks capture some of your richest qualitative data – what reps are observing, hearing, and encountering on-site. But when a mission generates hundreds of responses, reading through all of them to find the signal isn’t realistic.
AI Summaries do that work for you. For missions with short answer tasks, GoSpotCheck automatically synthesizes up to 500 open-ended field responses at a time into key findings, trends, and recommended next steps. Summaries update in real time as new responses arrive and are shared consistently across all permitted roles, so every stakeholder is working from the same picture the moment it forms.
This is where GoSpotCheck’s agentic capability lives. AI Summaries don’t wait for a prompt. This feature works continuously on behalf of every stakeholder with access, converting raw field data into structured intelligence the moment it arrives.
What it surfaces:
- Key findings and patterns across responses
- Recommended next steps based on what the field submitted
- Consistent summaries available across all permitted roles
*AI Summaries are available on all plans with short answer tasks, covering up to 500 most recent responses per mission. Contact your Customer Success Manager for details.
How They Work Across Your Workflows
These two capabilities are designed to work together across your existing field execution workflow as built-in improvements to how missions are built, completed, and acted on.
- Build smarter missions: Tell GoSpotChat what logic you need. It generates the syntax instantly, so your missions can be more dynamic without requiring more technical lift.
- Collect better data: Because missions adapt based on field responses, reps only see the questions relevant to them. Less friction, higher completion rates, and more accurate submissions.
- Act on what comes back: When short answer responses arrive, AI Summaries turn them into clear findings and next steps automatically, so you’re not waiting on a manual analysis cycle to know what your field is telling you.
The distance between what your field captures and what your business can act on doesn’t have to be measured in days. With GoSpotChat and AI Summaries, it’s measured in seconds.
Why the Foundation Behind These Matters
AI capabilities for field execution are only as reliable as the domain knowledge that informs them. FORM has spent over 20 years accumulating that knowledge, through direct experience with the operational realities of CPG and retail, the category complexity, the scale requirements, and the nuances that distinguish what works for packaged goods from what works for fresh and perishables.
GoSpotCheck is how that knowledge gets put to work. Every capability, how missions are structured, how AI is trained, how the platform performs at scale, is shaped by FORM’s understanding of what field execution demands. It’s the difference between AI that performs in a demo and AI that performs in the field.
Behind that foundation is a 600+ person team spanning AI research, engineering, operations, and quality assurance – the largest of its kind in the industry – and global infrastructure supporting field programs across the globe.
Who This is Built For
- Mission admins who want to build more sophisticated, dynamic missions without writing logic syntax from scratch.
- Field managers who need to understand what their teams are seeing across hundreds of submissions, without reading every response.
- Operations leaders who want field data to translate into consistent, actionable intelligence across the organization, not just raw exports.
Where This Goes Next
GoSpotChat and AI Summaries are part of a broader AI roadmap that GoSpotCheck is building on FORM’s 20+ years of CPG and retail expertise. The direction is consistent: identify every layer of manual effort between field activity and commercial decision-making and build AI that removes it.
What comes next extends the loop further into automated next best actions, adaptive mission logic that responds to field conditions in real time, and intelligence that surfaces patterns before anyone has to go looking for them.
