Massimo Group, best known for its powersports vehicles and boats, is making a less flashy but equally bold move: fusing Anthropic’s Claude AI with Oracle NetSuite ERP across its business. It’s not a racing ATV or a new fishing boat, but this behind-the-scenes upgrade could redefine how the company runs its day-to-day operations.

AI Meets ERP

The initiative pairs Claude’s natural language and reasoning skills with NetSuite’s tried-and-tested ERP backbone. The result? A smarter, faster enterprise system that promises to streamline workflows and give every department—from sales and supply chain to finance and customer service—an AI-powered edge.

David Shan, CEO of Massimo Group, framed it as more than just an IT upgrade:

“Artificial intelligence and cloud-based ERP systems are reshaping how companies compete. By integrating Claude AI with Oracle NetSuite, we’re responsibly deploying world-class tools that improve productivity, accelerate decision-making, and elevate customer experiences.”

Why This Matters

ERP systems are notorious for complexity. Adding Claude AI could make interacting with NetSuite as easy as chatting with a colleague—summarizing reports, surfacing insights, or even recommending next steps in supply chain management. For a company like Massimo, where moving parts range from manufacturing to dealer networks, shaving time off processes can mean faster product development and better margins.

The integration also plays into a broader enterprise trend: AI copilots are moving from shiny add-ons to core workflow tools. Microsoft has Copilot baked into Dynamics, Salesforce has Einstein, and now Massimo is effectively giving NetSuite the Claude treatment.

Beyond Efficiency

Massimo isn’t just chasing cost savings. The company says it expects the integration to deliver:

• Accelerated product development cycles – AI-assisted analysis can shorten time-to-market.

• Improved supply chain coordination – Proactive recommendations to avoid bottlenecks.

• Personalized customer support – Faster, context-rich responses for dealers and buyers.

The company also positions this as a play for shareholder value, signaling that AI adoption isn’t just about tech hype but about measurable impact on operations and customer engagement.

Looking Ahead

With this rollout, Massimo is preparing for continued growth into 2026 and beyond. The move also signals that AI-powered ERP isn’t just for Fortune 500s—mid-cap and niche manufacturers are finding ways to apply generative AI to unlock efficiency and competitive advantage.

The real test will be execution: can Claude AI embedded in NetSuite handle the grunt work of ERP without creating new layers of complexity? If it can, Massimo’s move could serve as a blueprint for other manufacturers reluctant to bet on AI until now.

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