Jul 3, 2025 | 5 minutes
Adaptive Parse uses Make’s AI to reduce order processing time from 3 days to 5 minutes
Industry: Professional Services - Marketing and Advertising
Use case: Purchase order processing
Country: US
Company size: 11-50 employees
Adaptive Parse is an innovative AI automation startup that operates under the umbrella of Metrix Digital. They help clients transform inefficient workflows into scalable, AI-powered systems.Â
High Caliber Line, a promotional products supplier, turned to Adaptive Parse with an order processing issue. The company struggled with too many custom orders, inconsistent purchase formats, and tight deadlines, making manual processing slow and error-prone.
Michael Pamintuan and William Zhai, Co-founders of Adaptive Parse, explain how they used Make to build an AI-powered order processing solution that lets High Caliber Line cut processing time from days to minutes and substantially improve data accuracy.
Building a fully automated system to process hundreds of purchase orders in different formats was hard to conceptualize in the beginning. We had bits and pieces of technology that didn’t come together until we had Make. Now what used to take days takes minutes.
Michael Pamintuan, Managing Partner at Adaptive Parse
The challenges
Here’s a breakdown of the issues Adaptive Parse was addressing for High Caliber Line:
Purchase order overload
High Caliber Line gets over 200 purchase orders per day. Each order arrived in a different, often unstructured format, including PDFs, Excel spreadsheets, Word documents, and plain email text. This made it difficult to standardize processing. The in-house Calibre team of eight people had to download files, locate important details, and manually add them into NetSuite. Even with a full team, it often took two to three days to process a single order, risking missed delivery windows for urgent orders.
Inconsistent, error-prone data
Due to disorganized order processing, Stock Keeping Units (identification codes for tracking products in inventory) were often incomplete or did not match NetSuite’s internal codes. Addresses and contacts were also frequently missing important information. It was easy to make mistakes when fulfilling orders.
The solution
To address High Caliber Line’s order management struggles, Adaptive Parse developed an innovative AI-powered ETL (Extract-Transform-Load) system.
The production pipeline cuts processing time by ~99.9 %
Adaptive Parse created a Gemini-based Make scenario that radically reduces processing time per order, from 3 days to 5 minutes (~99.9 %). It classifies incoming emails into these categories:Â
purchase orders
sample requestsÂ
rush orders
follow-ups
irrelevant
Once classified, Make pulls the document attachments and routes them through Adaptive Parse’s proprietary parsing engine via webhook. The automation then turns parsed data into a structured JSON format and dissects it inside Make using built-in tools. Key fields, like company name, contact email, and itemized line orders, are stored in Airtable.
The best thing about Make is that it’s easy to prototype. Especially early on, when we were still figuring things out, it was simple to understand. Over time, we learned how to handle even those tricky parts you fix with variables, strict prompts, and attention to detail.
William Zhai, President at Adaptive Parse
AI-powered data validation at scale
The scenario further uses OpenAI modules to double-check shipping addresses, contact names, and product codes by comparing them with the client’s internal records. Adaptive Parse also built special rules to clean up and format product codes correctly, like making sure color and item details are included.
Make then automatically uploads the final records to NetSuite using Adaptive Parse’s custom connector and script, which accepts file input and creates the corresponding sales order.
Make lets us prototype faster than anything else. It’s now the backbone of our AI-powered ETL system. We needed a way to streamline data collection with solid error-handling, and Make was perfect for that. It’s linear, easy to work with, and helps us avoid the logic loop issues we kept running into before.
Michael Pamintuan, Managing Partner at Adaptive Parse
The results
Thanks to Make’s AI, Adaptive Parse’s modular, reusable concept allowed Caliber Line to:
Reduce purchase order processing time from 2–3 days to 5 minutes (cca ~99.9 %)
Increase document processing accuracy to 95%, with plans to reach 99%+
Scale the system to handle over 1,000 orders per day
Gain new clients thanks to a working proof of concept
Why Adaptive Parse and Make are the perfect match
Adaptive Parse didn’t just automate processes for High Caliber Line.Â
They created a product. With Make, the team moved from theory to production in under a year, now planning to implement their AI-enhanced ETL system for other clients.
Make’s visual interface, modular design, robust error handling, and AI capabilities make it the ideal platform for quick development and complex data operations as Adaptive Parse brings their vision to life.
And the piece of advice Michael and William offer to everyone starting with Make?
Don’t just go for the shiniest thing. Build what fits your real workflow. For us, that was Make. It helped us move from idea to working product, faster than anything else out there.
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