Fine-tuning LLMs on commerce transaction data can outperform traditional segmentation approaches for promotion targeting by learning individual customer price sensitivity directly from production logs.
LCM-Promo is an LLM fine-tuned on transaction data to decide which customers should receive promotions and at what discount level. Instead of treating promotion decisions as simple yes/no choices, it learns how different customers respond to different discount levels, then uses this to allocate promotions more efficiently.