True Alliance adopts Celonis process intelligence to support critical transformations & maximize AI ROI

True Alliance, one of the largest distributors of premium brands in Australia and New Zealand, is partnering with Celonis to use process intelligence to support critical transformation projects and maximize return on investment (ROI) from artificial intelligence (AI) adoption. 

Supported by implementation partner TEC150, True Alliance is leveraging the Celonis Process Intelligence Platform to enhance audit capabilities, promote robust governance in its purchasing processes and ensure a smooth transition during SAP S/4HANA migration.

Enhancing compliance and supporting transformation with Celonis process intelligence

True Alliance is transforming its procurement operations by leveraging the Celonis Process Intelligence Platform, specifically the Procurement Execution App, to drive smarter decision-making and efficiency, according to a press release.

As part of its SAP S/4HANA migration strategy, the company goes beyond traditional process optimization by using Celonis to strengthen compliance, streamline auditing and improve internal controls across the organization. This strategic use of process intelligence technology ensures better visibility, governance and performance throughout True Alliance’s procurement lifecycle.

“Celonis provides an objective and real-time view of our workflows that was previously unavailable, letting us move beyond assumptions to see precisely how our business processes run,” said Roni Perlov, CEO at True Alliance. “This is invaluable, particularly in supporting our audit requirements and system transformation. Celonis, with the support of TEC150, enables us to operate with greater confidence, maximize the value from new technologies such as AI and deliver a better user experience for our customers.”

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A data-driven approach to process optimization

This data-driven approach provides objective visibility into how purchasing processes are actually executed, allowing True Alliance to:

• Enhance compliance and auditability by creating a living digital twin of procurement processes.
• Strengthen internal controls by identifying deviations from standard procedures, highlighting opportunities to reinforce internal controls and address potential risks proactively. 
• Support S/4HANA transformation with objective insights into process execution to ensure a smooth and effective transition.

“True Alliance plays a vital role in bringing iconic global brands to the ANZ market, and Celonis is proud to support their commitment to operational excellence (OPEX),” said Pascal Coubard, VP of APAC at Celonis. “Our process intelligence platform is uniquely positioned to provide the deep process insights True Alliance needs to enhance compliance, strengthen controls and support critical transformation projects, ensuring their operations run with the highest standards of governance.”

Task mining – unlocking new possibilities in process optimization: Industry report 2025

Task mining is experiencing robust growth, driven by the increasing need for process optimization and automation across diverse sectors. The market, estimated at US$2 billion in 2025, is projected to exhibit a compound annual growth rate (CAGR) of 25 percent over the next eight years, reaching an impressive $10 billion by 2033, according to Market Report Analytics.

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