PMI: One AI-Native Knowledge Platform, and Our Drive to 84 Markets

Philip Morris International — mid-transformation from cigarettes to smoke-free products across 170 markets and 85,000 employees — replaced a chaotic patchwork of local PDFs, Word documents, and siloed Salesforce instances with a unified eGain knowledge platform. Over three years, PMI digitalised complex multi-tier global/local legal review workflows, restructured 60,000+ articles into a governed global-to-local model, and built a hybrid eGain + in-house agentic AI capability. The first AI market went live in early 2025. Knowledge management has shifted from afterthought to the centrepiece of PMI’s customer care strategy.