keel aı
Your chief
of AI
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For retail, ecommerce and D2C

AI at the centre of your business.

We deploy agents, build custom software and develop the AI operating system that runs across your business. Start small, then grow.

Start a conversation No deck. A conversation.
Who we're for

Whether you're a retailer or brand just exploring what AI could do, or already have small pockets of adoption working, you can see it should play a bigger role in how you operate. What you don't have is someone whose job it is to own it.

That's the seat we take.

01
Your chief of AI

The seat most businesses don't have yet.

A chief of AI learns your business, finds where AI will pay off, builds it, proves it, supports it and grows it. We work with you to fill that seat, starting with your goals, your functions and where the friction is.

How we workLearn to grow
01
Learn
Your goals, functions and pain points
02
Find
The opportunity worth solving first
03
Build
Shaped to your business
04
Prove
Real results, measured
05
Support
At the level you choose
06
Grow
Expand on what works
02
What we build

Three things we build. Take one, two or all three.

Agents
Deployed for specific tasks and roles. They take on real work inside your existing tools and teams.
Custom software
Built for problems too complex, or too large, for your current software or any person to solve.
Your AI operating system
The brain of your business. Every agent and piece of software sits within it. It works across every function and data source, so it sees what no single team can.
We're your chief of AI. It's your chief of staff.
Ask
Anyone asks in plain English and gets the answer, from your own data.
Watch
It monitors your business around the clock and picks up issues and opportunities before you do.
Act
It fixes, escalates or delegates, within the limits you set.
Across your
business
Store operationsWorkforce managementMerchandise planningBuyingEcommerceMarketingWarehousing & logisticsCustomer serviceAccounting & finance
03
Yours to keep

Your business. Your terms.

Everything we make is shaped around your business, your data and your goals. And you own it.

How involved we stay after that is up to you. We can hand it to your team, keep it running and improving, or stay on as your chief of AI to decide what comes next.

Either way, we help your people go further than using AI. With the right infrastructure and guardrails in place, they can build and develop with it themselves, so the capability stays and grows in your business.

Secure
by design
Your data stays yours
Never used to train public models. Hosted in Australia where you need it.
Permissions by role
Each person sees only what their role allows.
Every action logged
Trace any answer or action back to its source.
04
Who we are

Operators and builders.

We've run retail businesses, and we've built the software they run on.

Justin Seskin
20+ years building and leading retail, consumer and D2C businesses. Most recently built and led The DOM, a discount fashion marketplace with 300+ brand partners, where he put AI and agents to work on real operational problems.
Elad Shultz
25+ years building software and leading engineering teams. Most recently Senior Engineering Manager at Atlassian, with earlier leadership at Brighte, Hyper Anna (AI data analytics), Healthdirect Australia and ninemsn.
Oren Weiss
20+ years designing and leading software products. Built the product team at Leonardo.Ai (now part of Canva) and led the flagship product at Archistar.ai. Earlier, an AI credit-decisioning platform at GetCapital, and point-of-sale software rolled out to 4,000 retail stores at NCR, for clients including Target and Walmart.
Some of the places we've built
The DOM Atlassian Canva Leonardo.Ai

We've been in the business. Now we're in yours.

Start here

Let's find your first win.

A business run with AI at its centre. Not a pile of subscriptions that don't fit your size.

Retail is where we're deepest. It's not where we stop.

Start a conversation No deck. A conversation.