Author: Aditya Pareek | EQMint | EQMint Exclusive 

Oogwai was founded by a trio of industry veterans who have spent their careers building, scaling, and exiting technology businesses. Vivek Iyer (CEO), a serial entrepreneur and media-tech operator; Sampat Herga (CTO), a technologist with 25 years of product development experience; and Reem Saied (CMO), a growth leader who has driven customer acquisition at scale across multiple startups — together saw a widening gap in how small businesses and D2C brands handle marketing data.

Their answer is Oogwai, a Natural Language Analytics Assistant that unifies storefront, website, and advertising data into a single conversational interface. Built to eliminate the clutter of dashboards, Oogwai pulls information from Google Ads, Meta Ads, Google Analytics, and Shopify, delivering insights in plain English — instantly, and without training.

Beginning: How the Entrepreneurial Journey Started

The founders’ motivation stemmed from a simple, recurring frustration: marketers were overloaded with data but short on clarity.Across their earlier companies, the pattern was consistent. Marketers spent hours switching between tools simply to understand what was working. “Marketers wasted four-plus hours a day jumping between platforms just to answer basic performance questions,” recalls Iyer. This constant switching didn’t just waste time; it slowed decisions and raised acquisition costs. “Marketers toggle between storefronts, analytics, search, and social just to gather insights and act,” says Saied. Herga points to the second, deeper issue: data overload. “Too much data, too little clarity — hurting ROI and speed of action,” he notes. The founders agreed: the world didn’t need another dashboard. It needed a system that understood questions the way a senior analyst would — pulling data, applying domain expertise, and responding with clear, actionable guidance. That principle — clarity without complexity — became Oogwai’s foundation.

Vision & Mission — What Drives the Company

Oogwai’s mission is straightforward: enable every e-commerce business to “chat with their data.”

The founders envision a world where marketers stop wrestling with interfaces, drop-downs, and spreadsheets, and instead ask questions in natural language — receiving insights that are simple, fast, and immediately useful. The team describes Oogwai as an “intuitive tool that requires zero training, yet delivers actionable insights in natural language across all data sources.” They see the platform evolving far beyond reporting: into inventory intelligence, messaging optimisation, reduced acquisition costs, and real-time visibility for leadership teams. In short, Oogwai aims to give marketers what they lack most — time and clarity — by turning complex data environments into a single, conversational intelligence layer.

Learnings From the Journey — Five Lessons

1. • Marketers want decisions, not dashboards. Fast access is only half the battle; comprehension matters more. Adoption accelerated the moment Oogwai began answering questions directly in natural language.

1. • Natural language is becoming the new user interface. Users embraced the simplicity of typing a question instead of decoding multiple analytics tools with steep learning curves.

1. • Domain knowledge is essential for meaningful AI. Oogwai doesn’t just summarise data; it applies built-in marketing logic before producing insights. Context matters, and generic AI isn’t enough.

1. • Speed is a trust builder. When teams receive accurate insights in seconds, they quickly see the inefficiency of their old workflows. Reliability — consistent, fast answers — became the product’s
     strongest moat.

1. • Small, focused teams can out-innovate larger ones. Oogwai runs on a lean, 10-member tech team with deep domain experience and a track record of building and exiting SaaS products. Small teams iterate faster, stay close to customer needs, and outperform on execution.

Message for Young Entrepreneurs & EQMint Readers

Solve a real problem so well that people can’t imagine going back to the old way.

The Road Ahead: What’s Next for Oogwai

With the public beta live at oogw.ai, Oogwai is entering its next phase of growth — expanding both its technical capabilities and commercial footprint. The product roadmap includes deeper integrations, stronger domain logic, and the move from descriptive to predictive and proactive intelligence. That means not only answering what happened, but forecasting what will, and recommending what to do next.

On the business side, Oogwai is preparing for enterprise adoption. The platform will soon offer custom data integrations, team workspaces, and multi-workspace deployments — shifting from a simple analytics tool to a comprehensive intelligence layer for e-commerce organisations. The founders are clear about the future: marketing won’t be replaced by AI, but it will be reshaped by AI-augmented professionals. Oogwai wants to be the technology that empowers that shift — the partner that helps marketers move faster, think smarter, and act decisively.

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