Helping some of the biggest brands across Australia and the globe make better decisions is a simple way to explain what artificial intelligence firm Complexica does, but it also vastly undersells them. It’s by no accident that the company has been able to bring on brands like Pfizer, Pernod Ricard and Metcash over the past seven years, with products such as Decision Cloud and Larry, the Digital Analyst helping Complexica’s customers navigate decision-making processes well beyond the capacity of human managers.
Managing director and co-founder Matthew Michalewicz explains that when making a business decision, ideally you aim to collect and examine all of the available data. Unfortunately in a business with perhaps 5000 or more product lines, affected by vagaries such as the weather, cost inputs, consumer trends, and logistics, to name but a few factors, the process becomes too complex, and humans fall back on their instincts. Complexica, backed by the 20 PhDs on its advisory panel and with co-founder and globally recognised AI-pioneer Zbigniew Michalewicz guiding technology development, allows its customers to optimise their processes, whether they be supply chains or sales funnels.
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