The first version was a centralized platform that brought together all the ecommerce systems that manage an order to detect issues — but as Jevon says, it "turned out that that was a vitamin for retailers, it wasn't a painkiller, because it wasn't really solving the crux of the problem." You could detect the issue, but you still had to fix it manually.
More from this episode
The penny dropped after a conversation with a customer who said they "liked not knowing I had all these problems" because the issues sorted themselves out — which actually meant frustrated customers the brand never heard about. The team's response was: "can we automate fixing this?" That, combined with the agentic AI tools arriving just after ChatGPT, turned detection into proactive, automated resolution.