The people
What they build
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Working at Begin AI
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On the TechTO stage
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About
Al Shikh's consulting work put her in front of enterprises with genuinely well-defined optimisation problems — battery performance, shipping deployment, airport security lane throughput. Her argument on the TechTO stage in 2023 was that the arrival of ChatGPT made those problems harder to solve inside organisations, not easier: one department claims it already has personalization, another wants to deploy AI but cannot justify unproven methods, and executives hire machine learning engineers with nothing specific for them to do. Begin's answer is infrastructure — a faster path from a real end-user problem to a deployed model. In gaming that means tuning in-game difficulty to individual players; the company presented a case study with Ubisoft.
Backers
Angel and early-stage backed; no funding round is publicly disclosed.
Quick answers
What does Begin AI do?
It gives developers a way to add personalization and machine learning to an application without building the underlying infrastructure themselves.
Who uses it?
Gaming companies among others — the founder described a case study with Ubisoft, personalizing in-game difficulty to keep players engaged (TechTO Together 2023-09-05).
Who founded it?
Rima Al Shikh, in 2020. It is her third company; she had previously built two businesses in Dubai and worked as an AI consultant, most recently at Toronto's BDO Lixar.