About
metaFora exists because most product data was never designed to serve the customer, the journey or modern commerce directly. Governed Product Intelligence closes that gap.
Founder background
Qusai Sarraf was a member of the original seven-person team that launched Tesco.com in 1996 and brings decades of experience in retail and business transformation globally, product information, SaaS and governed AI.
He also brings an academic perspective as a Visiting Professor with Peking University.
Technology lineage
metaFora is the latest evolution of years of prior work in product enrichment, semantic reasoning and retail decision support.
That experience shapes the current venture’s focus on validated product truth, explicit reasoning, traceability and actionability.
It means metaFora has been built with a clear understanding of the practical challenges retailers and brands face when they try to move from raw data to meaningful customer and commercial outcomes.
Beyond food
Although metaFora has strong relevance in food, health and sustainability-led journeys, the engine can extend into other categories including Health & Beauty, Fashion, Home/DIY and Electronics.
The same disciplined approach to product truth can be applied wherever richer product understanding, customer relevance and commercial action matter.
A clear point of view on product truth and governed AI
metaFora is built on the belief that better commerce requires better product truth: clearer data, stronger validation, more interpretable attributes and more dependable reasoning. That is what makes product intelligence useful across customer experience, insight and commercial action.
Would you like to discuss metaFora in more detail?
Contact metaFora to discuss governed product intelligence, customer journeys, insight, retail media enablement or a Discovery & Data Readiness engagement.