Founder & CEO at Seeteria | Transforming Existing CCTV into AI-Powered Spatial Intelligence to Eliminate the "Invisible Middle" in Warehouse & Yard Operations
Sarit Tamir’s entrepreneurial compass was set not in a boardroom, but on the busy streets of Netanya, a coastal city in Israel. There, she watched her father build the city’s largest insurance agency from scratch. He didn’t have venture capital or a perfect strategic plan; he had persistence, a phone, and a willingness to knock on doors until he found his first clients.
“Watching that journey up close shaped how I think about entrepreneurship,” Tamir recalls. “There was no dramatic turning point. It was persistence, relationships, and thousands of small steps over many years.”
This formative lesson—that building something meaningful is a marathon of commitment, not a sprint of certainty—became the bedrock of Tamir’s leadership philosophy. Today, as the Founder and CEO of Seeteria, she is applying that same gritty, problem-solving mindset to illuminate the “Invisible Middle” of global supply chains.
Resilience in Motion
Long before she was a tech executive, Tamir learned the fundamentals of service and endurance on the front lines of retail and sales. Her first job as a waitress in high school taught her the value of organization under pressure and real-time problem-solving. But it was selling newspaper subscriptions during her university years at Tel Aviv University where she truly honed her resilience. In an era when newspapers were delivered to doors, rejection was the rule, not the exception. Tamir had to learn to take “no” repeatedly and keep going anyway.
These early roles were more than jobs; they were laboratory settings for understanding human behavior and the critical nature of seamless execution. They reinforced her belief that value is created through iteration—a principle that guides her current ventures in the volatile intersection of AI and logistics. “Early in your career, the most valuable skill you can develop is the ability to learn quickly from real situations,” she says. “Try things sooner than you feel comfortable with.”
Bridging Vision and Reality
After graduating with a degree in Political Science and Government, Tamir’s trajectory pointed decisively toward the burgeoning tech sector. She served as VP of Business Development at multiple AI-driven technology firms, including Beckermus Technologies and CodeValue, where she eventually rose to General Manager. In these roles, she didn’t just sell technology; she orchestrated its strategic introduction into real-world industrial settings.
Her leadership capacity continued to evolve as the CEO of AI Factory and later as the Co-Founder and CEO of ArmourSense. Through these tenures, she navigated the complexities of scaling AI solutions in demanding environments. It was here that she observed a recurring disconnect: while the warehouse floor and the final mile often had data, the spatial logic of the actual operation remained opaque.
Eliminating the “Invisible Middle”
The genesis of Seeteria, founded in 2023, was rooted in this acute observation. Traditional logistics systems, such as Warehouse Management Systems (WMS), excel at recording digital transactions—barcode scans, task assignments, and shipment confirmations. Yet, they rarely capture what is actually happening on the physical floor between those digital events. Tamir realized this lack of ground-truth visibility created what she termed the “Invisible Middle,” a zone where costly dwell time, idle dock flow, and operational bottlenecks went unnoticed.
“A warehouse can look busy… and still be losing time,” Tamir explains. Her insight was that supervisors cannot watch every dock or equipment route, but the cameras already can. Seeteria’s breakthrough wasn’t in introducing new hardware, but in transforming existing CCTV infrastructure into a powerful spatial intelligence layer. By analyzing movement across dock doors, staging areas, and equipment routes, Seeteria provides logistics leaders with “eyes on the ground” visibility.
Tamir’s belief is unwavering: “Visibility should be immediate, simple, and built on infrastructure teams already trust.”
A Legacy of Action
Today, Sarit Tamir is focused on scaling Seeteria and expanding its impact on the U.S. logistics market. As the landscape of both AI and global supply chains shifts rapidly, she remains grounded in the philosophy of moving fast and learning faster. She often references a quote from Reid Hoffman: “If you are not embarrassed by the first version of your product, you’ve launched too late.”
For Tamir, innovation is not about a perfect plan; it is about putting something into the world, observing how it is used, and improving with speed. Her journey proves that the most powerful innovation often comes not from inventing the new, but from knowing precisely how to look at the existing.
Editorial Note
Sarit Tamir’s story is a testament to the power of “starting before you are ready.” Her transition from the front lines of sales to the helm of a Vision AI company reminds us that leadership is built on a foundation of resilience and the courage to solve the next problem in front of you. As she continues to expand Seeteria’s footprint, she invites us to look closer at our own operations—to find the “invisible” gaps and turn them into opportunities for growth.
