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; he had persistence, a phone, and a willingness to knock on doors.
“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 solving the next problem—became the bedrock of Tamir’s leadership. Today, as the Founder and CEO of Seeteria, she is applying that same gritty mindset to illuminate the “Invisible Middle” of global supply chains.
The Engineering of Resilience
While early roles in service and sales honed her ability to handle pressure and rejection, it was Tamir’s ten-plus years as a software developer that provided the technical scaffolding for her career. This decade in the trenches of code shaped her thinking far more than any short-term role; it taught her how to translate messy, real-world operational needs into elegant, working solutions.
This rare combination of “boots on the ground” sales resilience and deep technical literacy allowed her to see technology not as a silver bullet, but as a tool to serve human coordination. She realized early on that in technology and entrepreneurship, certainty rarely arrives. “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 Logic and Logistics
After her years in development, Tamir’s trajectory pointed toward leadership in the AI sector. She served as VP of Business Development at multiple AI-driven firms, including Beckermus Technologies and CodeValue, where she rose to General Manager. In these roles, she didn’t just sell technology; she orchestrated its strategic introduction into industrial settings.
Through these tenures, including time as CEO of AI Factory and Co-Founder of ArmourSense, she navigated the complexities of scaling AI. She observed a recurring disconnect: while systems recorded data, the actual spatial logic of the operation remained opaque. She saw how a single delay at a dock door didn’t stay local—it cascaded quickly, impacting performance at scale and disrupting entire supply chains.
Solving the “Invisible Middle”
The genesis of Seeteria, founded in 2023, was rooted in this acute observation. Traditional Warehouse Management Systems (WMS) excel at recording digital transactions—scans and confirmations. Yet, they rarely capture what is actually happening physically between those events. Tamir realized this lack of real-time visibility created the “Invisible Middle,” a zone where coordination gaps affect how teams make critical decisions.
“A warehouse can look busy… and still be losing time,” Tamir explains. Her insight was that outcomes depend on people, equipment, and execution working in harmony. Seeteria’s breakthrough transforms existing CCTV infrastructure into a spatial intelligence layer. By analyzing movement across dock doors and equipment routes, Seeteria provides logistics leaders with the “eyes” they need to respond to disruptions before they cascade.
Tamir’s belief is unwavering: “Visibility should be immediate, simple, and built on infrastructure teams already trust.”
A Legacy of Practical Innovation
Today, Sarit Tamir is focused on scaling Seeteria and expanding its impact on the U.S. and Canadian logistics markets. As the landscape of AI shifts, she remains grounded in a very practical focus: understanding how work actually happens on the floor. 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 about putting a solution into the world, observing how people actually use it, and improving with speed. Her journey proves that the most powerful innovation comes from a founder who can bridge the gap between a line of code and the pulse of a loading dock.
Editorial Note
Sarit Tamir’s story is a testament to the power of “starting before you are ready.” Her transition from a decade of software development to the helm of a Vision AI company reminds us that the best solutions are built on a foundation of technical depth and the courage to solve real-world coordination gaps. As she expands Seeteria’s footprint, she invites us to find the “invisible” gaps in our own operations and turn them into opportunities for global efficiency.
