We've been building toward Buy-it.ai for fifteen years. We just couldn't build it until now.

Buy-it.ai turns any video into a shoppable, attributable storefront. The technology to do it well has existed for about eighteen months. The judgment to do it right took fifteen years.

The question that wouldn't go away

One question has driven four companies across three continents: why can't you buy the thing the moment you see it — in a film, a series, a show, a music video? Every attempt to answer it taught us something the next attempt depended on. Buy-it.ai is the first time the answer was technically possible.

Two founders, two paths

Buy-it.ai sits where two careers finally converged — one spent inside media and commerce, the other inside AI research.

Mikołaj Krzemiński — Co-founder & CEO

The commerce path. 10+ years building content-to-commerce in Europe. Scaled a lifestyle app to top 3 in its category in Poland (1% market penetration with HGTV Poland). Worked with Warner Bros. Discovery, Canal+, RTL and HGTV. MBA and Master's in Economics. Now on the ground in Bentonville for direct access to Walmart and the US retail ecosystem.

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Łukasz Augustyniak — Co-founder & CTO

The technology path. PhD in Computer Science plus a Law degree — a rare AI/IP combination. Visiting researcher at the Nanyang Technological University, University of Cambridge ,and many others. 30+ publications at NeurIPS, ACL and EMNLP; 472 citations and an h-index of 12. NVIDIA technical collaboration and AI Architect/Principal AI Scientist (Panasonic, Avaya, JetBridge AI). Architected Buy-it.ai's non-IP-dependent recreation pipeline.

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Act I — The demand side: media, commerce, consumer behavior

Clotify — Poland

Partners: TVP, Rodzinka.pl, Domodi, Universal Music, Saszan. We shipped the first content-commerce formats around series, music videos, fashion and second-hand.

What this proved: viewers will buy what they see. The intent is real.

Clotify-K — South Korea

Partners: Channel A, Coupang, and the product-placement ecosystem. A Korean-language K-Drama shopping app around shows like Chef The Moon.

What this proved: the problem is global, not Polish. Same behavior, opposite side of the world.

Insbay — audience discovery

Partners: Warner Discovery, TVN, TVN7, HGTV, Allegro, plus home and lifestyle YouTube creators. We processed effectively all Polish HGTV output.

What this proved: content manufactures purchase intent at scale. The gap is monetization, not desire.

Insbuy — commerce infrastructure (Poland & Germany)

Partners: Canal+ (Domo, Kuchnia), RTLZwei, Amazon Germany, Otto, and 40+ Home & Furniture brands including Selsey. We built CPC models, product matching, retail integrations and content monetization.

What this proved: the model pays. The one unsolved constraint was scale — and scale was an AI problem.

Act II — The supply side: AI, research, automation

While the commerce path kept hitting the wall of "humans can't tag every frame," the same years were spent solving the inverse problem in the lab: teaching machines to understand unstructured content.

• The researcher. A PhD in Computer Science, 30+ publications at NeurIPS, ACL and EMNLP, 472 citations and an h-index of 12 — work spanning NLP, machine learning and multimodal AI. Visiting researcher at the University of Cambridge.

• The translator. Research alone doesn't ship. The turning point was putting models into production where they touch revenue. Interests migrated from text and NLP toward multimodal and vision: exactly what video commerce needs.

• The AI/IP edge. A second degree in Law turned into a moat. Buy-it.ai's pipeline recreates products without depending on third-party IP — architected from first principles to de-risk the single largest legal threat to AI commerce.

One path knew the market cold but couldn't scale. The other could build anything but needed a real problem worth fifteen years. They were the same problem, approached from opposite ends.

Why now

For most of those years the two paths couldn't actually meet. The vision was always right; the technology wasn't ready. Three things changed in the last eighteen months:

1. Multimodal AI — models now watch a video and understand products natively. The "humans tag every frame" wall is gone.

2. Agentic commerce / MCP — AI assistants now buy on a user's behalf. Shoppable content stops being a destination and becomes an API.

3. Creator and retail demand — Walmart, Arkade Retail and the creator economy need attributable video commerce now.

Buy-it.ai isn't a bet that this future arrives. We spent fifteen years proving the demand. We're building the moment it became possible.

Where the paths met

Insbay and Insbuy were the first projects where both worlds touched. Buy-it.ai is the first where they fully merged — television and broadcast experience, retail and affiliate infrastructure, attribution and monetization mechanics, and an AI pipeline that turns video into shoppable products automatically. Everything earlier was a prototype for this.

Buy-it.ai today

Buy-it.ai is one place where users come to buy what they see in TV and video — horizontal across every category and every show, directing traffic to multiple retail partners at once, inspiration-first.

The model in one line: we buy content-driven purchase intent at ~$0.05 and sell it to retailers at $0.45+ — a new retailer acquisition channel, not another ad format.

What that looks like in production right now:

• 10M+ impressions and 400K+ clicks driven

• 24K active users (last 90 days) across 700K interactions

• 10–35% CTR on matched products; 2–4% purchase rate

• Acquisition cost $0.03–$0.07 vs $0.45+ CPC live deals — a 6–15x gross spread

• 2,000+ products across 100+ shows, each shown in 10–15 styled contexts, new episodes shoppable within hours

• Proprietary detection + matching stack — the technical moat

Live affiliate partners: Amazon Associates, Nordstrom, Target, CollectiveVoice (ShopStyle).

Traction: HomeRoots — signed agreement, integration live, revenue ramping. Arkade Retail — agreement finalizing. Capital Factory alum, on the ground in Bentonville for direct Walmart and US retail access.

The relationships are the moat

Media & broadcasters: TVP, Channel A, Warner Discovery, TVN, HGTV, Canal+, RTLZwei.

Retail & commerce: Domodi, Allegro, Coupang, Amazon, Otto, Walmart, HomeRoots.

Affiliate networks: Awin, Rakuten, TradeDoubler, CJ Affiliate, ShopStyle / Collective Voice, Amazon Associates.

Platforms & ecosystems: Google for Startups, Capital Factory, Arkade Retail.

Accelerators: 500 Global (Singapore & Japan), K-Startup Grand Challenge, Startupbootcamp Amsterdam, Web Summit Alpha, Global Entrepreneur Programme UK, Kulczyk InCredibles, GAN, How to Web, and more.

Advisors: Jeff Amerine (Startup Junkie, 90+ investments), David Altounian (ex-CEO, Capital Factory), Tom Danis (ex-McKinsey, Rocket Internet), Rudy Mirran (ex-Fortune 500 CEO, consumer & retail), Derrick Bonyuet (finance, ex-Dell EMC).

Fifteen years didn't just teach us the problem. They gave us the relationships to distribute the solution.

The bet

Buy-it.ai is not the beginning of the story. It's the chapter every earlier one was preparing for. What started as experiments around television and shopping became international media partnerships, commerce infrastructure and AI research across three continents. The arrival of multimodal AI and agentic commerce is what let all of it finally become one system.

We're not learning this market. We've been in it for fifteen years. We're building the version that's finally possible.