The Platform Transformation Journey

When I founded Enterra in 2003, our mission was clear: to help the world’s most sophisticated organizations move beyond traditional analytics to prescriptive intelligence, revealing to our clients not just what happened in the past, but what will happen in the future and what to do about it. Over the years, we’ve had the privilege of working with industry-leading Fortune 500 companies such as Nestlé and Hershey’s, consistently delivering outcomes that seemed almost impossible - like generating future revenue growth recommendations with up to 91% accuracy and optimizing complex supply chains with minimal human intervention.

What excites me most about this moment is how far we’ve come since those early days. Over the past 24 months, we’ve transformed Enterra from a solutions provider into a Platform-as-a-Service technology company that empowers sophisticated organizations across a wide range of categories with the ability to understand their marketplace, their challenges, and their opportunities with radical clarity.

Why Marketing, Why Now

The marketing services industry is a $453 billion global market* that is experiencing both massive disruption and significant resistance to change.

(Source: Mordor Intelligence: Global Marketing Agencies Market Size and Share Analysis – Growth Trends & Forecasts (2025–2030))

What initially drew me to Sami McCabe and the 380AI team was not just their impressive early marketplace traction but also their deep understanding of the complexities of the legacy marketing industry and the transformative potential of our ADS Platform. 380AI’s team embodies the domain expertise we need to translate Enterra’s mathematical precision and autonomous decision-making capabilities into marketing-specific solutions.

The Strategic Value of Proven Execution

Many AI companies today are built on promises rather than performance. What distinguishes both Enterra and 380AI is our shared commitment to delivering measurable results in real-world, high-stakes environments.

When Sami and his team successfully launched 380AI’s first agency brand, Atrium, and executed a strategic acquisition of the Captain platform to enhance their capabilities, it demonstrated their commitment to putting AI at the heart of their business.

Our acquisition of 380AI provides us with immediate access to proven marketing expertise, an AI-native technology stack specifically designed for marketing applications, and perhaps most importantly, a team that has demonstrated the ability to reimagine how marketing services are delivered in an industry that’s notoriously slow to adapt to new realities.

Instead of building marketing capabilities from scratch, we are acquiring a foundation that has already been tested and validated in the market.

Expanding Our Platform Strategy

The acquisition of 380AI marks the first significant evolution of our industry-agnostic AI platform for prescriptive intelligence, extending beyond CPG and consulting services into other high-value industries. This is critical because it validates our hypothesis that sophisticated organizations across various sectors are ready to embrace autonomous decision science when delivered through a platform that combines enterprise-grade reliability with mathematical sophistication beyond traditional systems.

Each successful platform implementation not only generates direct value but also strengthens our multi-layer intelligence architecture through expanded data sets, refined algorithms, and enhanced capabilities.

Building Defensible Competitive Advantages

At a moment when generative AI capabilities are becoming increasingly commoditized, sustainable competitive advantages stem from three key sources: proprietary mathematical models, sophisticated algorithms that find patterns others miss, and proven execution capabilities in specific domains.

By combining our Autonomous Decision Science™ (ADS) platform, featuring our three-layer architecture of mathematical foundation, universal data integration, and cognitive interface, with 380AI’s marketing-specific capabilities and domain expertise, we are creating something that will be exceptionally difficult for competitors to replicate.

The Vision Moving Forward

With Sami McCabe joining as Chief Marketing Officer and Head of Enterra’s new Marketing Business Unit, we’re adding a vastly experienced operator who shares our commitment to systematic industry transformation. His leadership will drive three strategic initiatives that align perfectly with Enterra’s broader mission.

First, we’ll be applying our groundbreaking ADS Platform for prescriptive intelligence specifically to marketing challenges for sophisticated organizations. This isn’t about replacing human marketers, it’s about augmenting their capabilities with prescriptive intelligence, mathematical optimization, and automated execution capabilities that deliver competitive advantage.

Second, we’ll be executing on the 380AI vision for an AI-first marketing technology business, powered by Enterra’s platform. 380AI will give us comprehensive coverage across marketing verticals, media channels, and key geographic markets, transforming complexity into clarity regardless of the specific marketing challenge.

Third, Sami will help us communicate the Enterra story more effectively to the broader market. Despite having built the world’s most mathematically sophisticated autonomous decision-making platform and a successful business over two decades, we’ve maintained a relatively low profile.

As we approach a $1BN+ valuation later this year, it’s time to help more organizations understand how our ADS Platform for prescriptive Intelligence can accelerate their own transformation journeys, from contract to value in 30 days.

The Bigger Picture

This acquisition represents something larger than a single transaction or even a new business vertical. It is the keystone for a model that I believe will define the next phase of AI adoption in enterprise environments: sophisticated platform providers with mathematical intelligence capabilities enabling domain experts to build AI-first businesses that deliver measurable impact in their specific industries.

The marketing industry transformation is just the beginning. As we continue to refine our platform and demonstrate its effectiveness across different sectors, we’re building the foundation for systematic AI enablement across the global economy. Every organization that successfully transforms using our AI platform for prescriptive intelligence becomes both a testament to what’s possible and a contributor to making the platform even more powerful for the next adopter.

We’re pioneering a new model for AI transformation in the real world, combining our proven AI platform for prescriptive intelligence with deep domain expertise, executed by teams that understand both the promise and practical challenges of implementing autonomous decision science at enterprise scale.

I couldn’t be more excited about what we’ll build together in the months and years ahead.

- Steve