Sam Basu left his position as a senior software engineer at Google in early 2023, shortly after the introduction of ChatGPT by OpenAI. After a few unsuccessful attempts at launching new AI ventures, a friend’s request for customs paperwork assistance sparked his interest. He began contacting customs brokers in Los Angeles, discovering many relied on outdated technologies like fax machines. During a FaceTime call with a client, seeing piles of paper documents made Basu realize the need for modernization. He visited the client’s office the next day.
This insight led to the creation of Amari AI, co-founded by Basu and Arushi Vashist, a former LinkedIn senior software engineer. Their team has attracted over 30 clients and facilitated the movement of more than $15 billion in goods. Amari secured $4.5 million in funding from First Round Capital and Pear VC before publicly launching.
Basu aims to help customs brokers update their processes, as many have not fully embraced new technologies. Amari’s software automates data entry and paperwork, allowing staff, who must legally reside in the U.S., to focus on client support. The second goal addresses the increased importance of customs brokers amid unpredictable trade policies highlighted by CEO Chris Bachinski of GHY International, an early Amari adopter. Brokers often handle compliance for clients without their own staff.
According to Basu, the industry’s stress has led to a workforce exodus, with licensing exam pass rates between 10% and 20%, making it ripe for AI disruption. Amari positions its AI agents as supplementary to human expertise, continuously updating with trade rule changes to aid in compliance. The AI models, trained on over a million shipping documents, enhance brokers’ efficiency in navigating regulations quickly.
Todd Jackson from First Round Capital credits Amari’s early success to Basu’s proactive approach in understanding broker needs by attending industry events and building relationships. At a trade show, Basu’s presentation impressed Bachinski, who sought technology to keep GHY competitive.
Bachinski reassured his team about job security, anticipating that technology like Amari’s will promote growth and strengthen customer relationships. He noted the industry’s accelerated shift towards technology and its newfound recognition, with customs brokers gaining increased importance in public awareness.