Our Partnership with Noetive: Building the Intelligence of Record for the Physical Economy

AI learned the digital world from the internet. Code, text, images, and decades of digital activity gave models the raw material to transform knowledge work. The physical economy never had that advantage. Factories, warehouses, fleets, plants, and data centers run on information that largely exists nowhere else. The record lives in three places software never unified: what is actually happening on the floor, the company’s own systems, and the operators who already know how the pieces fit. That is a $30 trillion slice of global GDP that AI has barely touched. The company that learns how this world actually operates, and gets smarter with every operation, becomes the intelligence layer the physical economy runs on. We are partnering with Noetive to build it.

Craft invested in the $41 million seed round led by Eclipse alongside The Westly Group, Swish Ventures, Factory, Incite Ventures, Gigascale Capital, Operator Partners, Liquid 2 Ventures, and individual investors including Meta CTO Andrew Bosworth, Airbnb CTO Ahmad Al-Dahle, Nest co-founder Matt Rogers, and Zach Frenkel.

A big part of our conviction comes down to Amir, Dan, and the founding team. Amir and Dan have known each other for more than twenty years. Amir spent a decade at Meta across GenAI and XR, after stints at Google, Amazon, and HP. Dan founded and sold Stackbit to Netlify after product roles at Lyft and Meta. That combination matters here. Noetive has to push the frontier of what AI can understand about the physical world while turning that intelligence into products operators trust to run their businesses. Amir, Dan, and the team bring the technical depth, product instinct, and history together to do both.

Physical industries don’t lack software. They’ve been buying ERP, MES, WMS, and other systems for thirty years. The problem is that the data is fragmented, and much of the most important information has never been captured. Existing systems each see a piece of the operation, but none can reason across the whole thing: labor, materials, capacity, schedules, downstream commitments, and what is actually happening on the floor. So the job of putting it all together still falls to people. Every industrial business relies on a handful of operators who have internalized how the whole operation fits together. Their judgment is one of the company’s highest leverage assets and one of its biggest risks. It doesn’t scale, walks out the door every night, and eventually leaves for good. We’ve seen this pattern before: expert judgment that creates enormous value but can’t be systematized, scaled, or retained. We believe Noetive can change that for the physical economy.

Noetive’s self improving AI learns how an industrial business actually runs, makes decisions, observes what happens next, and learns from the outcome. But to understand an operation, it needs to see more than what exists in software. Noetive pairs its AI with sensing hardware inside the operation, so the system learns from the work itself, not only from the software that describes it. This closes the loop between the plan and what actually happened, turning every operation into a new learning signal. Noetive calls the result “the intelligence of record.” The system of record was the last generation’s defensible position in enterprise software: whoever held the data held the account. The intelligence of record is the future. The system that makes the decisions, learns from every outcome, and gets better every week becomes something the business can’t run without.

The early deployments are already producing better decisions in real time, and at a level of precision that was previously impossible. Noetive continuously optimizes across labor, materials, capacity, and changing conditions. The result is a fundamentally more efficient operation, with improvements that show up directly in revenue and margin. The system does not stop there. Every operation is a training signal, every outcome sharpens the model, and every new customer makes the next one faster to learn. That compounding loop is the bet: that the company that learns how the physical economy actually runs, and keeps learning every time it runs, becomes the intelligence layer a $30 trillion economy can’t run without.

We’re very bullish on the convergence of AI and the physical world. We believe Noetive has the power to capture this, and we’re grateful to be along for the journey.