Fireflai is a data intelligence company developing AI-powered software for master data management (MDM) and product data enrichment. Fireflai’s platform leverages advanced machine learning and generative AI to unify, cleanse, and enrich large volumes of product data and SKUs spread across multiple systems, locations, subsidiaries, languages, and hundreds of suppliers. The companies’ technology allows customers to generate reliable, accurate, and structured product records – called a Golden Data Set – in a matter of hours. This allows customers to rapidly reduce inefficiencies, prevent revenue loss, and reduce compliance risks caused by poor-quality data.

Fireflai was founded by entrepreneur Tom Gardner (CEO) who previously cofounded Robiquity, a successful automation consultancy, and Craig Sumner (CPO) a former management consultant and expert in digital process transformation. Further supporting the team is Laura Malins (non-executive director), former Chief Product Officer of Manchester unicorn Matillion, and James Clarry (chair of the board). The team is building the next-generation of data management solutions and are setting a new standard for product data integrity, enabling companies to stay ahead in an increasingly digital and data-driven marketplace. The platform also includes generative AI features that enrich records with automatically generated content – text, images, and descriptions – allowing companies to scale their product data management without relying on semi-automated or outsourced solutions.

DSW Ventures made a £415,000 pre-seed investment into Fireflai in early 2025 to accelerate product development and commercial expansion. The investment will help the team position Fireflai as the go-to solution for businesses looking to take full control of their product data and unlock new opportunities for automation and growth.