Sift Lab

Sift Lab (Siftlab AB) is a Swedish data and artificial intelligence company focused on retail. It builds a next-generation AI platform that acts as an "agentic intelligence layer" on top of a retailer's existing data infrastructure and martech stack, helping retailers predict and optimize customer, product and campaign behaviour. The company describes itself as built on global research advancements at the intersection of retail, artificial intelligence and database design, and states that it was founded on proprietary research from Martin Rosvall, a professor in theoretical physics with a focus on computational science at Umeå University. Sift Lab's platform is organized around predictive insights and analytics, predictive segmentation and AI-powered audiences. Interactive dashboards give retailers visibility across business areas such as sales, CRM, marketing, product and supplier/inventory management. AI segmentation is used to optimize campaign audiences across multiple channels, and the company also offers personalized recommendations for omnichannel retail. According to the company, customers report an 80% reduction in time spent looking for data or answers in data, and experience an uplift of at least 20–40% from using its AI audiences, segmentations and personalized recommendations. The company positions itself as a fast time-to-value accelerator for retailers that cannot easily build comparable analytics and personalization capabilities in-house. It emphasizes a low computational footprint and low data storage costs, claiming it has not found another tool with lower processing cost and environmental impact from data storage. Sift Lab says it is trusted by leading global e-commerce companies, large retailers and consultancies, and its website highlights that more than 30 of the biggest Nordic retailers use it. Sift Lab has published customer success stories, including work with Nordic Nest Group, a Scandinavian design retailer, where the platform replaced manual customer analysis in Excel and supported data-driven decisions across CRM, paid channels and product development. In 2025 the company announced new product breakthroughs, including Sift Story and Sift Sense. Sift Sense is described as an AI agent that combines Sift's predictive analytics and audiences with an agentic intelligence layer, giving faster access to customer, product and campaign insights and automating the setup of audiences for advanced marketing campaigns. Sift Lab has also launched a Retail Media solution aimed at automated data monetization, designed to transform how retailers collaborate with their suppliers. Sift Lab is headquartered in Sweden and operates primarily in the Nordic retail market while serving global e-commerce and retail customers. It is a private company and is not listed on a public stock exchange.

Sift Lab (Siftlab AB) is a Swedish data and artificial intelligence company focused on retail. The company states that it is built on global research advancements at the intersection of retail, artificial intelligence and database design, and that it was founded on proprietary research from Martin Rosvall, a professor in theoretical physics with a focus on computational science at Umeå University. Its stated mission is finding, visualizing and understanding the story in big data sets. The company assembled a team of experts in artificial intelligence, database design, retail analytics, personalization strategies and execution. From the outset, Sift Lab aimed to bring analytics and personalization capabilities into the hands of retailers that could not be found in market-leading tools or would take an in-house team or consultants years to build. It also emphasized bringing capabilities to market with the lowest possible computational footprint and data storage costs, claiming it has not found any other tool with lower processing cost and environmental impact from data storage. Sift Lab's platform is designed to accelerate a retailer's existing data infrastructure and martech stack with fast time to value. Retailers can predict and analyze customer behaviour through a few simple clicks, getting large data sets visualized in dynamic dashboards. The company reports that its customers see an 80% reduction in time spent looking for data or finding answers in data, and that using its AI audiences, segmentations and personalized recommendations omnichannel delivers an uplift of at least 20–40%. Sift Lab has published customer success stories, including work with Nordic Nest Group, a Scandinavian design retailer. In that case, Nordic Nest replaced manual customer analysis in Excel with Sift Lab's platform. Sift Lab says it is trusted by leading global e-commerce companies, large retailers and consultancies, and its website highlights that more than 30 of the biggest Nordic retailers use it. In 2025 Sift Lab announced several further key breakthroughs, starting with Sift Story and Sift Sense. Sift Sense is an AI agent that combines Sift's predictive analytics and audiences with an agentic intelligence layer, giving unparalleled access and speed to customer, product and campaign insights as well as automating the setup of audiences for advanced marketing campaigns. Sift Lab also launched a Retail Media solution for automated data monetization, designed to transform how retailers collaborate with their suppliers. The company continues to position itself as an AI-powered growth platform for retail.

• Founded on proprietary research from Martin Rosvall, professor at Umeå University

• Platform adopted by 30+ of the biggest Nordic retailers

• Announced Sift Story and Sift Sense as 2025 breakthroughs

• Launched Retail Media solution for automated data monetization

AI-powered growth for retail: a fast time-to-value, low-footprint agentic intelligence layer that accelerates retailers' existing data and martech stacks.

• Predictive Insights & Analytics

  Interactive dashboards providing insights across sales, CRM, marketing, product and supplier/inventory management.

• Predictive Segmentation

  AI segmentation to optimize campaign audiences across multiple channels.

• Sift Sense

  AI agent combining predictive analytics and audiences with an agentic intelligence layer for faster insights and automated audience setup.

• Sift Story

  Announced as a key 2025 breakthrough.

• Retail Media solution

  Automated data monetization solution designed to transform retailer-supplier collaboration.

1. 1Sift Lab official websitesiftlab.com
2. 2AI Powered Growth for Retailsiftlab.com
3. 3Q&A with Erik Öjner & Stefan Gullner at Nordic Nestsiftlab.com
4. 4Siftlab AB on Wikidatawikidata.org