Our Story

Why We Built THINGS

Before THINGS, we ran Sweetcouch, a shopping app, for seven years. It reached over 10 million users and was backed by Sequoia Capital.

With THINGS, we wanted to reimagine shopping for an AI-first world.

That required us to unlearn how we had always built software.

Like most people who build software products, we had a software mindset. We thought in terms of needs, innovation, features, rules, UX, databases and protocols. You identified a problem, designed a solution, defined the rules and built the experience around them.

Building AI-native meant unlearning all of that. AI introduces capabilities with no real precedent. You cannot simply take the old way of building products and add a new technology to it. You have to rethink what the product itself can be.

AI-enabled is one thing. AI-native is a different game.

AI-enabled products add AI to an existing software experience. AI-native products embed a powerful, non-deterministic brain into the product itself. Think of Google’s AI Mode as an example of AI being added to an established experience. The distinction is not merely technical; it changes how you approach the entire product.

Traditional software operates within a defined problem space and a defined solution space. AI has neither limit in the same way. It can interpret context, adapt to individual needs and produce outcomes that aren’t entirely predictable in advance. It can also be persuasive and, much like a human, build a relationship with the person using it.

Consumer AI: Save Time or Spend Time?

Most consumer AI products promise to save you time. Shopping is different.

Shopping isn’t just a task to complete. It’s also a way to unwind, explore, discover and enjoy yourself. People often want to spend time shopping, not eliminate the experience altogether.

That shaped how we built THINGS. There had to be no learning curve and nothing nerdy. The interface needed to be simple and fun, with AI diffused through every layer of the experience rather than presented as a technical feature the user had to operate.

Five Experts. One Personal Styling Team.

The result is THINGS: your own team of five AI agents working as your personal stylists.

Inspector vets shops so you discover only trusted sellers.

Editor curates fresh looks for you, explains why they suit you and helps you discover new fashion.

ME lets you try a look on yourself before buying, so you see it on you, not just on a model.

Ego helps you understand your style, follow trends and discover what’s missing from your wardrobe.

Accountant finds the best prices and coupons, and flags shipping costs and return-policy fine print before you pay.

The agents work behind the scenes. You don’t need to see or manage them. You simply enjoy their work, created exclusively for you.

A New Kind of Shopping Experience

We believe THINGS is the first AI-native consumer app of its kind. Our ambition is to disrupt shopping the way ChatGPT disrupted search—not by adding AI to the old experience, but by reimagining the experience around AI from the ground up.

In our tests, THINGS beat every other AI app we compared it with globally, both on AI-first principles and on UX.

We’re rolling out in India first, then taking THINGS to the world.