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a seasoned AI researcher and the driving force behind Ajinomatrix
Francois Wayenberg
the journey by enty
Converging AI and Sensory Science: a conversation with Francois Wayenberg of Ajinomatrix
Business is not only about money and paperwork. Most of all, it’s about people, inspiration, and passion. With that in mind, we present you the Journey — a project where entrepreneurs share how they started their businesses, what made them successful, what drives them, and how they came up with what they ended up doing.
Our today’s guest is Francois Wayenberg, a seasoned AI researcher and the driving force behind Ajinomatrix — a pioneering startup that is set to redefine the food industry through the power of artificial intelligence.
Our today’s guest is Francois Wayenberg, a seasoned AI researcher and the driving force behind Ajinomatrix — a pioneering startup that is set to redefine the food industry through the power of artificial intelligence.
Our whole philosophy is about making positive changes in the food industry. Clients come to us for projects that can really make a difference, and I think we're delivering on that front
Let's start with a brief introduction. Can you tell us a bit about your background?
I'm an economist by education, having studied at the University of Brussels. I'm also involved in AI research as an industrial collaborator at the Artificial Intelligence Lab, IRIDIA, at the Free University of Brussels.
My co-founder, Joel Bellenson, comes from the Stanford biomolecular labs. Joel's quite famous for inventing the smell printer, which made the cover of Wired magazine back in the day.
If you were to describe your product to someone who knows nothing about it, what would be the simplest way to explain how your technology actually works?
At its core, our technology relies on artificial intelligence. We help analyze how much people appreciate food products, not just in terms of taste and aroma, but the whole eating experience.
Our goal is to improve products in several ways. First, we focus on enhancing taste, aroma, and texture. But we're not stopping there. One of our exciting projects is developing what I like to call a 'food Xerox machine'. Picture this: you input a recipe, let's say for a snack bar, and our software outputs a recipe for a better-tasting, healthier version of that snack bar. That's what we're currently working on.
How did you come up with the idea for your startup?
Prior to founding Ajinomatrix, I was working for one of the world's largest Japanese trading companies. It's an ancient organization, dating back to the 1620s, even older than the East India Company.
Ajinomatrix was conceived as one of the more advanced projects within that company in the late 1990s. After some time, the management decided to let go of the idea. But I wasn’t willing to give up on it, so we parted ways, and I continued independently.
While still working in the company, I got a chance to meet Joel, who recognized the potential of the project. He joined Ajinomatrix after the demise of his own project during the bubble. We've been studying the convergence of AI and sensory science and loosely working on the concept for about two decades. In 2018, we first established Ajinomatrix in Jerusalem. We then moved to Berlin for a year. Then I came back to Belgium and graduated from the Founder Institute. Following that, I officially founded the company there in 2020.
The inspiration for our foundation, commandant Cousteau with Julia Child as a humorous sketch (by Alexander Mitchell)
'Ajinomatrix' is such an interesting name for a company. Sounds futuristic and somewhat intriguing. How did it come about?
The name actually comes from Japanese. 'Aji' means taste in Japanese, so Ajinomatrix translates to 'the matrix of taste'. Interestingly, about 90% of our business comes from Japan, though we didn't plan it that way.
We realized the extent of our Japanese market at the recent CES (Consumer Electronics Show). About 80% of our visitors were from Asia, and among those, at least 90% were Japanese.
You mentioned that most of your clients come from Asia. Do you also work with the European market?
Absolutely! We're active in the European and American markets too. We've gained quite a bit of traction, especially in Latin America. In Europe, we're not just working with food businesses. We've had interest from large retailers, laboratories, and even consulting firms in the food industry.
But our main traction at the moment is indeed in Japan. It wasn't something we planned or did on purpose. It just happened that way, perhaps because of our company name.
Do you remember your very first client?
Oh yes, I remember it clearly. It's quite an interesting story. Our first client came to us with a unique challenge: they wanted help in creating a vegan croissant. It's funny because since then, we've had at least three instances where companies have asked us to develop healthier versions of European specialties.
The goal was to develop a software tool to help this company create the best-tasting vegan croissant in the world. It was an exciting project that really showcased what our technology could do.
Isn't that overcomplicating things? You know, maybe a croissant should just be a croissant.
I understand that sentiment. Many people think that way. But let me give you an example. If you go to Burger King in Europe or in Belgium, where our company is currently headquartered, and order a vegan burger, you might be surprised. The vegan burger often tastes more interesting and richer, sometimes even better than the meat burger. I think that's fantastic, and it's what we're trying to achieve with other foods.
We didn't work (yet) on that specific burger, though. Our clients usually ask us to keep quiet about our involvement. But we try to stay informative about the market situation. We actually discussed this on our company blog, where we issued a kind of warning. We believe that using AI to improve food can be a healthy process for people in the Western world, and not embracing this technology might put these companies at a disadvantage.
Why do you think it's risky for companies not to use your technology?
Well, there are a few reasons. First, consumer preferences are changing rapidly, especially when it comes to health and sustainability. Companies that don't adapt quickly might find themselves left behind. Our technology allows for rapid prototyping and development of new, healthier products that still taste great.
But it's not just about business. We believe our technology can contribute to addressing larger issues like nutrition and sustainability in food production. By making it easier to create healthier, more sustainable food options that people actually enjoy eating, we can make a positive impact on public health and the environment.
While I understand the attachment to traditional foods, I believe there's room for both tradition and innovation in our diets. Our goal isn't to replace traditional foods, but to offer alternatives and improvements that can coexist with our culinary heritage.
You know, with the ongoing conflict in Ukraine and the resulting market tensions, especially in the food sector, it's becoming risky to ignore innovation. Sticking to old habits and not considering alternatives might not be the wisest choice in the long run. That's the message we're trying to convey.
Let's talk about funding. Have you had any experience with attracting investors? Are you actively looking for external funding? How are you approaching this?
Oh, it's been quite a ride! So far, we've managed to raise over 600K. We're not done yet, though. We're working on raising another round, aiming for €3 million. It's actually part of a larger €10 million split round.
We've managed to generate quite a bit of interest. Google reached out to us through Cambridge's fund for their Brain project. We've also had some indirect contact with Microsoft. And get this: the European Agency for Innovation and Technology asked us to showcase our products at an event in Brussels. Coincidentally, it was on the same day as Apple's WWDC. While Apple was unveiling their VR goggles with vision OS, we were presenting a mock-up of our sensory OS. It was wild!
Our concept kind of encompasses Apple's, you know? We were a bit worried we might wake the sleeping giant and get squashed, but I guess you could call it a friendly nod to Apple. We might not have the same resources as the big guys, but we're holding our own.
All this interest has led to some pretty amazing valuations, especially for our stage. Right now, the company's valued at around 11 million. That's almost double the average Series A level in Europe. It's a bit of a double-edged sword, of course, but it's a great testament to how we've been able to get our name out there and grow our business.
What's next on the horizon? We’ve heard you’ve got a book coming out soon – what's it about in a nutshell?
Well, I've actually got quite a few books under my belt already – this will be number 41 or so since 2018. This particular book is all about Ajinomatrix and the various projects we've got in our portfolio. It covers the Ajiniomatrix foundation (www.ajinomatrix.net) and the company too.
The content of the book is really exciting. It's not just a dry account of our company's history. We're diving into the philosophy behind what we do, the challenges we've faced, and the innovations we're working on. It's part business story, part futurism, and part call-to-action for anyone interested in the future of food technology.
We're hoping it will appeal to a wide range of readers – from food industry professionals and tech enthusiasts to anyone curious about where our food might come from in the future. It's another way for us to contribute to the conversation about the future of food and technology. And who knows? Maybe it'll inspire the next generation of food tech innovators. That would be pretty cool.
Sounds quite gripping! So when will it be published?
We're still in the review stage. We're not quite sure about the format yet, and there's still some work to be done on our end. So we don't have a firm publication date, but I'd guess it'll be after our next funding round. Maybe Q1 2025? It’s to be confirmed with our editor and investors.
Any final thoughts? Maybe share some advice for aspiring entrepreneurs?
You know, as someone who's been through the wringer, I've got to say that building resilience is key. It's not something you're born with – it's a skill you develop over time. I learned this the hard way, fighting tooth and nail to bring my idea to life.
You've got to be prepared for the long haul. It's not just about having a great idea – it's about having the grit to see it through. You'll face setbacks and plenty of doubts along the way. But each obstacle is a chance to strengthen your resolve. Success rarely happens overnight, so don't be discouraged if things don't take off immediately.
Look at me – I'm still dreaming big. My next idea? I want to train Elon Musk for Mars. No joke! Here's the thing though: even with a seemingly straightforward idea like that, the level of resilience you need to build is intense. I'm just one handshake away from Elon, but convincing investors and prospects to jump on board? That's a whole other ball game. Before embarking on a new project, you need to really think out what it would take.
So, to all you aspiring entrepreneurs out there – believe in your vision, build that resilience, and go make it happen. It won't be easy, but trust me, it's worth it.
Thank you for reading Francois’s story, hope you’ve enjoyed it. If you are looking to share your story, please leave us the form below and we will contact you back. Cheers!