Fractal's Cogentiq Cuts E-Commerce Decision Time to Minutes

Fractal, a publicly listed enterprise AI company, launched a product Thursday that targets a specific cost in consumer goods: the time between a market signal and the response. Cogentiq e-commerce monitors more than 70 data points per stock-keeping unit on Amazon and recommends cross-functional actions within minutes. The tool replaces a process that typically takes five days.

When a product goes viral on Amazon, demand spikes. A manual review cycle across inventory, media buying, and pricing teams usually stretches to five days. Stockouts pile up. Ad budgets burn on terms that no longer make sense. Cogentiq catches the same signal and pushes a coordinated set of recommendations to the relevant teams. A human still signs off. The difference is the gap between signal and action shrinks from a week to a single meeting.

“Today, most organizations use AI the same way they’ve always used analytics: gather data, generate insights, and then decide,” said Pranay Agrawal, Fractal’s CEO. “That sequence is too slow for the world we’re entering. We believe AI should start with the decision and compress the distance between insight and action to near zero.”

The cost of a missed signal is direct. A stockout means lost revenue. Overbidding on a keyword that no longer converts means wasted spend. For a consumer goods company with thousands of SKUs, the aggregate drag from slow decisions runs into millions of dollars a year. Cogentiq checks each SKU daily and flags changes in stock levels, media spend allocation, keyword performance, content gaps, and pricing.

Fractal is not a startup trying to find product-market fit. The company employs more than 5,000 people and serves Fortune 500 clients. It owns Asper.ai, which focuses on revenue-growth decisions, and Analytics Vidhya, a data science education platform. It also spun out Qure.ai, a healthcare AI firm. Fractal holds leadership positions in Forrester’s Customer Analytics Wave, Everest Group’s AI and Analytics services assessment, and ISG’s data engineering and data science reports.

The product launched on Amazon first. Integration took two days through a standard marketplace API, Fractal said. The same model can expand to other platforms over time.

For Fractal’s stock, Cogentiq represents a new revenue line with recurring potential. The company is publicly traded on the National Stock Exchange of India under the ticker FRACTAL. Investors tracking its progress will watch for metrics like deployment count and contract renewal rates. For now, the product narrows the gap between insight and action in e-commerce, a channel where speed directly determines margin.