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Dr. Uri Yerushalmi: Harnessing AI to Redefine Business Success

Dr. Uri Yerushalmi-Harnessing AI to Redefine Business Success | Fetcherr | The Enterprise World

Leadership in AI isn’t merely about overseeing technology—it’s about harnessing AI responsibly, shaping its development, and integrating its capabilities into the core of business operations. It demands a balance between human ingenuity and AI’s data-driven precision. Few embody this approach more than Dr. Uri Yerushalmi, Chief AI Officer at Fetcherr, who has spent over 30 years at the intersection of AI, neuroscience, and business. As he drives the evolution of AI-powered decision-making across industries, Uri exemplifies what it truly means to lead with vision, ethics, and global perspective.

Dr. Uri Yerushalmi is a well-known leader in the AI field. He has experience in software and AI engineering and holds a PhD in Computational Neuroscience. Blending deep expertise in AI research, software engineering, algorithmic trading, business management and entrepreneurship – he has always pushed the boundaries of what AI can achieve. At Fetcherr—a tech startup that developed the first generative AI pricing, inventory and publishing engine—he is responsible for managing and developing all aspects related to artificial intelligence (AI). His focus is on creating innovative and effective AI systems.

From Curiosity to Creation

Dr. Uri Yerushalmi’s journey into the AI industry began in childhood when he became intrigued by neural networks, which are designed to work like the human brain. This foundational technology has developed into what we now know as modern AI, deep learning, and generative AI, including tools like ChatGPT.

As a teenager, Uri experimented with these technologies before they became popular. This early interest motivated him later to pursue a PhD in computational neuroscience, which is essential for many of today’s AI advancements. Throughout his career, he has applied various AI techniques, data science, and machine learning across different industries.

Before founding Fetcherr, Dr. Uri Yerushalmi worked in the trading and capital markets sector, where he was the head of AI at a Wall Street trading firm. During this time, he saw firsthand how AI tools significantly impacted capital markets.

“This experience inspired me to co-found Fetcherr, with the vision of applying AI technologies to more traditional industries,” he explains. Fetcherr has developed a large market model that uses these advanced technologies to improve decision-making in conventional markets such as print ads, event marketing, public relations, etc. 

Revolutionizing Airline Pricing with AI

Founded in 2019, Fetcherr is at the forefront of AI-driven solutions for businesses, currently focusing on the airline industry with its flagship Generative Pricing Engine (GPE). Powered by the proprietary Large Market Model (LMM), the GPE automates dynamic pricing and real-time market forecasting.

What sets Fetcherr apart is its tangible impact on airline revenue and efficiency:

  • 6–9% Increase in Revenue Growth: Businesses using the GPE often see a significant lift in top-line revenue.
  • 95%+ Accuracy in Capturing Revenue: Its market simulations and predictive models enable highly precise price adjustments.
  • Over 60% Reduction in Manual Work: By automating historically labor-intensive tasks, Fetcherr frees teams to focus on strategic initiatives rather than repetitive processes.

This end-to-end AI transformation replaces disjointed legacy systems with a real-time, data-driven approach, helping businesses achieve sustainable, consistent profitability.

Integrating AI into Business

Fetcherr’s main mission is to embed AI into the operational fabric of businesses. This focus distinguishes it from other AI companies that primarily prioritize mimicking human behavior. The company’s commitment to improving business decision-making drives the development of its AI and deep learning models, which are specifically designed to anticipate changes in the market.

Fetcherr’s products are not detached solutions; instead, they seamlessly integrate into the existing business model. The company’s goal is to change the operational structure of organizations rather than simply replacing human jobs or enhancing current roles. It is dedicated to embedding cutting-edge AI directly into the core operations of businesses, ensuring that it becomes an essential part of the organization rather than just an external tool.

Navigating Challenges in AI Adoption

Dr. Uri Yerushalmi-Harnessing AI to Redefine Business Success | Fetcherr | The Enterprise World

Despite its proven value, AI adoption rarely comes without hurdles. Fetcherr identified three major challenges and devised targeted solutions.

One major challenge was industry resistance. Many organizations initially did not understand the potential impact of AI. To address this, Fetcherr adopted a gradual deployment strategy. The company began by applying AI to a specific segment of the decision-making process, which allowed it to show ROI in isolated functions before scaling enterprise-wide.

As it demonstrated tangible positive impact and increased revenue from these decisions, Fetcherr was able to expand the implementation across broader business functions. Another challenge was related to data limitations. Some businesses lacked comprehensive data or feared data gaps would undermine AI performance. Fetcherr’s AI can compensate for scarce data by drawing on multi-dimensional simulations, layered calculations, and predictive modeling—effectively filling in the gaps to create a holistic market picture. This adaptability ensures that businesses can leverage AI even in data-constrained environments.

Additionally, since convincing stakeholders to trust AI-driven decisions without seeing the underlying logic can be a challenge, Fetcherr addressed governance and explainability. To build trust in its AI solutions, the company implemented transparent AI features that explain how decisions are made. It also established governance measures, ensuring businesses have full visibility and confidence in AI-driven decisions. This approach creates a secure, reliable, and transparent environment for AI adoption.

Ethical Standards in AI Solutions

Ethics is a cornerstone of Fetcherr’s approach. Stemming from Uri’s experience in highly regulated financial trading, the company’s governance framework ensures no personal or biased data is used—only business and operational information that drives core decisions. “For organizations to trust AI-driven decisions, they need to clearly understand the reasons behind those decisions.

Therefore AI decision-making products like ours need to offer in-depth explainability, allowing customers to see why specific decisions were made in a transparent and easy-to-understand way”, says Dr. Uri Yerushalmi. By prioritizing explainability, unbiased data usage, and robust compliance, Fetcherr fosters an environment where AI is not just powerful but also responsible.

Dr. Uri Yerushalmi on Fetcherr’s Inspiring Transformation

“One particularly inspiring story highlights the power of having a deep belief in a vision,” says Dr. Uri Yerushalmi. In the early days, Fetcherr was dedicated to developing neural networks and convinced that traditional markets deserved access to advanced, high-quality technology, long before it became widely accepted.

Today, Fetcherr is proud to see major enterprises, like Delta Airlines, adopting its technology. As Delta’s President described it, Fetcherr’s AI acts as a 24/7 super analyst, continuously optimizing decisions, marking a significant change from a time when its innovations were often seen as science fiction.

“The initial results show amazingly favorable unit revenue versus the beta, so we are all in on this,” said Delta’s President. This demonstrates the real impact Fetcherr’s AI is delivering—not just innovation, but measurable financial success.

What started as a bold idea is now a proven, enterprise-grade solution driving real-world results.

AI’s Role in Shaping the Future of Various Sectors

Dr. Uri Yerushalmi believes that AI will transform many industries, creating significant changes that go beyond merely replacing human jobs. This transformation will fundamentally alter organizational structures that have historically been designed for human operation.

AI’s influence will reach various sectors, including aviation, e-commerce, financial services, energy, smart cities, healthcare, and logistics. As AI capabilities are integrated into these sectors, traditional organizational structures will become less relevant, leading to new ways of making decisions. These decisions will involve pricing and resource allocation, market analysis, and more.

For instance, in the airline industry, AI allows for the integration of previously separate departments, such as pricing and revenue management, using Fetcherr’s tools. This integration illustrates how AI can enhance operations across different sectors. Uri sees AI as a powerful force for change in all these industries, and Fetcherr plays a vital role in supporting this evolution.

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Effective Leadership in AI

In Uri’s view, effective leadership in the AI industry requires the ability to look beyond current trends. While many leaders focus on popular buzzwords, it is essential to understand their true meaning. For example, the term “AI” is often associated only with language models, but AI actually includes a much broader range of technologies.

Mentorship is a crucial part of Uri’s leadership journey. However, he believes that mentors must stay grounded in the core values of advanced technology. “It is important to continually ask ourselves: What is our purpose? The goal of using AI should not just be about advancing technology or mimicking human abilities; it should focus on solving real problems and creating meaningful change,” he says.

Additionally, maintaining a passion for the field and appreciating the beauty of AI is vital. If leaders forget what inspired them to pursue this technology, it becomes difficult to lead effectively. Staying connected to their motivations helps them mentor and guide others more successfully.

Advice for Entrepreneurs

To the young generation of entrepreneurs eager to make an impact in the industry, Uri offers the following advice:

“First, even if you are managing large operations, it is essential to stay connected to the technology. Always keep the ability to be hands-on and engage with the tools and systems you use. Additionally, be bold enough to question assumptions and curious enough to explore ideas beyond what is immediately obvious. Lastly, embrace humility and be open to learning from everyone around you, there is always something valuable to gain from different perspectives.”

A Legacy of Innovation

“Those who take risks will ultimately succeed,” says Uri. He aims to be part of a movement that transforms the global business economy, making it much more effective and efficient through the remarkable technology of AI.

5 Key Takeaways from Uri’s Inspiring Journey

  1. Dr. Uri Yerushalmi and Fetcherr are focused on using AI to fundamentally change how businesses operate and make decisions, not just mimic human actions. The company integrates AI directly into core business systems to improve efficiency and profitability.
  2. Fetcherr’s AI solutions, like the Generative Pricing Engine, address real challenges in areas like dynamic pricing and market forecasting. It uses advanced technology to help businesses make better, data-driven decisions.
  3. Fetcherr faced hurdles like industry resistance, data limitations, and the need for explainable AI. They overcame these by focusing on gradual implementation, building trust through transparency, and developing adaptable AI models.
  4. Fetcherr prioritizes ethical considerations in its AI development. They have a strong governance framework, emphasize explainability so users understand how decisions are made, and are committed to unbiased AI solutions.
  5. Uri blends AI, neuroscience, and market dynamics to solve real-world challenges. He sees intelligence as adaptive decision-making and fosters interdisciplinary collaboration. His leadership emphasizes curiosity, explainability, and real business impact.
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