21. Diana Saarva, Co-Founder and COO at Miros

Name: Diana Saarva

Position: Co-Founder and COO

Company: Miros

Website: https://miros.ai/


Visual AI Shaping The Future of Ecommerce with Wordless Search


About Diana Saarva and Miros


Diana Saarva is the Co-Founder and COO of Miros, a category-defining tech solution helping shoppers search less but discover more. Finding hard-to-describe products in ways they can control.

Miros are leaders in online search and discovery, with their pioneering ‘wordless search’ technology. Unlike traditional search or reverse image search solutions, AI is leveraged to interpret browsing behaviour, providing an intuitive, personalised shopping experience without relying on text queries or product metadata. Already, Miros is embraced by leading brands, including Ravensburger, Percentil, and momox fashion.

Prior to her role at Miros, Diana embarked on a groundbreaking journey with Heikki Haldre and Paul Pallin, co-founding Fits.me. Their venture successfully redesigned fashion e-Commerce, solving sizing challenges of online apparel, leading to their successful acquisition by Rakuten. Diana’s involvement in Fits.me during its inception aided the creation of robotic mannequins that turned into any body shape and size — a game-changer in online retail.

Miros addresses the common struggle encountered by 9 out of 10 online shoppers who find it difficult to discover their desired products. Their AI-powered solution captures the intent of each consumer by analysing subconscious actions like scrolling patterns, clicks, hesitations, and product preferences. This results in seamless shopping experiences that eliminate the need for manual product tagging.

Recognized as the best AI in retail by industry authorities like CogX and Sifted, Miros is poised for expansion beyond the fashion sector. In 2024, a new focus extends to verticals like footwear, furniture, decor, and stock images. Supported by top talent and strategic partnerships with industry giants Rakuten, Zalando, and Bolt, alongside a collaboration with Europe’s leading computer vision AI research institution, iCV Lab, Miros is primed for exponential growth and influence.

With over 15 years of hands-on experience in e-Commerce, Diana enriches Miros with her nuanced understanding of digital agency dynamics, strategic prowess, and operational finesse. Her driving force is to reshape the e-Commerce realm, empowering digital retailers to thrive with efficiency and precision.




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