Meet the AI Tech Engineer Changing the Future of Retail

With strong Wiradjuri and Kamilaroi ties, Chris grew up surrounded by a firm belief in the power of education—a path his parents had forged before him. His introduction to academia came early, attending his first lecture at just three or four years of age while his mother trained to become a teacher. When the time came to leave home for university, his parents were initially hesitant, but knowing he had the support of Wollotuka provided them with peace of mind. For Chris, the move was an exciting leap toward his future, built on the foundation his family had worked tirelessly to create.

While studying, Chris balanced his coursework with a scholarship at a mining company, gaining hands-on experience along the way. But it was a summer internship at the world leader in bionic ear making, an Australian company called Cochlear, that truly set things in motion. Immersed in test systems and instrumentation, he quickly proved his skills, turning a short-term opportunity into a three-year journey. Rising from Graduate Engineer to Test Systems Engineer, he gained a deep understanding of large-scale operations. Despite the stability and growth, the allure of startups proved too strong to resist.

“I always wanted to do something big—it was always in me. I had a stable job, but I couldn't ignore the opportunity to create something greater, to go global, and to build something of my own."

While completing his Master's, Chris met his future co-founder, Marcel Herz. Together, they joined forces with a few friends and founded Tiliter. Leaving their jobs to build a business from the ground up in a garage was a bold decision.

Opportunities quickly emerged overseas, particularly in Germany, thanks to Marcel's homeland connections.This international experience was pivotal, allowing them to gain credibility before making their mark in the Australian market. Their breakthrough came when they secured major investment in New York, positioning Tiliter for global expansion.

Then, the pandemic hit, forcing Tiliter to pivot. With international business becoming increasingly difficult, the company shifted its focus to Australia, targeting major retailers like Woolworths and Coles. Breaking into the domestic market was challenging, but their success overseas gave them the credibility they needed.

“Building a brand, earning recognition, and gaining trust didn’t happen overnight, that took a long time. We had to be big; we had to be bold. It took us going overseas, to really do that. Looking back, taking those big steps sent the message that we were serious, and we were ready to be here for the long term.”

Under Chris’s leadership, Tiliter has grown into a world-leading provider of AI-driven product recognition solutions, with teams across Australia, Europe, and the USA. His expertise in engineering and research and development has been instrumental in creating innovative technologies that are reshaping the retail landscape.

Tiliter’s technology harnesses machine learning to identify products without barcodes, streamlining checkout processes and reducing errors. In the early days, without access to vast datasets, Chris and his team took an unconventional approach, training AI models with simulated images. This ingenuity set Tiliter apart, drawing the attention of major tech players.

Now, the company’s Product Recognition API allows retailers to integrate AI-powered identification seamlessly into their existing systems, eliminating the need for extra hardware. The result? A smarter, more efficient retail experience with greater loss prevention and enhanced customer experience.

Timing, for Chris, was everything. Five to seven years ago, AI-powered product recognition was groundbreaking. Today, AI is everywhere, but Tiliter was ahead of the curve. By securing patents early on and demonstrating the value of their technology, they earned the trust of some of the world’s largest retailers, solidifying their position as pioneers in the field.

“The state of AI today can be compared to the early days of computing before the PC was commonplace. While computing technology was available and was reasonably cost-effective, personal computing didn’t hit prime time until someone worked out how to deliver a user experience that would unlock the potential of the technology.”

Chris describes building a startup as a “crazy ride,” one filled with hard-earned lessons along the way. One of the biggest challenges was earning credibility with large retailers. In the world of business-to-business sales, he stresses the importance of having internal advocates, what he calls “product champions”, who believe in your product and champion its adoption.

Looking back, Chris advises aspiring entrepreneurs to gain experience in established companies before taking the leap into launching a startup.

“One of the biggest challenges for recent graduates is feeling like they need to go everywhere immediately and know their path straight away. For me, taking the time in different roles along my journey has been really critical. Take the opportunities when they come but don’t jump into something before you’re ready.”

Seven years later, Chris’ company is leaving a lasting impact on both Australian and international markets. What started in a garage has grown into a business with major partnerships, proving that innovation, persistence, and strategic risk-taking can pave the way for remarkable success.