Squint raises $13M in Series A funding led by Sequoia for AR meant for B2B to interact with physical objects

Several years ago, Apple and Google made a move into smart augmented reality, which allowed people to use their smartphone cameras to recognize and interact with everyday objects. This put the technology on the map with everyday consumers and opened doors for businesses to create new experiences to cater to them, while also laying the groundwork for building new frontiers in visual search.

Squint is one of the startups making the most of this concept with its platform that founder and CEO Devin Bhushan describes as a way to connect people with the right information at the right time.

Initially targeting business users, Squint has created a simple and fast way for organizations to build AR-based workflows. This involves users pointing their smartphone or tablet cameras at physical objects in the work environment, whether they are “smart” and connected or not. This triggers detailed, step-by-step instructions, log sheets, and more. Additionally, generative AI-based interactions are used to figure out what users need to know.

Squint has secured several large enterprise customers, including Volvo, Siemens, Colgate-Palmolive, Michelin, and Berkshire Hathaway Energy. Through the Series A funding round of $13 million led by Sequoia, with participation from Menlo Ventures, the company aims to fuel its business growth and further tech development.

Although B2B is its initial target, Squint has a broader focus. Bhushan’s ultimate goal is to “eliminate the search bar, and eliminate all that time we spend looking for information and data.”

Bhushan initially came up with the concept while working as an engineering manager at Splunk. He helped build Splunk AR, a way for users to map data onto physical machines for real-time understanding. This experience led him to pursue the idea behind Squint.

At Squint, the company’s objectives and route to achieving them are very distinct. The platform has innovated around object detection and content creation, using computer vision and object detection to turn videos into AR procedures.

Squint’s advantage lies in providing dynamic and specific solutions for creating workflows and tying them to specific actions and areas of a machine’s system. The platform’s AI covers computer vision, workflows, and generative AI that powers the ability to ask questions and get answers.

Squint initially incubated the company at Menlo Ventures as part of its Menlo Labs product. It later became a part of Sequoia VC’s early-stage program, Arc.

Jess Lee, the Sequoia partner involved with Arc, described the first time she saw Devin demonstrate how Squint worked as a “moment of intuitive magic,” similar to what she felt when she first saw an AirTag.

Lee believes that it is the right time to build the next generation of tools to help skilled laborers do their work better, signaling how tech will ultimately penetrate into the offline world beyond knowledge workers.

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