As artificial intelligence tools gain global attention, a Botswana-based startup, Seipone.ai, is positioning itself to reshape how brands across Africa connect with their customer.Founded in 2018 as a software consultancy firm under the name Seriti Insights, the company shifted its focus in April 2022 to AI-driven solutions for businesses. Led by co-founders Nomsa Makgabenyana and Kagiso Mpa, Seipone.ai has developed an enterprise-grade platform that uses advanced machine learning to analyze customer sentiment from historical and real-time data across social media. The software also deciphers indigenous languages like Setswana and Swahili, alongside evolving social media slang, allowing brands to better interpret consumer emotions and feedback.
Why the Pivot?
Although the transition to AI was not easy—requiring the team to sacrifice steady consulting revenue—Makgabenyana describes it as a necessary step to capitalize on AI’s potential. “We recognized that our technology could bridge the gap between what brands think they know about their customers and what their customers are actually saying,” she expla.Seipone.ai’s tools target marketing agencies, advertising professionals, and brand managers, helping them monitor reputation, analyze online mentions, and extract consumer intelligence. According to the startup, its algorithms capture up to 87% of insights that traditional tools often miss, ensuring brands don’t overlook critical audience perspectives.
Expanding Horizons
Currently serving top organizations in Botswana—such as a major commercial bank and a leading mobile operator—Seipone.ai has its sights set on new markets. The company is eyeing East Africa, particularly Kenya, as its next destination, with future plans for South Africa, Uganda, Tanzania, Rwanda, the United States, and the Netherlands.To fund these ambitions, Seipone.ai is in the process of raising a seed round to scale its technology and operations. While funding negotiations continue amid economic challenges, Makgabenyana remains optimistic. She believes additional resources will also address a key challenge: the lack of awareness about AI’s transformative capabilities for marketing in Africa.To close this knowledge gap, Seipone.ai has launched Seipone Learning, a platform offering workshops tailored to businesses. The sessions, led by the founders and industry experts, focus on educating clients about integrating AI into their marketing strategies and leveraging language as a critical tool for consumer engagement.
The Road Ahead
Reflecting on Seipone.ai’s journey, Makgabenyana credits the rise of AI tools like ChatGPT for creating global momentum that has also benefited African innovators. The startup’s participation in accelerator programs, such as CcHub in Nigeria, has helped refine its product and gain significant traction in the market.For the year ahead, the company’s priority is to build strategic partnerships that streamline their expansion. By collaborating with marketing agencies in Botswana and Kenya, Seipone.ai aims to reduce lengthy sales cycles while showcasing the value of its tools to brands.“Partnering with agencies allows us to demonstrate the real impact of our product. It’s a win-win—agencies enhance their value to clients while we reach enterprises more efficiently,” Makgabenyana explained.
Unlocking Insights from Natural Language
At the core of Seipone.ai’s offering is its ability to contextualize consumer conversations in their most authentic form—natural language and slang. By capturing this unfiltered feedback, brands can gain actionable insights to improve products, understand pain points, and make data-driven decisions.“We are providing brands with a deeper understanding of their customers’ experiences. Most people express themselves most honestly in their natural language. By analyzing this context, we help brands align their strategies with what truly matters to their consumers,” said Makgabenyana.As Seipone.ai continues its growth trajectory, the startup’s goal is clear: to redefine how businesses across Africa approach marketing, armed with powerful AI tools that deliver clarity and actionable insights in a rapidly evolving digital landscape.
