Exclusive: Orderfox pushes into autonomous execution with Gieni ABX
Swiss Artificial Intelligence company Orderfox AG has launched a new product aimed at moving enterprise AI from insight generation to operational execution.
The company built its reputation in manufacturing intelligence. Its core platforms aggregate and structure industrial supplier data, allowing procurement and operations teams to identify potential partners based on machine capabilities, certifications and production specialisms.
Now, with the launch of Gieni ABX, powered by Microsoft Azure, Orderfox is looking to extend that intelligence layer into workflow orchestration.
In early 2024, Orderfox introduced Gieni in its original form: a generative AI interface built on its industrial dataset. Gieni allows users to query structured company information using natural language, drawing on hundreds of millions of company profiles.
As part of a collaboration announced in 2025, Orderfox partnered with Microsoft to make Gieni AI accessible through Microsoft 365 Copilot.
Timur Göreci, Orderfox's Chief Operating Officer and Chief Revenue Officer, said that Gieni was created because industrial managers needed more flexible ways to interrogate structured datasets. Instead of filtering through results on Google, users could ask complex questions about supplier capacity, geography or capability.
However, internal feedback highlighted a broader issue facing enterprise AI adoption: generating answers does not necessarily accelerate execution.
The execution gap
Large language models have reduced the time required to analyse markets, compare suppliers and draft documents. Yet acting on those insights often requires manual intervention across multiple software systems, whether that be CRM platforms, ERP systems, marketing tools or analytics dashboards.
Göreci describes this friction as the primary limitation of current enterprise AI deployments.
Gieni ABX (short for Autonomous Business Execution) is intended to address that gap. The product is designed to orchestrate tasks across connected enterprise systems based on user-defined outcomes.
The system relies on API integrations and interoperability frameworks, including Model Context Protocol (MCP) connectors, allowing it to interact with external tools.
"You define the outcome that you need - a campaign, a board briefing, pipeline updating or demo calls booking. ABX executes it to completion across all your connected systems: MCP, A2A or REST API's with full governance and the human in the loop," said Göreci.
The introduction of Gieni ABX represents a strategic evolution for Orderfox. The company initially solved a manufacturing discovery problem. It then layered AI-driven query capabilities on top of that dataset.
Data provenance and compliance remain central considerations as well, particularly for European firms operating under strict privacy regulations.
Orderfox maintains that its database contains only business-level information and that it adheres to GDPR requirements. "We do not process personal contact data," Göreci said. "We are very happy with obtaining information about companies and providing company information. That's why the B2B focus is so important to us."
While Gieni ABX has cross-sector potential, manufacturing remains Orderfox's core market. That focus shapes both product development and go-to-market strategy.
Industrial companies are often slower to adopt emerging software tools, particularly when systems intersect with procurement, production or compliance processes.
"The manufacturing industry cannot ship something broken or half finished, right? So naturally, the industry wants to achieve a state of software that is 100 per cent. For the software industry that is strange to obtain, because you want to go to the market very early," said Göreci."You often hear 'fail fast'. This is not something that the manufacturing industry would like to learn from, because 'fail fast' for a company like Rolls Royce, creating turban engines is a huge problem."
As a result, deployments typically begin with tightly defined pilots. Relationship-building and domain credibility play a significant role in procurement decisions, particularly in high-precision sectors such as aerospace or medical device manufacturing.