Meet the creator economy powerhouse using AI to remove the busywork of e-commerce — and unlock a new era of solo entrepreneurs.

What if launching a $100 million brand didn’t require a full-time team — just one person and a few intelligent bots?

That’s the future Pietra’s co-founders Ronak Trivedi and Tala Akhavan are betting on. Known for building infrastructure for creator-led businesses, the duo is now pushing the boundaries of what’s possible with AI. Their latest launch promises to turn e-commerce operators into true CEOs — freeing them from the grunt work and empowering them to focus on creativity, strategy, and brand vision.

“These digital workers are working 24/7, 365, two steps ahead of you at all times,” says Ro. “Your job becomes being a creative director and decision maker. Everything else? Delegated.”

From their Uber-honed obsession with solving hard operational problems to building a platform that’s already trusted by top-tier brands like Everlane and ROAD Skin, Ro and Tala are quietly ushering in a revolution — one where anyone can start a business on a Saturday, and be live by Monday.

Here’s how Pietra is turning AI into a creator’s most valuable employee.

This conversation is part of the Creator Commerce series from The Business of Creators.

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From Uber to E-Commerce Infrastructure

Before they were building AI agents, Ro and Tala were building UberPool.

The two met nearly a decade ago while working at Uber — Ro in product, Tala in ops. Alongside a third co-founder, they helped pioneer features like the walking pool, which shaved minutes off New York City pickups and foreshadowed their knack for solving real-world friction with smart systems.

“It was really focused on a painful customer experience that we were trying to use tech to solve,” Tala recalls. “Lots of late nights, but we worked incredibly well together.”

That same dynamic now powers Pietra: a full-stack commerce platform originally built to help creators launch physical product lines. With clients ranging from solo entrepreneurs to global celebrities, Pietra provides the underlying infrastructure — sourcing, manufacturing, fulfillment, and more — so brand builders can focus on the front end.

Turning AI Into an Operator, Not Just a Tool

The core of Pietra’s new launch is a set of AI assistants designed to function not as consultants, but as operators — capable of doing real, high-leverage work across the supply chain.

“We don’t need another AI that tells you what to do,” Ro explains. “We need one that does the homework for you.”

These AI agents can:

  • Contact and vet suppliers
  • Generate marketing reports
  • Analyze sales trends
  • Streamline fulfillment logistics
  • And stitch together workflows across dozens of tools

It’s a bold shift from the typical SaaS model to something more autonomous and action-oriented — a true digital workforce.

“Most people don’t want an AI that makes a logo for them,” Ro says. “They want something that renegotiates vendor rates, flags inventory issues, and saves them from 2AM spreadsheet sessions.”

Real-World Results: From Six Months to 48 Hours

One of Pietra’s earliest AI agents was built in response to panic.

When new tariffs were announced earlier this year, hundreds of brand owners suddenly needed to shift their supply chains — fast. Pietra responded by deploying an AI sourcing agent that could match products to new factories, handle quotes and communication, and return viable options in under two days.

“It used to take six to twelve months,” Ro says. “Now, in 48 hours, you’ve got five to ten factories ready to go.”

That kind of time compression doesn’t just improve operations — it transforms who can participate in entrepreneurship at all. Pietra now powers everything from Seth Rogen’s Houseplant to a solo mompreneur building a grippy baby onesie line. The same tools, the same infrastructure — just deployed at different scales.

Why AI Doesn’t Kill Creativity — It Unleashes It

While some critics fear AI will homogenize design or lower quality standards, Pietra’s founders argue the opposite.

“People worry AI will remove creativity,” Ro says. “But we’ve found it raises both the floor and the ceiling.”

Instead of replacing creative work, Pietra’s AI assistants handle the boring stuff — accounting, fulfillment, procurement — freeing founders to focus on product development and brand storytelling.

One founder in their community runs a seasonal goth-themed brand. Thanks to Pietra, she spends nearly all her time thinking up new SKUs — not stuck in spreadsheets or supplier emails.

“Those are the brands that stand out,” Tala adds. “They’re authentic. They have a point of view. And now, they have the time to build on it.”

The Brand Vault: Memory, Not Just Muscle

At the heart of Pietra’s AI system is what they call the Company Brain — or externally, the Brand Vault.

It stores a business’s entire operational memory: marketing campaigns, supplier history, sell-through rates, product specs, and more. This persistent knowledge base allows AI assistants to improve over time — learning what works, what doesn’t, and how to make smarter decisions.

“Think of it like hiring an intern,” says Ro. “At first, they need oversight. But over time, they become a trusted VP. That’s how our AI evolves.”

It also eliminates onboarding inefficiencies. New team members (or new agents) can tap into the vault instantly — no lengthy training required.

The Creator Economy’s New Operating System

Whether it’s Paris Hilton launching a beauty brand or a first-time founder testing out a niche product, Pietra is building what they call modern infrastructure for better commerce.

And with AI now layered into the mix, that infrastructure is faster, smarter, and more accessible than ever.

“We think every business will eventually have its own custom-trained AI,” Ro says. “We want to make that possible for the millions of entrepreneurs who don’t have a team — yet.”

Their ultimate goal? Turn creator-led commerce into a solo pursuit with scaled-up results.

And if they’re right, the next generation of $100M brands may not come from VC-funded teams — but from a single founder, a big idea, and a digital army behind them.

Key Takeaways for Creators and Entrepreneurs

  • Delegate the busywork: Pietra’s AI agents handle tasks like sourcing, fulfillment, and analytics so you can focus on creative and strategic work.
  • Speed equals power: What used to take months can now happen in hours — opening the door to faster testing, iteration, and scaling.
  • Creativity is still king: The most successful brands are still founder-led and vision-driven. AI just clears the path.
  • Your business needs a brain: Institutional knowledge matters. Tools like Pietra’s Brand Vault ensure your AI workforce gets smarter over time.

Want to build your own product line? Pietra’s open to everyone — whether you’re a celebrity or a first-time founder with a sketch and a dream.

“You can sit down with a cup of coffee and by the end, you’ll have a product ready to manufacture,” says Ro. “That’s what we’re building. That’s what’s next.”