Rox goes “all in” on OpenAI

Rox⁠(opens in a new window) is reshaping how sales teams manage and grow revenue. Their platform combines fragmented data into a unified system of record and delivers insights through always-on AI agents swarms powered by OpenAI.

The team behind Rox comes equipped with deep expertise in AI and data integration. Avanika Narayan, co-founder and AI Lead at Rox, drew from her PhD research applying LLMs to enterprise tasks like data wrangling and workflow automation. 

“We saw a rich ecosystem of humans interacting and engaging in revenue teams but realized they needed to be grounded in data,” she shared. The result was a three-tiered vision: a system of record, system of workflow, and AI-powered assistance—brought to life using OpenAI’s API.

Addressing revenue teams’ evolving needs

For Rox, launching in 2024 wasn’t just about timing—it was about opportunity. The rise of usage-based revenue models and the shift toward AI-powered sales operations revealed gaps in many revenue teams’ systems. 

OpenAI’s API provided Rox the flexibility to handle everything from data cleaning to long workflows to nuanced sales outreach for go-to-market strategies. “Using OpenAI’s API allowed us to create something novel and inject creativity into a GTM workflow,” notes Amol Singh, one of Rox’s founding AI engineers.

The platform’s design rests on three layers:

• Data layer: Rox uses smaller models like GPT‑4o mini to unify fragmented data from various warehouses, making it structured and easily retrievable.

• Intelligence layer: Mid-tier models perform complex reasoning and prioritize actions, collaborating with sales reps to augment their tasks.

• Interaction layer: Advanced models like GPT‑4o and OpenAI’s Realtime API generate emails, manage LinkedIn outreach, and prepare voice-enabled meeting briefs.

At the core is the “Rox Agent Swarm,” a fleet of always-on AI agents assigned to each account. 

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