Augment acquired Merlin, a stealth AI company in wholesale distribution, marking the company’s entry into wholesale distribution and the integration of its capabilities into Augie, Augment's flagship AI teammate.
"Distributors represent one of our most vital industries. Without them, hospitals run out of vital supplies, factories grind to a halt, and home builders can't build — yet they still run on legacy systems and spreadsheets. That changes now," says Harish Abbott, co-founder and CEO of Augment. "Alex and his team have harnessed AI to solve real business problems for distributors, and their product connects seamlessly with what Augie already does. Now Augie reaches further across the supply chain than ever before."
Key takeaways:
· This acquisition extends Augie's reach beyond freight brokers, shippers, and carriers into another vital link in the supply chain.
· Merlin was led by Alex Moazed, which joins Augment as president of wholesale distribution along with co-founders Nick Johnson and John Schumacher.
· With this acquisition, Augment now offers distributors a single AI platform that adapts to each organization’s workflows through natural language rather than custom code. The platform learns how each enterprise operates, allowing organizations to adopt AI on their own terms.
· Built with distribution-specific domain expertise, Augie is designed to handle the operational realities of the industry, including unit conversions, customer-specific SKU language, multi-ERP environments, and exception-heavy workflows.
· The platform consolidates the full quote-to-cash lifecycle into a centralized hub, including quote and sales order entry; portals and takeoffs; supplier management; freight and fulfillment; and the Knowledge Hub.
