Making global logistics better, more efficient and more environmentally friendly – that is the mission of Alpha Augmented Services AG. The young, founder-led company uses software and artificial intelligence to optimise the packaging and shipping of goods on an industrial scale. By making the best possible use of containers and aircraft cargo holds, for example, companies in this sector can significantly reduce their costs while also improving their carbon footprint. An interview with Laurin Paech, CTO and co-founder of the company.
Unternehmeredition: Mr Paech, your customers are international companies and logistics providers – why do they work with Alpha Augmented Services?
Laurin Paech: In a connected world with global trade flows, logistics is a strategic core area in many companies that is crucial to market success and profitability. Only if goods can be transported quickly, efficiently and cost-effectively between individual locations, stored and ultimately delivered to the customer can companies survive in the market in the long term. Within logistics, packaging and shipping account for around 50% of costs – so optimisation in this area offers enormous potential. Our customers, such as ABB, Western Digital, SanDisk and Hilti, are aware of this and therefore use our solutions.
What exactly do you offer?
In around 90% of all goods deliveries, the space in warehouses and transport vehicles is not used to its full potential. Packaged goods of different shapes and sizes are not arranged in such a way as to avoid expensive empty spaces. We are changing that. With our software, we find the combination from millions of possibilities for large goods deliveries that makes the best possible use of the available space. The optimisation is so complex, simply due to the incredible number of packing possibilities that arise even with just a few dozen goods, that it cannot be done by humans, and certainly not in a reasonable amount of time. Even the most experienced warehouse staff cannot achieve this. AI-supported software opens up completely new possibilities here. Within seconds, our customers receive optimal packing lists that are prepared in such a way that they can be implemented without any problems. Billing is usage-based within the framework of a SaaS model.
How do you address customers? As you already mentioned, logistics is a business-critical area for many companies, where external intervention is only permitted with caution.
Large international corporations have long recognised that an approach based on the motto “We’ve always done it this way” does not work in logistics either. The pressure of global competition is simply too high for that. We start by presenting convincing figures, namely cost savings of around 20% and a reduction in CO2 emissions of around 20%. These are strong arguments, and our approach usually meets with great interest. However, because logistics is a critical area, this is often followed by a practical test of Alpha Augmented’s solution in a factory or on a product line. If we are successful there – and that has always been the case so far – then the more comprehensive rollout begins. The bottom line is that it can take a little longer for us to get fully on board, but we are making good progress.
But there are probably competitors too?
In fact, we are a global pioneer. It is not without reason that Alpha Augmented has received multiple international awards. Among other things, we have been named the world’s best sustainable logistics start-up by the International Air Cargo Association (TIACA) in the USA and have just received the Digital Innovation Award in Switzerland. This underlines our pioneering role and technological position. But of course, we now also see competitors in the market in some areas of our offering. I welcome this expressly, because it once again highlights the relevance of optimisation. However, in my opinion, our software is currently the most powerful and complete. We also now have a very good track record. That’s why the first competitors in individual segments are not a problem for us.
So you are satisfied with how the business is developing?
Absolutely, although we are very ambitious and often feel that things are not moving fast enough. But we have acquired some major new customers in 2025 and have a network in the logistics sector that reads like a who’s who of global providers. These now include DP WORLD, Scan Global, JAS and UPS, among others. In this respect, we are in an excellent position. We have also further expanded our international presence this year and are now represented with locations and partners not only in Europe and the USA, but have also broadened our presence in Asia.
In addition to you, your father is also one of the founders of the company, a constellation that is not common for a start-up. How did that come about?
It just happened that way. Alpha Augmented brings together different areas of expertise and experience. Our CEO Massimo Rossetti has many years of experience in senior positions in international logistics and is the brains behind the company when it comes to the industry and its structures. As a former investment banker and serial entrepreneur, my father contributes additional financial expertise and experience in building successful companies. I contribute my technology and AI expertise. This complements each other perfectly, and above all, we have built a strong team that is passionate about the idea of Alpha Augmented Services. In this respect, the interaction works very well and the spirit is great. Personally, I find it enriching to work with my father towards the same goal and to build something together. Within our company as a whole, however, this is not a big deal.
Thank you very much for the interview!
(Article in German)
