IBM and Boxes recently partnered to integrate the IBM watsonx Assistant into Boxes devices, providing a way for consumer packaged brands to find out more than ever about what its customers like and want. Photo courtesy of Boxes

With the help of a new conversational artificial intelligence platform, a Houston startup is ready to let brands get up close and personal with consumers while minimizing waste.

IBM and Boxes recently partnered to integrate the IBM watsonx Assistant into Boxes devices, providing a way for consumer packaged brands to find out more than ever about what its customers like and want.

The Boxes device, about the size of a 40-inch television screen, dispenses products to consumers in a modern and sustainable spin on the old-fashioned large vending machine.

CEO Fernando Machin Gojdycz learned that business from his entrepreneur father, Carlos Daniel Machin, while growing up in Uruguay.

“That’s where my passion comes from — him,” Gojdycz says of his father. In 2016, Gojdycz founded Boxes in Uruguay with some engineer friends

Funded by a $2,000 grant from the University of Uruguay, the company's mission was “to democratize and economize affordable and sustainable shopping,” in part by eliminating wasteful single-use plastic packaging.

“I worked for one year from my bedroom,” he tells InnovationMap.

Fernando Machin Gojdycz founded Boxes in Uruguay before relocating the company to Greentown Houston. Photo courtesy of Boxes

The device, attached to a wall, offers free samples, or purchased products, in areas of high foot traffic, with a touch-screen interface. Powered by watsonx Assistant, the device asks survey questions of the customer, who can answer or not, on their mobile devices, via a QR code.

In return for completing a survey, customers can get a digital coupon, potentially generating future sales. The software and AI tech tracks sales and consumer preferences, giving valuable real-time market insight.

“This is very powerful,” he says.

Boxes partnered in Uruguay with major consumer brands like Kimberly-Clark, SC Johnson and Unilever, and during COVID, pivoted and offered PPE products. Then, with plans of an expansion into the United States, Boxes in 2021 landed its first U.S. backer, with $120,000 in funding from startup accelerator Techstars.

This led to a partnership with the Minnesota Twins, where Boxes devices at Target Field dispensed brand merchandise like keychains and bottles of field dirt.

Gojdycz says while a company in the Northeast is developing a product similar in size, Boxes is not “targeting traditional spaces.” Its software and integration with AI allows Boxes to seamlessly change the device screen and interface, remotely, as well.

Boxes aims to provide the devices in smaller spaces, like restrooms, where they have a device at the company's headquarters at climate tech incubator Greentown Labs. Boxes also recently added a device at Hewlett Packard Enterprise headquarters in Spring, as part of HPE’s diversity startup program.

Boxes hopes to launch another sustainable innovation later this year, in universities and supermarkets. The company is also developing a device that would offer refillable detergent and personal cleaning products like shampoo and conditioner with a reusable container.

Since plastic packaging accounts for 40 percent of retail price, consumers would pay far less, making a huge difference, particularly for lower-income families, he says.

“We are working to make things happen, because we have tried to pitch this idea,” he says.

Some supermarket retailers worry they may lose money or market share, and that shoppers may forget to bring the refill bottles with them to the store, for example.

“It’s about..the U.S. customer,” he says, “….but we think that sooner or later, it will come.”

Boxes has gotten funding from the accelerator startup branch of Houston-based software company Softeq, as well as Mission Driven Finance, Google for Startups Latino Founders Fund, and Right Side Capital, among others.

“Our primary challenges are scaling effectively with a small, yet compact team and maintaining control over our financial runway,” Gojdycz says.

The company has seven employees, including two on its management team.

Gojdycz says they are actively hiring, particularly in software and hardware engineering, but also in business development.

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This article originally ran on InnovationMap.

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America's only rare earth producer announces $500M agreement with Apple

Digging In

MP Materials, which runs the only American rare earths mine, announced a new $500 million agreement with tech giant Apple on Tuesday to produce more of the powerful magnets used in iPhones as well as other high-tech products like electric vehicles.

This news comes on the heels of last week’s announcement that the U.S. Defense Department agreed to invest $400 million in shares of the Las Vegas-based company. That will make the government the largest shareholder in MP Materials and help increase magnet production.

Despite their name, the 17 rare earth elements aren’t actually rare, but it’s hard to find them in a high enough concentration to make a mine worth the investment.

They are important ingredients in everything from smartphones and submarines to EVs and fighter jets, and it's those military applications that have made rare earths a key concern in ongoing U.S. trade talks. That's because China dominates the market and imposed new limits on exports after President Donald Trump announced his widespread tariffs. When shipments dried up, the two sides sat down in London.

The agreement with Apple will allow MP Materials to further expand its new factory in Texas to use recycled materials to produce the magnets that make iPhones vibrate. The company expects to start producing magnets for GM's electric vehicles later this year and this agreement will let it start producing magnets for Apple in 2027.

The Apple agreement represents a sliver of the company's pledge to invest $500 billion domestically during the Trump administration. And although the deal will provide a significant boost for MP Materials, the agreement with the Defense Department may be even more meaningful.

Neha Mukherjee, a rare earths analyst with Benchmark Mineral Intelligence, said in a research note that the Pentagon's 10-year promise to guarantee a minimum price for the key elements of neodymium and praseodymium will guarantee stable revenue for MP Minerals and protect it from potential price cuts by Chinese producers that are subsidized by their government.

“This is the kind of long-term commitment needed to reshape global rare earth supply chains," Mukherjee said.

Trump has made it a priority to try to reduce American reliance on China for rare earths. His administration is both helping MP Materials and trying to encourage the development of new mines that would take years to come to fruition. China has agreed to issue some permits for rare earth exports but not for military uses, and much uncertainty remains about their supply. The fear is that the trade war between the world’s two biggest economies could lead to a critical shortage of rare earth elements that could disrupt production of a variety of products. MP Materials can't satisfy all of the U.S. demand from its Mountain Pass mine in California’s Mojave Desert.

The deals by MP Materials come as Beijing and Washington have agreed to walk back on their non-tariff measures: China is to grant export permits for rare earth magnets to the U.S., and the U.S. is easing export controls on chip design software and jet engines. The truce is intended to ease tensions and prevent any catastrophic fall-off in bilateral relations, but is unlikely to address fundamental differences as both governments take steps to reduce dependency on each other.

Houston energy tech platform Molecule closes series B funding

energy software

Houston-based energy trading risk management (ETRM) software company Molecule has completed a successful series B round for an undisclosed amount, according to a July 16 release from the company.

The raise was led by Sundance Growth, a California-based software growth equity firm.

Sameer Soleja, founder and CEO of Molecule, said in the release that the funding will allow the company to "double down on product innovation, grow our team, and reach even more markets."

Molecule closed a $12 million Series A round in 2021, led by Houston-based Mercury Fund, and has since seen significant growth. The company, which was founded in 2012, has expanded its customer base across the U.S., U.K., Europe, Canada and South America, according to the release.

Additionally, it has launched two new modules of its software platform. Its Hive module, which debuted in 2022, enables clients to manage their energy portfolio and renewable credits together in one scalable platform. It also introduced Elektra, an add-on for the power market to its platform, which allows for complex power market trading.

"Four years ago, we committed to becoming the leading platform for energy trading," Soleja said in the release. "Today, our customers are managing complex power and renewable portfolios across multiple jurisdictions, all within Molecule.”

Molecule is also known for its data-as-a-lake platform, Bigbang, which enables energy ETRM and commodities trading and risk management (CTRM) customers to automatically import trade data from Molecule and then merge it with various sources to conduct queries and analysis.

“Molecule is doing something very few companies in energy tech have done: combining mission-critical depth with cloud-native, scalable technology,” Christian Stewart, Sundance Growth managing director, added in the statement. “Sameer and his team have built a platform that’s not only powerful, but user-friendly—a rare combination in enterprise software. We’re thrilled to partner with Molecule as they continue to grow and transform the energy trading and risk management market.”