SmartUp is Building the Future through AI
Jewish Atlantan claims to not just be riding the wave of artificial intelligence but also shaping it.
After 37 years with the Atlanta Journal-Constitution and now with the AJT, , Jaffe’s focus is lifestyle, art, dining, fashion, and community events with emphasis on Jewish movers and shakers.
When some conjure up uses of artificial intelligence, images may turn to robots, self-driving cars, or futuristic tech from Silicon Valley. One Jewish Atlanta entrepreneur is using AI to revolutionize far more practical problems: how business-to-business (B2B) companies manage the chaos of incoming orders.
Moishe Shemtov is the co-founder and U.S. Country Manager of SmartUp, a fast-growing AI startup that helps businesses turn unstructured purchase requests into clean, ERP-ready orders with zero manual input. From emails and Excel sheets to WhatsApp messages and PDFs, SmartUp’s AI agents can read, interpret, and process complex B2B transactions in real time.
Founded in 2023 by a global team with roots in the U.S., Latin America, and Israel, SmartUp has already attracted major clients and top tier backing. Among its early supporters is Atlanta tech icon Chris Klaus, founder of Internet Security Systems, which was acquired by IBM for $1.3 billion. Klaus saw early on that SmartUp had the potential to transform how companies work to scale.
Shemtov explained, “We’re not just helping companies automate — we’re helping them grow smarter. This is about freeing people from outdated systems and helping them do more with less.”
SmartUp’s end users are businesses in food service, logistics, wholesale, and manufacturing — any industry that deals with high-volume, repetitive ordering. Instead of manually copying orders from customer emails or correcting phone-in mistakes, SmartUp’s AI handles the entire process: extracting key details like products, quantities, prices, and delivery schedules, then syncing the data into platforms like SAP, Microsoft Dynamics, Oracle, or Odoo.
Shemtov recently launched a Voice Order Handling feature, allowing users in drive-thru’s or retail counters to place complete orders via just speech. Shemtov added, “With its conversational analytics, SmartUp also offers clients real-time insights into customer behavior and operational bottlenecks.”
The platform currently serves more than 50 active clients across the U.S. and Latin America, including UniPro Foodservice, the country’s largest food distribution network, and 99 Minutos, a major logistics player in LATAM. The company has been cash-flow positive since its first year.
Behind this engine is a team of 14 employees located across the U.S., Chile, Argentina, and Israel. From his base in Atlanta, Shemtov leads business development and serves as a key face of the company’s expansion. He is especially proud of the firm’s Jewish identity and community roots.
“I’m deeply connected to the Jewish community in Atlanta,” said Shemtov. “It shapes how I lead, how I give back, and how we build this company.”
SmartUp’s vision for the future extends beyond order automation. The team plans to scale into new verticals like healthcare logistics and manufacturing, while expanding its AI capabilities into marketing, customer service, and full supply chain automation.
“We’re not just riding the AI wave,” Shemtov adds. “We’re helping shape it. The businesses of the future will run on smart, integrated agents — and we’re building the platform to make that possible. We stand at the intersection of Atlanta entrepreneurship, Jewish leadership, and global innovation. As AI continues to redefine how businesses operate, this homegrown startup is quietly becoming a force behind the scenes — making modern work faster, smarter, and more human.”
Before co-founding SmartUp, Shemtov earned a master’s degree in marriage and family therapy and worked as both a clinician and coach. He credits his background with giving him an intuitive leadership style rooted in empathy, structure, and human connection — values he says are essential in both mental health and tech startups.
He concluded, “AI is moving fast — but our mission stays grounded: use of technology to liberate people from the mundane, and help businesses scale with less stress and more clarity. In the coming year, we plan to expand into new industries, grow our team, and introduce AI agents that also handle marketing, customer service, and supply chain analytics. At SmartUp, we believe the future of business is powered by AI — but led by people. I’m proud to be building that future from Atlanta, with deep Jewish values and a bold global vision.”
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