Enlighty.ai, a company that interprets consumer and market data through AI-powered insights, has received an investment of 4 million Turkish Lira. The funding round was led by ENA Venture Capital, with participation from TRANGELS and several individual investors.
The startup, which originally operated under the name Politus Analytics, has recently rebranded to Enlighty.ai. It now focuses on analyzing market and consumer trends using a multi-layered, non-localized AI system that supports decision-making based on emotions, attitudes, and context.
Enlighty.ai processes multi-source consumer and market data, generating real-time, actionable insights. The platform’s capabilities include:
Consumer journey planning (awareness → evaluation → complaint → purchase/recommendation)
Emotion-driven segmentation (analyzed through 17 core emotions)
Brand health metrics (such as loyalty, trust, emotional connection)
Reputation and perception analysis
Insight-supported decision processes for campaign and crisis management
The platform’s standout feature is its ability to deliver both population-level insights and detailed market focus, going beyond basic keyword and phrase analysis. This allows users to make faster and more effective decisions in fragile and uncertain environments.
Founded on Academic Expertise
Enlighty.ai was founded by Prof. Dr. Erdem Yörük, a faculty member at Koç University, who has spent years integrating social data, digital footprints, and AI into academic research. He noted:
Consumer groups can no longer be defined by numbers alone. Without understanding emotions, contexts, and patterns, the right decisions cannot be made. With Enlighty.ai, we aim to bridge this gap through scientifically grounded AI.”
Özgen Yıldız Yörük, CEO of Enlighty.ai, stated:
This investment will help accelerate our position in the global market. The international promotion process we initiated during London Tech Week 2025 will gain momentum with this support. With the strategic guidance of ENA VC and TRANGELS, we plan to deliver our AI-supported decision system to more brands.”
The company aims to expand its operations in 2025, with a focus on Turkey, the MENA region, the UK, and Europe. Increasing its presence in the UK and growing its customer base remain top priorities.
