Inside LiLi Tile’s push to connect data, decisions, and action
October 14, 2026
Most AI tools still stop at the recommendation. Mory Katan is building something different. He explains how WiseBird Systems’ Owl connects business context, customer data, website behavior, and execution, so teams can move from “here’s what you should do” to actually testing, deploying, and learning from the result. At LiLi Tile, Mory is putting that approach into practice across website optimization, CRO, CRM, inventory and warehouse operations.
What if AI didn’t just tell you what to fix, but actually carried the work from analysis through execution? Kailin Noivo sits down with Mory Katan, CEO of WiseBird Systems and CTO of LiLi Tile, to explore how he is building Owl, an AI operator designed to connect data, decisions, deployment, and feedback in one continuous workflow. Mory explains why the quality of any AI system starts with context, and why disconnected tools create friction that slows teams down.
Mory walks through how Owl is being used across LiLi, from Shopify optimization and A/B testing to CRM, inventory, financial dashboards, and warehouse operations. He also shares how connecting Noibu data into that system helped compress website optimization work dramatically, including a LiLi site update that he says improved speed from three seconds to one, increased add-to-carts by 500%, and lifted overall conversion by almost 200%.
This conversation also gets into one of the biggest advantages AI can give lean teams: access to data they already own but cannot easily use. Mory explains how Owl can cross-reference information from different systems, surface opportunities faster, and help smaller operators perform analysis that historically required dedicated data and engineering teams.
Mory Katan is the CEO of WiseBird Systems, where he leads the development and deployment of Owl, a custom AI operator designed to work inside each client’s business. He is also CTO of LiLi Tile, a tile distributor serving more than 500 stores across the United States and Canada.
Before launching WiseBird Systems, Mory built his career across finance, technology, and operations, including leading development teams at J.P. Morgan. His background also includes digital strategy, financial markets, blockchain education, and his family’s construction materials business.
What you will learn:
- Why Mory believes “context equals output” when it comes to AI
- How WiseBird Systems’ Owl moves from analysis to decision, execution, deployment, and feedback
- How LiLi Tile is using AI across CRO, CRM, inventory, financials, and warehouse operations
- How AI can dramatically reduce the time between an idea and a live website test
- How lean teams can use AI to query and combine data that would normally require a dedicated analytics team
- Why repetitive admin work is one of the clearest places to start with AI
- How Noibu data can feed self-improving ecommerce workflows
Want to uncover hidden friction and convert more revenue? Click https://go.fame.so/nQolejM3 to book a demo of Noibu — the ecommerce monitoring and experience analytics platform.
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