Instoried

# Instoried: AI-Powered Content Optimization Platform

High-Level Overview

Instoried is an augmented writing platform that uses deep learning to predict and optimize the emotional engagement of written content.[2] Founded in 2018 by Sharmin Ali and later joined by co-founder and CTO Sutanshu Raj in 2019, the company helps marketers and content creators across e-commerce, news, FMCG, and other verticals increase ROI on their marketing spend by analyzing emotions in their written content and providing real-time optimization recommendations.[1][2]

The platform addresses a critical gap in content marketing: while strong content has proven power to influence audience decisions, most organizations lack the tools to systematically create engaging, emotionally resonant copy at scale. Instoried solves this by embedding AI-driven analysis directly into the content creation workflow, enabling writers to understand and optimize the emotional quotient of their messaging before publishing.[2]

Origin Story

Sharmin Ali, who brings a background in content and media entrepreneurship (having previously founded a media startup and authored two books), founded Instoried in 2018 with a vision to democratize emotional intelligence in content creation.[2] The company gained significant momentum when Sutanshu Raj joined as co-founder and CTO in 2019, bringing deep technical expertise in building the underlying deep learning systems.[2]

The startup achieved notable early traction, raising a Series A round of $8 million from Pritt Investment Partners and 9Unicorns in late 2021, with participation from Mumbai Angels, Venture Catalysts Angel Fund, SOSV, and several high-net-worth individuals.[2] This funding validated the market need and positioned the company to expand beyond its initial focus on Indian SMEs into newer geographies and enterprise segments.

Core Differentiators

• Proprietary Deep Learning Technology: Instoried has built novel, in-house deep learning algorithms and natural language processing systems specifically designed to predict emotional engagement—a capability that competitors like Textio and Grammarly approach differently.[2]

• Real-Time Integration: The platform functions as a web application that synchronizes seamlessly with existing content management systems (CMS), allowing marketers to optimize content within their existing workflows rather than requiring separate tools.[2]

• Emotional Intelligence Focus: Unlike general writing assistants, Instoried specifically analyzes and predicts the emotional quotient, tonality, and relevance of written content, providing smart recommendations to increase empathy and customer connection.[1][2]

• Data-Driven, Scalable Approach: The platform enables a repeatable, measurable methodology for content optimization across teams and campaigns, helping brands move from intuition-based to data-driven content strategy.[1]

Role in the Broader Tech Landscape

Instoried operates at the intersection of two powerful trends: the explosion of content marketing as a core business function and the maturation of AI/NLP capabilities that can now meaningfully analyze human emotion and language nuance. As brands increasingly recognize that customer engagement depends on authentic, emotionally resonant communication, tools that can predict and optimize emotional impact become strategically valuable.

The company's focus on B2B SaaS for content creators positions it within the broader "augmented work" ecosystem—software that enhances human creativity rather than replacing it. This aligns with growing enterprise demand for AI-assisted tools that improve productivity and outcomes in knowledge work, particularly in marketing where ROI measurement is paramount.

Quick Take & Future Outlook

Instoried's trajectory suggests a company well-positioned to capture share in the content optimization market as enterprises increasingly invest in marketing technology stacks. The $8 million Series A funding and stated focus on expanding into newer geographies and larger enterprise clients indicate ambitions to scale beyond its initial SME base in India.

The key question for Instoried's evolution will be whether emotional intelligence in content becomes a table-stakes feature across broader writing and marketing platforms, or whether it remains a specialized vertical tool. As AI capabilities commoditize, the company's competitive advantage will depend on maintaining technological leadership in emotion prediction while building strong customer relationships and expanding use cases beyond traditional marketing copy into areas like customer service, product documentation, and internal communications.