How Wonderful is helping redefine agentic AI for the enterprise
Enterprises are racing to reinvent how they operate in the age of AI. They want the speed, accuracy, and cost efficiency of AI, but integrating frontier model capabilities into complex enterprise environments remains incredibly difficult, creating a gap between what AI is capable of and what enterprises can deploy. Wonderful was founded to close that gap.
Building AI agents for global markets
Wonderful delivers an AI operating system that enables enterprises to deploy AI across multiple use cases and modalities. Deployments are fine-tuned for local idioms, regulatory nuances, and customer expectations, allowing global enterprises to harness the frontier of what’s possible with AI
The result is a step change in an organization’s throughput. Wonderful’s AI OS allows enterprises to build, test, and deploy AI agents across support, sales, back office, HR, operations, and more — with agents able to tackle a full workflow across multiple departments.
While most AI platforms begin with English and expand outward, Wonderful started where others didn’t. From its first deployments in Israel, the company has expanded across Europe and the Middle East, including Italy, Greece, Romania, Turkey, Poland, and the UAE, with further expansion planned in the Nordics, DACH, and LATAM. Each market is led by a dedicated general manager and local deployment team, creating the on-the-ground execution muscle to deliver enterprise AI at scale.
A model built on localization and deep integration
Wonderful’s strategy is as much operational as it is technical. The company builds full-stack country-specific teams, from local CTOs all the way to agentic engineers that are embedded within customer environments to integrate AI agents deeply into existing systems: CRM, billing, and ticketing. This model drives precision, stickiness, and rapid time-to-value. It’s also what enables Wonderful to go live in weeks rather than months, a major differentiator in enterprise deployment cycles.
This customer-intimate approach creates a virtuous loop. Every new deployment improves Wonderful’s language models, workflow templates, and playbooks, making each subsequent rollout faster and more effective. Over time, these localized deployments compound into a global footprint that’s difficult for competitors to replicate.
Why we invested
At Insight, we’ve seen firsthand that the next wave of AI adoption will come from local depth, not just global scale. We expect the strongest AI platforms will be those that combine world-class technology with in-market execution: adapting to language, culture, and workflow, rather than expecting customers to adapt to them.
Wonderful embodies that philosophy. Their rapid momentum across healthcare, financial services, telecom, and more, proves that local fluency is a must.
Equally important is the team driving it. Bar Winkler, CEO and co-founder, brings energy and precision, having previously helped scale ironSource and building Approve.com (acquired by Tipalti). Roey Lalazar, CTO and co-founder, brings deep technical expertise from his background in AI and cybersecurity, pairing a technical foundation with a pragmatic understanding of how to deploy AI in complex environments. Together, they’ve built a culture that blends velocity with enterprise-grade discipline, a combination that’s powering one of the fastest go-to-market executions we’ve seen at this stage.
And customer support is just the beginning. The company’s flexible approach of deep integration with enterprise systems and customization at the country level — with dedicated deployment teams on the ground — allows customers to extend agents into adjacent functions with little additional work.
The road ahead
AI’s global adoption won’t be defined by model performance alone; it will be defined by trust, understanding, and localization. Wonderful is demonstrating that when AI speaks the language of the market, both literally and figuratively, adoption follows fast.
We’re proud to partner with Bar, Roey, and the entire Wonderful team as they expand their platform worldwide. By combining deep AI infrastructure with local deployment, Wonderful is helping enterprises unlock the true potential of AI transformation, starting by delivering customer experiences that are faster, smarter, and more human, for every market and every language.
