About us

The modular AI factory for brands and businesses

Brands need more and more content. Their teams spend their time producing it instead of designing it. Masstock automates production so they can focus on creative work.

Creative direction belongs to you. Execution at volume is our job.

What we believe

Volume without losing the brand
Producing more should never dilute an identity. Every output starts from your guidelines, from the first to the thousandth.
Teams freed to create
Your teams keep direction and decisions. The repetitive adaptations are handled by the platform.
AI in service of the result
Your teams run ready-made automations. We pick the models and configure the pipelines.

The founders

Two complementary paths: AI applied to large brands, and engineering platforms that hold the load.

Co-founder, CEO
Etienne Roure
Double master's degree in computer science and AI from CentraleSupélec. A career in AI applied to brands, at Cartier, Artefact and Richemont. At Masstock, he leads strategy, product and customer relationships.
- CentraleSupélec
- Cartier
- Artefact
- Richemont
Co-founder, CTO
Dorian Gonzalez
Master's degree in computer science from Epitech. Lead developer at Ontrain, a seven-figure revenue platform, then Product Owner at Moove. At Masstock, he designs the architecture and runs the platform.
- Epitech
- Ontrain
- Moove

The Masstock story

From a challenge seen in the field to end-to-end automation pipelines.

October 2025
Thousands of visuals, made by hand
Working with the marketing teams of large brands, the same bottleneck kept coming back: every product, format and market adapted by hand.
December 2025
A catalog, not bespoke work
Instead of building case by case, we build a library of standardized automations, available by subscription.
March 2026
First automations in production
2D floor plans to 3D renders and UGC Video Studio go into production.
Today
New automations, industry by industry
We add automations as our customers need them, from real estate to beauty and e-commerce.

How we build

Specs before code
Every automation starts with a written spec: inputs, parameters, expected outputs and acceptance criteria.
Tests first
Acceptance tests are written before the code. A feature is done when they pass, not before.
Adversarial review
Whoever writes the code never reviews it. The reviewer hunts for flaws, and nothing ships while a critical issue is open.
One knowledge base
Every product, technical and design decision is documented in one place, so each new automation builds on the last.