Augury
Sensor and AI platform that predicts machine failures on factory floors.
On the record
Checkpoint: Six to twelve month check on Industrial AI Workforce adoption beyond ICL and headcount stability under new CEO
The call
Augury has real sensor lock-in and data scale, but three 2025 layoffs, a full C-suite turnover, and an unproven agentic pivot leave its next year unsettled.
Augory installs special sensors on factory machines to predict when they will break down, then uses artificial intelligence to warn workers before problems happen. The company claims its strength comes from having sensors already bolted onto machines in big companies like PepsiCo and Colgate, plus years of data it has collected about how machines fail. But Augury is in trouble: it cut 45 percent of its staff in early 2025, replaced its entire leadership team in fall 2025, and just launched a new product in May 2026 with only one real customer. Larger companies like Emerson and Rockwell already sell similar tools and do not need Augury's sensors, and tech giants like Google and Amazon are building their own factory AI tools that work with any sensor. The company's survival depends on whether Fortune 500 companies actually adopt its new artificial intelligence product over the next year; if they do not, Augury may be broken up and sold for parts rather than allowed to keep growing.
Why
01
AI pressure: Factory AI and hyperscaler industrial AI tools (Google Cloud, AWS, Microsoft). Sensor-agnostic AI rivals skip Augury's hardware install and target the same diagnostic layer with faster setup. Could AI do the core job? Only partly.
02
Bigger players: Emerson, Rockwell Automation, AVEVA/Schneider Electric. These industrial giants already sell asset monitoring and CMMS tools inside the same Fortune 500 plants Augury serves. Could a giant copy it? Probably.
03
What protects it. Sensors already wired into Fortune 500 plants plus 1.1 billion hours of machine data competitors do not have.
What would change this call
Augury names 3+ Fortune 500 production customers on its Industrial AI Workforce platform by late 2026. Would show the agentic pivot has real traction beyond the single ICL account.
A fourth round of layoffs at Augury within four quarters of the 2025 cuts. Would indicate continued financial strain despite the Series F raise and headcount reset.
Emerson, Rockwell, or AVEVA announces a named win at a current Augury customer site (e.g. PepsiCo, DuPont, Colgate-Palmolive). Would show incumbents are actively displacing Augury inside its own installed base.
A fourth round of layoffs at Augury within four quarters of the 2025 cuts. Would indicate continued financial strain despite the Series F raise and headcount reset.
Emerson, Rockwell, or AVEVA announces a named win at a current Augury customer site (e.g. PepsiCo, DuPont, Colgate-Palmolive). Would show incumbents are actively displacing Augury inside its own installed base.
Key numbers
- $75M raised at $1B+ valuation
- ~1.1B hours of machine data analyzed
- ~160 layoffs, ~45% of staff cut in 2025
Named risks
- Three rounds of 2025 layoffs cutting roughly 45% of peak headcount despite a fresh $75M raise.
- Agentic AI pivot (Industrial AI Workforce, May 2026) has only one named production customer, ICL.
- Full C-suite turnover in October 2025 creates execution risk during a major product pivot.
- Core diagnostic AI layer faces commoditization from sensor-agnostic and hyperscaler competitors.
- Revenue and ARR growth figures are self-reported by the company with no independent verification.
Rivals, as read in July 2026
| Rival | Direction | Evidence |
|---|---|---|
| Factory AI | gaining on | Sensor-agnostic rival marketed as faster-deploy alternative to Augury's hardware model, Feb 2026 |
| Emerson | contesting | AMS asset monitoring product competes directly in machine-health diagnostics as of 2026 |
| Rockwell Automation | contesting | Fiix CMMS platform overlaps with Augury's maintenance workflow lock-in, 2026 |
| AVEVA/Schneider Electric | contesting | Both a channel partner via Industrial AI Workforce (May 2026) and a potential adjacent competitor |
| Google Cloud, AWS, Microsoft | gaining on | Hyperscalers pushing agentic industrial AI tooling that could commoditize Augury's insight layer, 2026 |
Questions people ask
- Is Augury profitable in 2026?
- Augury has not disclosed profitability. The company claims five-fold revenue growth since 2021 (self-reported, Feb 2025), but it also cut roughly 160 jobs across three 2025 layoff rounds just months after raising $75M, suggesting cost pressure rather than confirmed profitability.
- Did Augury lay off employees?
- Yes. Augury conducted three rounds of layoffs in 2025 totaling roughly 160 people, cutting headcount from about 345-401 employees to around 203 by mid-2026, according to Calcalist reporting from July 2025.
- Who is Augury's biggest competitor?
- Sensor-agnostic startup Factory AI is positioned as a faster-deploying rival attacking Augury's hardware-lock model, while incumbents Emerson, Rockwell Automation, and AVEVA/Schneider Electric compete in adjacent asset-monitoring software as of 2026.
- Could AI replace Augury's core product?
- Augury's diagnostic layer is itself AI-based and faces commoditization risk from foundation-model and sensor-agnostic rivals. Augury responded by launching a Gemini-powered agentic platform, Industrial AI Workforce, in May 2026 with one named customer, ICL Group.
- Who owns Augury?
- Augury is privately held and venture-backed, not publicly traded. Its Series F (Feb 2025, $75M) was led by Lightrock with participation from Insight Partners, Eclipse, Qumra Capital, Schneider Electric's SE Ventures, and Qualcomm Ventures, maintaining a $1B+ valuation.
- What is Augury's current valuation?
- Augury maintained a valuation above $1B after its $75M Series F round closed on February 19, 2025, per TechCrunch reporting, unchanged from the unicorn status it first reached with its $180M Series E in October 2021.
Timeline
- 2026-05-18Launched Industrial AI Workforce, Gemini-powered agentic platform with AVEVA integration
- 2025-12-05Announced new C-suite: Elan Greenberg as CEO, Brian Germain CRO, Ori Franco CFO
- 2025-08-31Third 2025 layoff round completed, cumulative job losses reach about 160
- 2025-07-10Calcalist reports Augury cut 18% of staff months after $75M raise
- 2025-02-19Closed $75M Series F, maintained $1B+ valuation
- 2021-10-26Raised $180M Series E led by Baker Hughes, becoming a unicorn
- 2020-10-14Raised $55M with headcount around 110 employees
Revision history
29 July 2026
First assessed. Losing its protection. The text above is fixed as of this date and is not edited afterwards.
In the same band
Sources
- Augury raises $75M at $1B+ valuation for its AI that detects malfunctions in factory machines (2025-02-19)
- Augury Raises $180M To Become One of the First Industry 4.0 Unicorns (2024-01-23)
- Valuation, Funding Rounds & Stock Price (2026-03-23)
- Augury Announces $75 Million of Funding and Maintains $1B+ Valuation (2025-09-18)
- Augury Announces $75 Million of Funding and Maintains $1B+ Valuation (2025-02-19)
- Industrial AI for Uptime & Productivity
- Machine monitoring co Augury raises $55m (2020-10-14)
- Israeli machine health co Augury raises $180m (2021-10-26)
- Unicorn Augury lays off 18% of staff just months after $75M raise (2025-07-10)
- Augury Careers, Perks + Culture
- Augury Appoints Executive Team to Scale Category Leadership (2025-12-05)
- Augury Shaping the Future of Production with the Industrial AI Workforce (2026-05-18)