Chorus, independent company

In May 2023, I wrote that my team and I were “increasingly confident of a moonshot-sized opportunity to dramatically improve the orchestration and movement of the world’s goods.” It didn’t happen overnight, but we were right, and today I’m proud to announce the graduation of Chorus from Alphabet’s X the Moonshot Factory.

We got our start four years earlier than that blog post, and from the beginnings of Project Chorus in 2019, we identified a singular problem—the startling lack of visibility into where the world’s goods are, and what condition they’re in. From manufacturing components and finished products to food and vaccines, the resulting loss and waste affects lives and costs businesses billions. I had seen these critical supply chain failures myself when I led pharmaceutical, energy and medical device companies. So we asked ourselves a question: What if every object—whether across a global logistics route or inside a hospital building—had a voice?

Breakthroughs and backing

We’ve been building the answer since. It starts with proprietary sensors installed on or near assets to collect data on location, movement, and condition. Analysis of that information by our machine learning algorithms puts real-time insights in the hands of Chorus customers, enabling them to make more proactive decisions about their assets and prevent issues like damaging delays and theft. We call that combination of end-to-end visibility and actionable insights orchestration, and believe it’s going to revolutionize the way the world’s goods are made, moved, and managed.

All the work that got us to those kinds of results has happened with the unrivaled support of our original home, X, the Moonshot Factory. Incubating inside this environment, backed by Alphabet, gives a project like ours a unique opportunity to think expansively, take a long-term view, and tackle enormous challenges. Graduates then bring that investment into the marketplace as independent companies, as they look to solve some of the world’s hardest problems.

Independence and partnership

Chorus is now one of them. On April 11, 2025, we launched as ChorusView, Inc. As an independent company with the strong foundation we built at X, the Moonshot Factory, we’ll have the flexibility to run fast and scale more rapidly while maintaining a strong link to where we came from. Alphabet will continue to be a major investor in Chorus, alongside our new lead investor, Series X Capital (SXC).

Today, our global Chorus team supports customers in 14 countries, and has helped manage hundreds of thousands of shipments and assets. We’ve partnered with Kuehne+Nagel, one of the world’s largest logistics companies. Kuehne+Nagel has been a strategic partner since 2022, sharing a vision to provide customers with real-time solutions and granular, prescriptive insights into the health and state of their supply chain and logistics operations.

Kuehne+Nagel’s Road Logistics customers benefit from the Max Visibility offering, which delivers advanced real-time and predictive visibility at an item level. Max Visibility is powered by the Chorus Seeker smart labels, Chorus Reader Network, and Chorus AI for seamless data capture, further enriching services by providing added value through new levels of orchestration. Hansjoerg Rodi, Board Member Road Logistics said, “From providing predictive ETAs and theft deterrence for critical shipments crossing from Mexico into the U.S., to offering actionable insights that optimize logistics planning and operational efficiency, Max Visibility has significantly enhanced our road logistics services. It empowers customers across industries such as semiconductor, retail, and healthcare, enabling them to proactively manage their supply chains. This is unique in our industry.”

As an independent Chorus, we’re looking forward to expanding these partnerships and building new relationships. Any company that makes, moves or manages physical assets can benefit from Chorus services. Our initial focus is on verticals where orchestration can have the highest impact, including transportation and logistics, asset management, inventory management, food, security, automotive, and healthcare.

Pharmaceutical distribution is another critical sector, dependent on extremely sensitive, highly managed assets that can truly change human lives. Our partner, FFF Enterprises, Inc., is a leading national specialty pharmaceutical distributor and diversified healthcare company. FFF is enhancing their lifesaving fentanyl and opioid overdose emergency kit, the ODRescue Box™, by integrating our Chorus Visibility & Condition Monitoring Service. This powerful combination delivers real-time overdose reversal medication location and usage alerts, improving product availability and response time. As an additional benefit, the utilization data can help identify high-risk areas to optimize response.

Innovation and impact

Every partnership and every shipment gives us a real-world chance to learn more about how goods move and how Chorus technology can optimize it—and be optimized itself. Constantly advancing our sensor technology and machine-learning models allows us to improve capabilities like condition monitoring and remote inventory management, and introduce innovative products.

Our new Trip Intelligence service delivers a breakthrough level of continual, real-time monitoring and prediction for assets on trips, helping forecast key events and surfacing anomalies as they happen. We’re also working to take services like Trip Intelligence indoors, seamlessly transitioning from the typical asset-tracking scale of about a kilometer down to just meters—critical inside warehouses, hospitals, and manufacturing facilities.

As we make the move to the next era of Chorus, it’s an exciting time. We’re uniquely positioned to create real and lasting impact, helping our partners and their customers know the state of their business, know what’s coming, and know what to do about it. And on a global scale, the Chorus platform has the opportunity to meaningfully increase efficiencies, reduce waste, and transform how the world’s goods move. We’re looking forward to realizing that potential, and more.

Learn more about Chorus and the promise of orchestration at info@chorusview.com