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Scribit has operated as two distinct and unrelated entities. The initial company, launched around 2012, was a content curation platform, while the current iteration is a robotics company focused on a vertical plotter.
The original Scribit was an Atlanta-based web service positioned as a content marketing and curation platform. Led by CEO Gregg Freishtat, it operated as a service from its parent company, Vertical Acuity. The business model focused on providing subscribers with access to a marketplace of rights-cleared, full-length content from established publishers like Forbes and Business Insider. Clients, typically small to medium-sized businesses, could select articles and videos to publish directly onto their own websites. This strategy was designed to enhance website engagement, increase traffic, and improve sales conversions by making a company's site a destination for quality content. When shared on social media platforms such as Facebook and Twitter, the links directed traffic back to the client's website instead of the original publisher's. This version of Scribit appears to be defunct.
The current company operating under the Scribit brand is a robotics firm founded by Italian architect and MIT professor Carlo Ratti. This venture, based in Turin, Italy, developed a portable robot that draws and erases digital content on vertical surfaces like walls, glass, or whiteboards. Unveiled in 2018, the project was successfully funded via a Kickstarter campaign, raising $1.6 million to begin production. The team, which Ratti assembled in 2017, includes graduates from the Polytechnic of Turin such as Andrea Bulgarelli, who focused on the prototype's construction, and Andrea Baldereschi, who handled marketing. The product is a Wi-Fi-connected vertical plotter that users control via an app. It can source any image or data from the web—from art masterpieces to business data—and reproduce it on a wall, offering a dynamic alternative to static digital screens. The business serves both consumers who wish to personalize their homes and commercial clients like restaurants or financial firms looking to display dynamic information. The hardware is sold directly to consumers and businesses, with ongoing value provided through a content app that offers a library of images and regular software updates.
Keywords: Carlo Ratti, vertical plotter, drawing robot, content curation platform, wall art robot, Kickstarter, digital content display, smart plotter, home decor technology, office technology, retail display robot, automated art, interactive wall, content marketing tool, website engagement, social media traffic, Gregg Freishtat, Vertical Acuity, MIT Senseable City Lab, Turin startup