About
Sorob Louie
A serial entrepreneur in San Francisco, exploring how AI moves from software into useful robotic systems.
Sorob Louie is a serial entrepreneur in San Francisco. He has consulted for teams at Apple, Meta, and Google — including Meta's assistant and voice-intent team, and its AR/VR team.
In 2016 he founded VirtuLabs (opens in a new tab), a San Francisco software agency and innovation lab. The studio has built immersive AR/VR and interactive installations: Google I/O ARCore demos, a Nike pop-up LED wall, Van Gogh projection-mapped walk-in exhibits, and Wild Safari. Nike and Warner Brothers are among the brands the team has worked with.
As part of VirtuLabs he has been deploying automation across more than 10 Alpine Investors portfolio companies. The piece we can talk about in public sits inside Alpine itself: internal systems for recruiting, training, knowledge, compliance, and research. The published result is thousands of employee hours saved annually.
Nock now centers on an AI robotics lab. Our current research explores synthetic vision data, simulated picking, and autonomous retail economics. The software background informs the work; physical hardware performance still needs validation.
Three public cases sit on this site: Pleadable, Alpine Investors, and the Meraki Dignity Project.