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With social media and data transforming commerce, Paris-based Heuritech has raised $4.4 million to help clients in fashion and beauty stay abreast of rapidly changing tastes.

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The company uses algorithms and computer vision to scan and analyze large volumes of images and text across the internet to understand trends as they emerge, mutate, and then vanish. With social media accelerating the rise and fall of mini-fads, companies are struggling to stay current in industries where falling behind can be fatal.

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