Inside factories, production rarely runs exactly as planned. Small shifts in demand, materials, or scheduling create hidden inefficiencies: excess energy use, material waste, and inconsistent output.

For Mohammed Ali and Iusiph Eiubovi, founders of EntroMetrix, the issue isn’t a lack of data, but how factories actually operate.

“The industry focuses a lot on new technologies,” they say. “But far less on how existing systems are actually run.”

EntroMetrix tackles this by modelling factory operations in real time, helping keep processes stable while reducing energy and material loss.

Industrial decarbonisation is often framed around major shifts: electrification, hydrogen, carbon capture. These will be critical. But many are still expensive, complex, and out of reach for a large part of the industry.

At the same time, a significant share of emissions and waste comes from how systems operate day to day. Improving operational efficiency alone can unlock 20–30% reductions in energy and resource use, industry and academic research shows. Yet most manufacturers, especially small and medium-sized ones, lack the tools, capacity, and often the financial flexibility to invest in complex or capital-intensive solutions.

EntroMetrix addresses this by focusing on how decisions interact across the system, helping factories identify when performance drifts and correct it before inefficiencies build.

At its core, EntroMetrix combines physics-based modelling with AI to link planning decisions directly to what happens on the factory floor.

The team develops its own AI models to optimise energy and material use in manufacturing, tracking how variability moves through production and coordinating adjustments across scheduling, operations, and resource use. The result is continuous optimisation rather than one-off improvements. Factories run more consistently, using less energy and fewer materials, without requiring new equipment or major investment.

The idea behind EntroMetrix is rooted in research at the University of Cambridge, focused on industrial efficiency and decarbonisation. But it’s also shaped by Mohammed’s own experience. Having seen firsthand how inefficiencies in factories affect both environmental performance and working conditions, he is driven to find a better way to address them.
 
“Improving how systems run is not only about reducing emissions, but also about creating more stable and resilient environments for the people who depend on them,” says Mohammed.

If solutions like EntroMetrix succeed, the way industry approaches decarbonisation could begin to shift. Rather than treating emissions as a separate target, they become a natural outcome of well-run systems.

Over time, this could lead to a different kind of industrial system: one where performance, cost and sustainability improve together, driven by how decisions are made every day.

“Some of the biggest gains don’t come from replacing systems,” Mohammed says. “They come from understanding how they already work.”