Erhan Ciris founded 4D Sight after years of watching digital advertising move in the wrong direction. The product placements he admired in film were invisible. They respected the story. Meanwhile, the formats dominating digital media kept getting more interruptive.

He believed AI could close that gap. In 2020, he started the deep learning research that became 4D Sight's Perception Layer, a platform that understands three-dimensional space inside live video and places content into it as if it were physically there. He refined the technology through UC Berkeley's SkyDeck program and now leads partnerships with TKO (UFC and WWE) and Riot Games.