Dr. Asyikeen Azhar

Designing the intelligence behind klarva

Dr. Asyikeen Azhar is the co-founder and Chief Technology Officer of KLAR.ai, where she leads the development of the product, AI architecture and data systems behind klarva.

She holds a Doctor of Engineering in Computer Science from Singapore Management University and has more than eight years of hands-on experience building machine learning, analytics and AI systems across research and industry. Her first-author research has been published in peer-reviewed conferences and journals for machine learning and operations research, and has consistently focused on turning complex methods into practical decision systems.

At KLAR.ai, Asyikeen is responsible for the architecture that connects klarva’s web application, APIs, data pipelines, AI agents and feedback loops. The platform brings together brand context, audience insight, near-real-time TikTok signals and user feedback, then converts them into structured content briefs explaining what to create, why the direction fits and how the team can execute it.

klarva is not built as a thin prompt layer over an AI model. Its intelligence comes from a proprietary algorithmic framework that coordinates specialised components for discovery, evaluation, recommendation and refinement dynamically. Each component has a defined role, allowing strategic judgement to emerge from the workflow as a whole rather than from a single generated response.

Asyikeen’s approach combines machine learning, domain knowledge and product design. She focuses on translating how social strategists evaluate content into repeatable decision frameworks that can operate consistently while still leaving creative control with the human team.

Her work is grounded in a simple belief: AI should not replace creative work. It should help teams make better decisions before that work begins. Through klarva, she is building systems that reduce guesswork, organise scattered signals and help teams move from open-ended research to clearer, more consistent execution.

Her work on klarva focuses on

• Designing AI as a coordinated decision system, not a prompt-based tool
• Translating social strategy expertise into proprietary, dynamic evaluation frameworks
• Building agent workflows that reflect real creative and planning processes
• Turning unstructured brand and platform signals into actionable content briefs
• Connecting research, engineering and product into one cohesive platform