Stepping into the Future: Orthofeet’s AI Transformation with Wursta and Gemini

The Client

Orthofeet, the world’s leading ortho-comfort footwear brand, empowers customers through highly-adaptable, orthopedic footwear that bridges the gap between comfort and health. Brothers Ron and Michael Bar founded Orthofeet in 1985, pioneering an engineering-driven, user-empathetic design approach. Their philosophy is deeply shaped by Ron’s personal experience losing his leg in military service, and the company translates his mobility challenges into footwear addressing functional customer pain points, moving people forward through innovation, resilience, and future-focused vision.

The Challenge

Orthofeet sought to apply their same forward-moving and human-centered commitment to an agentic AI-enabled future. Just as they address physical customer pain points through their products, Orthofeet also aimed to ensure end-to-end customer satisfaction by closing internal, organization-wide fulfillment process gaps. This required a bold shift away from legacy processes and a hybrid tech stack toward an integrated, natural language-driven approach enabled by Google Workspace, Gemini and NotebookLM. Their vision was to establish a technical and employee-led foundation for human-augmented agentic AI, strategically directly addressing employee workflow frustrations and improving operational efficiency.

However, despite generative AI’s accelerative potential, OrthoFeet faced significant hurdles integrating it into their existing tech infrastructure and enabling employee adoption. As Matt Wursta notes, “60% of organizations claim that generative AI can’t integrate with a business’s tech stack.” This common integration gap directly parallels OrthoFeet’s commitment to bridging unmet customer needs with effective solutions.

With a plan for an AI driven future, OrthoFeet partnered with Wursta, a Google Cloud Premier Partner, to transition to Google Workspace. Initially facilitating the Google Workspace migration, Wursta then paved the way for embedded, responsible, and employee-driven Gemini for Google Workspace integration at key pain points.

Hear OrthoFeet’s Story

Learn how OrthoFeet is revolutionizing with AI. IT Director Frederic Kouame outlines their journey & “Power of an Hour” framework in our latest webinar.

Strategic Impacts

OrthoFeet’s Gemini & NotebookLM adoption delivered tangible strategic impacts, addressing gaps in order fulfillment, contract management, information access, and customer support:

• Efficient Invoice Summarization: Leadership instantly queries Gemini to summarize vendor invoices, significantly reducing time-intensive manual email searches.
• Optimized Fulfillment and Proactive Issue Triage: Gemini enables easy fulfillment gap identification. OrthoFeet now feeds ERP flat files into Gemini to identify critical discrepancies like Shopify orders missing from the customer shipment table.
• Streamlined Contract Management: Gemini empowers legal and leadership teams to efficiently manage vendor contracts, searching Google Drive to extract information like start and end dates or auto-renewal clauses, saving considerable time on manual review.
• Enhanced Information Access with NotebookLM: NotebookLM, fed with relevant workbooks, serves as a powerful knowledge base. Employees easily access HR information, while marketing curates training materials, eliminating lengthy document searches.
• Accessible Data with Gemini-Guided Looker Dashboards: Accounting and other departments now leverage Gemini-guided Looker Dashboards to generate simple yet information-rich reports (i.e. aging or restricted accounts) using natural language queries, reducing IT dependency.
• Significant Reduction in Support Tickets: Gemini’s implementation reduced internal tech support ticket volume by 50% with expectations for further improvements. 

The Vision For the Future

OrthoFeet’s aims to scale their framework by offering further employee Gemini training, optimizing its fulfillment infrastructure through extending Gemini’s integration with AI tools like AgentSpace, and developing an internal Product Lifecycle Management system, fully embedded with AI and demand forecasting tools.

Ultimately, OrthoFeet’s journey with Wursta demonstrates that “every business has the opportunity to customize what they believe is the best approach to their business problem using Agentics in [Wursta’s] AI solution package.” Wursta guided OrthoFeet by strategically inserting AI beyond commonplace chatbots, and building a tailored path to empower employees through measurable, impactful success. Contact us if you would like to map out a customer AI journey for your organization.