Our Mission

We are on a mission to reinforce positive behavior in the world by making it a safer place for all of us. 

Our Belief

We believe that technology can only serve us when it truly understands and can react to human behavior.

Our Promise

Detect what needs to be detected, 
React to the events that matter,
Ignore all distractions.

No more endless false alarms.

About PrimiusX

PrimiusX is a brand of EMRAYS B.V., the first Human Intuition AI company.

EMRAYS is founded by a team of academia and business professionals. Our founders bring global experience in their respective fields.

Over the course of 3 years, we developed our Human Intuition AI that reacts, recommends, and responds just as a human being would – all powered by our affective neural network pre-trained on over 3 billion data-points. 

Today we use our unique Human Intuition AI in the security industry to give accurate alerts, for every situation, every time.

The result is the leading AI video surveillance subscription service to protect secure areas like the human operator so that the operator can focus on the events that matter.

We are headquartered in the Netherlands and have an office in London and New York.


Amsterdam – London – New York

Cliff Crosbie

Cliff Crosbie

CEO & Co-Founder

Cliff Crosbie is a retail and marketing professional who has worked with some of the best brands in the world over the last 30 years. In Apple the focus was on delivering an exceptional experience for customers in over 90 countries. Previously Cliff worked in senior roles for IKEA, Nokia and Nike. He was also the first GM of Niketown London.

Ilia Zaitsev

Ilia Zaitsev

CTO & Co-Founder

Ilia is a computational linguist who earned his PhD degree in 2008 and since that time have been privileged to be involved in many AI-related projects working with incredible people across the globe.

Michiel Maandag

Michiel Maandag

CMO & Co-Founder

Michiel Maandag is a global brand and marketing professional. He started his global brand and marketing career at Nokia in Finland and New York. He ran his own brand advisory and worked with category leading brands around the world. 

Sangeeta Singh

Sangeeta Singh

VP Business Development Americas

Sangeeta started her career in India when organized retail was only 3% of the market. From there she moved on to become Sales Manager of an IKEA store in Japan and from there shifted gears to Enterprise sales of technology platforms. She holds an MBA in Marketing from the Institute of Management, one of India’s top business schools.

Paul Tero

Paul Tero

Chief Data Officer

Paul studied computer science at UC Berkeley and Evolutionary and Adaptive Systems at the University of Sussex. He is a web developer turned data scientist, who understands the maths behind the models.

Richard Waldron

Richard Waldron

VP Business Development

Richard Waldron is a retail professional with 25 years experience in various sales, operational and marketing roles. He feels proud and is privileged to have had the opportunity of working for a number of global leading brands including Vodafone, Nokia, Nike, IKEA and Samsung.

Contact us

Please contact us for further information on how PrimiusX can help your organization get the most benefit from AI video surveillance, or to try out PrimiusX at your site.


VAT ID NL858674671801





New York