Founder of SyncRefine. Built integrations by hand for 15+ years, then turned that work into one AI platform for clean product data.
LinkedInKenneth Dekker has worked for more than fifteen years as an all-round, full-stack engineer, building countless integrations between shops, suppliers, ERP systems and marketplaces, often by hand. Every time he ran into the same thing: the problem was never the integration itself, but the messy product data flowing through it. Different column names, half-filled fields, duplicate products, and with every new client it started over. SyncRefine grew directly out of those fifteen years. Instead of patching the same problem again and again, he brought that knowledge together into one platform that cleans supplier data from dozens of sources, enriches it, and pushes it out clean to shops and marketplaces, without ever blindly overwriting the original. His background is broad, from shop integrations and server-side architecture to security and consulting, and that is exactly what product data demands, because the problem is never in one place. In recent years his focus has been on AI: he is at the front of how to apply AI to product data reliably, with a human always in the loop. On this blog he writes about product data automation, integrations, PIM versus a data hub, data quality, and findability for AI assistants. His principle stays the same: AI does the heavy lifting, people keep control.

Product data (or catalogue) enrichment explained: how AI enrichment works, enrichment vs a PIM, bulk enrichment at scale, and how to choose the right software.

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Product feed management for Amazon, eBay and Google Shopping: three formats, three rule sets. Keep one clean catalogue as source and stop patching feeds.

Managing product data in Excel leads to silent errors. Learn how to move from spreadsheet chaos to a sell-ready catalogue without a months-long migration.

Product data automation without code: set if-then rules and decision tables once and let them run across your whole catalogue. No IT ticket needed.

Do I need a PIM system, or a lighter AI product data hub? An honest guide to when a PIM fits, when a data hub wins and when a spreadsheet is enough.

AI product data enrichment turns messy, incomplete catalogues into consistent, sales-ready content, cutting manual work and getting your range online faster.

A real-time product data sync closes the gap between two exports, but only with a quality gate. See how SyncRefine syncs safely to shop and marketplace.
Book a no-obligation demo and we will show it live on your own data.