Behdad Dehghani finds inspiration in art galleries. There, quiet time can generate big ideas for AI innovation.
Behdad Dehghani, Director of Machine Learning at Coupang, has spent nearly six years shaping technology that redefines the way customers shop at Coupang, a leader in American technology and global commerce. His journey thus far exemplifies Coupang’s commitment to innovating and improving the customer experience, from designing AI-based search and recommendation systems that help retail customers find their next purchase, to breakthroughs in content understanding using large-scale language models to deeply understand products and improve the speed and quality of listings.
Scale with AI
Behada points out that while there has been a lot of hype around AI since it became mainstream, it is now reaching a realistic and mature stage. “In my work, I have applied AI in two key areas: search ranking, which takes into account things like relevance and customer preferences, and content understanding,” he said. “Both are incredibly complex challenges, and this is where AI really shines.”
For example, he says, “There are too many items in our catalog for humans to process manually with the precision and scale needed.AI. , we can understand, group, and rank this vast amount of data in a way that directly improves the customer experience. From search searches to post-ranking ratings and even image and text understanding, these models are having a real impact. For us, this has been a very valuable investment, not just in terms of efficiency, but in terms of making shopping more relevant for all of our customers.”
Build with a purpose
Behdad leads a team of machine learning engineers in Coupang’s Seattle office, working primarily within the catalog organization. A catalog organization transforms scattered information into a clear, navigable system, making complexity simple and useful. Their model extends to delivering search results, advertising, and Coupang’s retail site innovations that sell everything from groceries to electronics to millions of customers in Korea and abroad. His job is to help customers have a better shopping experience, and Behada says the most rewarding part is seeing the results.
“I have had the opportunity to work with a talented team and contribute to significant advances in search advertising, recommendations, and catalogs,” he said. “What excites me most is knowing that my work ultimately benefits our customers, business partners and Coupang.”
A culture that welcomes bold ideas
Coupang’s openness to new technology has been a defining factor in Behdad’s career. The company was an early adopter of generative AI and invested heavily in talent and infrastructure to create a culture where innovators thrive. “The company has been bold in opening large offices in Silicon Valley and Seattle and investing in top talent,” he said. “This speaks volumes to our mindset here: adapt quickly, embrace new ideas, and encourage creativity.”
Life beyond machine learning
Behdad with his wife Zara and son Adrian.
When he’s not working, Behdad’s life revolves around his family and his almost 2-year-old son, and his interest in airplanes reflects his own childhood. Behdad dreamed of becoming a pilot when he grew up. Currently, he relaxes by reading astronomy books or listening to long podcasts. He also loves the art galleries in the Seattle area, which inspire his creativity and give him a sense of peace and tranquility. This balance is one of the reasons he and his family left the Bay Area for Seattle, where they enjoy the natural beauty of the Northwest.
words of advice
For those considering joining Coupang, Behada says the job is both difficult and rewarding. “I think the fact that you’re doing something meaningful to improve people’s lives is very satisfying,” he said. “Sometimes I want to have an impact on this whole great civilization and think that I’m contributing in some small way to making people happy, and that’s very satisfying for me.”
A place where ideas take off
Behdad’s ideas often come from conversations with colleagues and quiet “what if…” conversations. moment. When faced with obstacles, he realized that a breakthrough could be found while walking and relaxing with his son. He says the same openness to ideas is reflected in the work environment at Coupang. Although the company provides overall direction, Behada considers the process to be very collaborative. “It’s a two-way environment, top-down and bottom-up. Leaders provide direction, but there’s a lot of room to reinvent and invent under that umbrella,” he said. “That’s where creativity flourishes.”
