White Label Storage is excited to announce the addition of Austin Rockman as the company’s new AI Workflow Lead, joining the team in May 2026.

As we continue investing in automation, operational intelligence, and AI-driven technology initiatives, Austin’s role will help accelerate the company’s ability to explore and implement emerging tools that support both internal operations and the customer experience across its growing portfolio.

Austin brings a unique blend of technical expertise, creative problem-solving, and hands-on experience in artificial intelligence and machine learning systems. His background spans AI infrastructure, deep learning experimentation, and applied automation, with a strong focus on building practical systems that solve real operational challenges.

“We hired for this role because the highest-leverage opportunity in our business right now is empowering our non-technical workforce with AI. Engineering builds the tools, operations runs the work, and we needed someone whose only job is bringing those two sides together,” said Peter Smyth, Co-founder and CEO of White Label Storage. 

“The AI Workflow Lead sits between our engineering and operations leadership so every employee, technical or not, has the use cases and the tools to do their job better. We're fully bought in on making every person at White Label Storage measurably more effective.”

Prior to joining White Label Storage, Austin worked extensively with AI and machine learning systems, including production-level ML infrastructure and experimental deep learning projects. His work reflects a strong interest in building efficient, scalable AI models that balance innovation with real-world usability.

This work included developing production machine learning infrastructure for enterprise clients including Apple, Amazon, and YouTube.

On why he joined our team, Austin said: "What drew me to White Label Storage is that the team has already done the hard part by building real operational infrastructure across hundreds of facilities. My focus is growing that foundation with intelligent systems that help White Label Storage scale without losing the operational quality that makes the company work.”

His addition comes at a time when the self-storage industry is increasingly exploring how AI can support customer communication, pricing strategy, revenue optimization, and operational scalability.

For White Label Storage, the hire represents another step in our broader commitment to building a technology-forward management platform designed to help owners operate more efficiently while adapting to the evolving demands of the industry.

Austin officially joined White Label Storage in May 2026 and will help lead the company’s ongoing exploration and development of AI-powered operational solutions.

To learn how our technology stack can benefit your facility, schedule an introductory call with our team.