Writing
The thinking behind the work. Field notes from two founders and sixteen specialists building AI people in Perth and Joburg.
Made present. What the second half of our brand promise actually means.
We say we build AI people. The harder word to justify is what comes after.
AI for the AU mid-market. Not the keynote case study.
The AU mid-market is the most under-served customer in commercial AI. The Co-worker line is built for them.
Perth and Joburg. Why two studios in the southern hemisphere.
The studio is in two cities, six hours apart, in the same time zone band. The geography is part of the proposition.
We build AI people. Of course we use AI to make this site.
The imagery on this page was generated by AI, then finished by hand. The disclosure is the brand argument, not adjacent to it.
Apps, companions, co-workers, people. The order matters.
Four tiers, in that order. Most AI products in 2026 are still mistaking step one for step four.
Sixteen of our colleagues are AI. Here's how that works.
The studio team is two humans and sixteen specialist AI colleagues. They show up on the About page, named.
Deme, Sofia, and what specialist AI actually means.
Specialism is built in, not configured on. Custom GPTs are specialist by configuration. Deme and Sofia are specialist by construction.
How we build a co-worker who actually knows the room.
Domain knowledge in specialist AI is constructed, not inherited. Here is how we do it.
Hallucination is a room design problem.
When an AI person hallucinates, it is usually because we asked them to leave the room. Here is what we learned.