Jordi García
Founder and CEO
Articles
- The financial fragility of the AI industryAt the AI party, the music is still playing. Through the ballroom windows, exuberant fireworks paint the sky with joy. Everyone la
- Pacing the frontier, but not really. Actually, not at all.This September has left us a paradox that mirrors the paradigm of today's society. On the 12th, Dario Amodei, CEO of Anthropic, pu
- What really drives a company is narrativesWe tend to believe that what steers companies are logical, rational, technical decisions. But that's not the case: what really dri
- The fear of being left behind.Please don't make me use the word FOMO. I'd rather stick with Fear, in general. The kind that is a great engine and also a great p
- Aesthetics is not at odds with substancePrompted by a recurring question I'd like to share with you, I maintain that Aesthetics is not at odds with Substance, as we tend
- To believe something, you have to want to believe itPeople's beliefs and ideas can be influenced. There's ample evidence of it, and the factors shouldn't come as a surprise.
- Chaos is a form of violenceChaos is a form of violence. An uncomfortable tension in the mind, capable of driving even the most stoic of executives to despair
- The steady drizzle is when the job is not to sellAt any given moment, only 5% of your potential customers are looking to buy, or are in a position to do so. The other 95% are not.
- We need control, infrastructure, and governance“Pacing the frontier” is a newly published manifesto signed by more than 1,000 workers at frontier AI companies. A gesture to ease
- Unmistakable professional positioningMy father's workshop has been closed for 15 years, and people still ask me whether it's there.
- Learning is an asset that yields without being used upSomething curious happens when a machine becomes an oracle. Someone who knew nothing about a subject on Monday consults a chatbot
- What has to be true for AI to recommend a brand?Two things are changing in how customers discover and choose a brand. And if you understand what has to be true for AI to recommen
- We live together not to be together, but to do something togetherI believe that everything that moves people is about stories, feelings, narrative.
- Visibility in AI without the conversation that came beforeSome companies want to be part of the conversation about how to gain visibility in AI without ever having wanted to take part in t
- Perhaps it is not an inevitable consequence, but a choice“This learning, O king, will make the Egyptians wiser and better able to remember, for it has been invented as an elixir of memory
- Autonomous agents as if they were team membersYesterday one of the team’s AI agents told me on Discord: “Jordi, I read your post about the frog and the mental whiteboard—Anthro
- What the frog’s eye tells the frog’s brain“What the frog’s eye tells the frog’s brain.” For a long time it was thought that the frog is pure reflex. Also that AI is an auto
- One must take care to choose one’s enemies well“Fortune is guiding our affairs better than we could have wished, for look there, friend Sancho Panza, where thirty or more monstr
- It doesn’t matter how fast you go if you don’t know where you’re headed.Today’s dynamics demand haste. With AI, more than ever. Adopt now, automate now, deliver results now, no matter which ones (increa
- Culture always beats tacticsThe effective integration of artificial intelligence into companies requires a cultural transformation.
- The pianist at the back of the roomA pianist plays at the back of a room. He has finished the popular repertoire. Now, when almost no one is looking at him, and at a
- Your next visitor won't be humanIt's a gradual, silent change. The internet is slowly turning into a space for AI agents, perhaps one day as much as, or more than
- Search through AI is the best news in many yearsFor months now, much of the SEO debate has centered on the same fear: that AI will eat Google’s searches and leave brands invisibl
- Trust as what is really being soldTrust seems like a fuzzy concept, hard to pin down. And yet it is essentially what is being sold in professional services. And the
- What sustains trust in a brand is coherence“Be authentic.” It’s the most repeated piece of brand advice of the past decade. And it’s overrated.
- What can’t be tracked can’t be governedWe built an AI agent whose only job was to direct the others and give them judgment. It worked. And yet we scrapped it.
- A brand is an expectationA brand is an expectation. It's set by whoever is looking, through what they expect from you. And that doesn't need to match what
- You’re cited for auctoritas, not potestasAuthor comes from the Latin “auctor,” and auctor springs from the verb augēre = to make grow, to increase. The Roman auctor wasn’t
- Being cited by AI is not the same as being recommendedBeing cited by AI is not the same as being recommended. Self-promotional articles influence AI citations, but no longer recommenda
- Optimism isn’t naive, it’s a choiceI really don’t know what the future holds, or exactly where all this is heading.
- The real challenge: integrating agents into a companyWe have 9 AI agents on the team right now. We're almost where we wanted to be.
- Price is what you pay, value is what you get“Value” is one of the most overused and, to my mind, least appetizing words in our shared jargon.
- Taste is the new blackTaste is the new black: it has always been there; it’s simply back in the spotlight.
- In Search of the Truth About Core Web VitalsEver since Google rolled out Core Web Vitals in June 2021, many brands have come to us wanting to improve the technical performanc
- The Only Safe Bet in the Face of Internet UncertaintyWell, life's funny, isn't it? Turbulence is coming, but every time of change can be as tough as it is exciting.
- «Cronus Clipping Cupid's Wings»A few days ago I came across this painting and was struck by how much it communicates visually. Yes, I know: me talking about art,
- What architecture and digital product design have in commonMy theory is that we digital product designers are the architects of the digital environment. I'm not trying to trespass on anyone
- Why I believe AI will never replace Google (or many other things)I suspect that right now (December 2022) you're sick of reading and watching content about ChatGPT and other kinds of artificial i
- What is fluid web design?These days every web designer, and half the planet, knows what responsive design is. But some other terms that are back in fashion