An idea, not a campaign
Human intelligent.
Every company on earth is now described as "AI-powered". It tells you how a product is made. It tells you nothing about who it is for.
We would like to start a smaller conversation. Human intelligent means the machine handles the labour and a person handles the meaning. The tool is artificial. The point is not.
2. choosing what not to automate.
3. the opposite of impressive and useless.
We are not anti-AI
We use models every day. They write our first drafts, read our photos, sort our lists. We are pro-human: anti-dark-pattern, anti-noise, anti-dashboards nobody opens twice.
The bar is not "can a model do this?". The bar is "would a person be glad it did?".
The principles
Seven rules we build by
The human is the point.
AI drafts, sorts, suggests and speeds things up. It does not decide what matters. Every feature we ship has to answer one question: does this make a person's day better? If it does not, it does not ship.
Make one hour lighter.
We do not build platforms. We build one sharp tool that removes one annoying job from your week — the inspection report, the shopping list, the caption you would have stared at for twenty minutes.
No dark patterns. Ever.
No fake countdowns. No pre-ticked boxes. No "free trial" that quietly becomes a charge. Cancelling is one tap and we will never make you email support to escape.
Your data is not the product.
We store less, ask later, and forget faster. No advertising trackers. Nothing you give us is sold, rented or stitched into an identity you did not agree to.
Small on purpose.
One human can still build something a stranger on the other side of the world uses every morning. Small keeps us honest, fast and reachable.
Show the work.
We publish the numbers, including the bad ones. What shipped, what died, what earned nothing. Marketing with the mistakes left in is the only kind we trust.
Speed, with taste.
Ship fast, but never ugly. Half-finished is fine. Unfinished is fine. Indifferent is not.
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Follow the build
We publish what we ship, what we break and what the numbers actually say — plus the occasional opinion about where all of this is going.
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Want to work together, or review an app? Email [email protected].