THE HUMANS BEHIND THE SMILE

Useful things.
Curious humans.

We’re Marc and Jake.
Two builders in Wellington.
A shared belief in better tools.

What the AI is our independent AI and software studio. We build systems that connect information, make repeated work easier, and help good ideas become useful products.

Our ambition is to make business technology more accessible. Start with a problem people recognise, make the next step clear, and build something they want to use.

Marc, co-founder of What the AI
01 / CO-FOUNDER & DEVELOPER

Marc↗

Jake, co-founder of What the AI
02 / CO-FOUNDER & DEVELOPER

Jake↗

A SIMPLE WAY TO THINK ABOUT IT

Understand the work.
Make it work better.

We’re interested in what happens when
human experience meets new possibilities.

01 / CURIOSITY

Ask a better question.

Understand what people need and how the work really gets done.

02 / CLARITY

Make the next step clear.

Use plain language, visible scope and a practical measure of success.

03 / CRAFT

Care about the details.

A useful system should feel considered, from the interface to the handoff.

04 / PEOPLE

Keep people at the centre.

Give teams more capacity, with clear choices and appropriate review.

WELLINGTON, AOTEAROA / THINKING BEYOND

Your next idea.
Our next what if.

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