thinking

how we think about
AI in business.

Not a blog. Short, direct pieces on what we're seeing, building, and learning.

on first impressions

luxury brand websites are art galleries. they should be exhibitions.

Most luxury companies spend years perfecting the experience that happens after someone says yes. This is about everything that happens before.

April 2026 · 5 min read
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on luxury travel & AI

the concierge problem: why luxury's best defence is also its biggest risk.

78% of luxury's biggest spenders are early tech adopters. Your clients aren't waiting for the industry to decide how it feels about AI.

April 2026 · 4 min read
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shall we begin