Tal Guttman

AI21 had a problem: its models were mid. But they excelled at grounding and instruction-following. So I leaned in, pushed that to its extreme, and made Boring aspirational.

You don’t want your enterprise agents to be creative. You want them to do the work. To be predictable, reliable, consistent. To be boring.

Our pitch was word-for-word the rest of the category: “an agent orchestration platform that lets you build serious knowledge-work agents with ease.” Identical to half a dozen rivals. The fix wasn’t a better claim — it was a better world to say it in. We reframed enterprise AI as flat-pack furniture: complex AI, simple assembly. Allen key not included.

IKEA instructions were a live demo in Ori’s RAISE keynote ↗ — assembly steps standing in for why instruction-following is so important — and were later at the core of a thought-leadership post ↗. One idea, carried across the stage, the floor, and the feed.

An AI app for parents that tells the story of their children’s digital lives — not the surveillance kind, the conversation kind. The voice had to be respectful, engaging, optimistic and trustworthy, all at once: enough to make a worried parent feel held, never watched. And it spoke to the kids directly too — their own page opened with “Don’t Panic!”

See the archived site ↗