Tal Guttman

AI21 had a problem: its models were mid, but they excelled at grounding and instruction-following. So I leaned in, pushed the weakness to its extreme and made Boring aspirational. Then the design team, led by Gitit Rafael, built the world of Boring — a visual language that was both deadpan and gorgeous: fully committed to the bit, and quietly magnetic.

In a world of unpredictable AI, you don’t want your enterprise agents to be brilliant. You want them to do the work — 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.

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!”

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