Artificial Human Errors
AI makes human-like errors, but it cannot carry responsibility. Treating it as a replacement for people removes the judgment needed when those errors compound.
Gustav Ekberg — Opinions
Writing on product, technology, and building companies.
Latest posts
I Am a Worshipper of Great Machines
I am a worshipper of great Machines. I am a tentacle who stopped caring long ago.
Enjoy the Subsidy While It Lasts
The AI companies buy today is subsidised and still competing for them. Use that window to learn faster and build responsibly: fewer bets, measured adoption, portable architecture, human judgment, and capability that survives the real price.
My AI In The Middle
I tell companies to build a middle layer that routes intelligence to humans on the surface. I've been running that pattern on my own company for a long time. Three moments where my own practice tested what I'd claimed.
How Can We Improve
Companies asking 'how can we improve with AI' are really asking 'how can we improve.' The vendors selling context-ingestion are answering the wrong question because it's the easiest one to sell.
Working with AI is Hard
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AI in the Middle, Humans on the Surface
The middle of every organization is dashboards, reports, CRMs, and status meetings. That layer is where AI belongs. Humans stay on the surface, making decisions with context they were never given before.
It's Time to Adopt So You Can Adapt
2025 was the year of AI panic. Companies fired people and bought tools they didn't understand. The bubble will burst. The companies that survive are the ones using this window to rethink how they work, not just what they buy.
Dawn of the Internal Product Developer
Companies will increasingly build their own tools instead of buying SaaS. The Internal Product Developer is the new role that makes this happen.
Introducing Premium Enshittification
I redesigned my personal website to meet modern web standards. It now exploits your insecurities.
Feature Fever in the Age of AI
Building features feels like progress. It's not. And AI is making the problem worse.
Unlocking Company-Wide Creativity with AI
Companies give everyone AI tools and hope for the best. The result is chaos. Here's what's actually missing.
Why Your First AI Feature Shouldn't Be a Chat
Your first AI feature should be a button, not a chat interface. Here's why most companies get this wrong.