Decidr

I built a model almost 25 years ago that was and still is beautiful. It was a data and insights platform that powered one of the first online market research companies in the world. It gave people the power to build a holistic personal profile of their lifestyle, buying habits and interests. They would take control of their information, give permission for brands to access it and name the price.

Bottom line: Their online experience — the way they interacted with brands and presented their digital self — would transform. And every individual would be in command of their own data.

I thought (naively) that within five years it would be game over for traditional marketing and research. That once everybody started to build out these profiles, there would be far less guessing and waste, making way for more relevance and personalisation. And I was right to a degree.

But I was wrong about who would initially own those profiles. It wasn’t the individual. The amount of human tasks and machine learning it previously took to make a profile truly powerful — enabling targeting, customisation, personalised content selection and accurate predictions about buying habits — was previously only the domain of billion dollar companies like Google and Facebook. They were the only organisations who could afford to capture, manage and enrich such detailed profiles within their walled gardens.

The bright side is that these giants validated the economic model. They’ve demonstrated that the aggregation and enrichment of individual profiles can generate immense value. We know this because they are now trillion-dollar companies built on these profiles.

But now we have AI, and it’s the missing piece when it comes to individuals and businesses being far more empowered through new technology to make use of their data.

So here’s how Decidr’s AI-powered platform plans to make a dent in the way we do things.

Phase one: The business operating system

Drawing inspiration from Elon Musk's secret Tesla master plan, which outlined three phases for Tesla cars, Decidr also follows a phased approach.

Musk’s first phase was the Tesla Roadster, a high performance electric sports car aimed at a premium market. Similarly, Decidr is entering the market with a holistic and sophisticated business operating system. This system is designed for businesses ready to invest in cutting edge technology to streamline operations, optimise performance and gain a competitive edge.

Phase two: The innovators' platform

Tesla's second phase involved the Model S, targeting early adopters and innovators. In the same vein, Decidr’s second phase will introduce an business platform aimed at SMEs who prioritise customer value and are committed to solving real problems but are finding it hard to scale with limited resources. This platform will be more accessible while still offering advanced features, making it ideal for forward thinking businesses eager to leverage AI for transformative results.

Phase three: LifeOS for holistic wellness

The third phase of Tesla’s plan was to produce affordably priced family cars, driving the adoption of electric vehicles into the mainstream. For Decidr, the third phase is LifeOS — an operating system for individuals. LifeOS will help people balance and organise all of their goals around various wellness dimensions, empowering them to manage their personal and professional lives with the same efficiency and insight as a business.

More importantly, LifeOS will connect and provide many more opportunities for BusinessOS, making us a truly holistic AI-powered ecosystem.

Reinventing the future with continuous innovation

Without a doubt, I'm the most keen to use Decidr to enable far more capability and visibility in order to create an AI enabled operating system with an army of AI roles working 24/7. I really look forward to meeting more of our phase one customers — I think we have lots in common.