I run my life and business on an AI operating system. You can too.
It builds me software, deals with admin, and makes me 5x more productive. I'm not a developer. Anyone can do this.
Give your AI a home
Most AI lives in a chat window. It can talk, but it can't get much done. The CASA framework gives it a home: four parts, built in order. These are what let it do real work, rather than just talk about it.
1 · Context
Lay the foundationWhat it knows about you and your work. Everything else sits on this.
2 · Access
Fit the doorsThe tools, accounts and systems it can reach, and only the ones you choose.
3 · Skills
Furnish the roomsThe ways of doing things you’ve taught it, from writing a proposal to building software.
4 · Automations
Set the clockWhat runs without you asking: your morning brief, or a reply drafted the moment an email lands.
Set up your own AI operating system
You already use AI at work, and it's clever. But it can't reach the systems your work actually runs on, it doesn't know what's going on in your business today, and when it makes something, it can't run it for you. It talks. It doesn't do.
This book shows you how to build it a proper home, using my CASA framework, and you do all of it simply by talking. No jargon, no code, just plain English and real stories of what changes when your AI can finally act.
Writing
Why I build my own AI OS
Every agent tool is the same four parts. Building my own means each one fits how I work, and it gets better with every build.
SoftwareWhy I think we'll use far fewer apps
You'll tell your AI what you want and it'll deal with the software. What that means for apps, dashboards and anyone selling online.
BusinessHow I'd approach AI if I were running a company
Connect your systems, give the AI the context it needs, and let people just talk to it.
About me
I started in paid ads. I co-founded FanFinders in 2013, spent eleven years as CMO, and spent way too much of that time in Facebook Ads Manager.
I started building systems to automate the repetitive parts: testing creative, pulling reports, the dull bits in between. Then AI got good enough to write the code, and those systems turned into proper software. Now nearly everything I build starts as a voice note. This website included.
EmbedAI, which I co-founded with Luca Batchelor, is that same journey for other businesses. We find where a company loses time and money to systems it's outgrown, then fix it: getting more from the tools it already pays for, connecting them, building what's missing, and putting AI into the work itself. One team, start to finish.
I live in South London with my wife Kim and two cats who are unimpressed by all of it.
One email a week
One idea, one thing I built, and one thing you can use the same day. No news round-ups, no tool of the week, nothing you'd need to keep up with.