We were promised a revolution.

There’s a wide gap between the AI revolution we’ve been promised and the reality most businesses are experiencing today.

Sure, ChatGPT is a capable thought partner, a solid copywriter, and a quick researcher. The ✨ sprinkled into our favorite apps is novel and sometimes useful. But it’s a long way from the kind of transformation we've been told to expect.

If we look to past tech revolutions, we see a pattern: niche innovations enable general-purpose use cases. Broadband led to streaming services. Smartphones with GPS led to ride sharing.

But AI flips that model on its head.

AI is a general-purpose innovation that enables niche use cases. And it’s in this specificity that the app model starts to fall apart.

Apps are, by design, general-purpose. That’s where their scale comes from. But AI? When harnessed correctly, it’s not an app. It’s like a near-infinite team of hyper-specialists—each one able to execute a task tailored to your business, your systems, your goals.

That’s why the old model doesn’t fit.

In the past, apps opened the floodgates of each tech revolution—think Salesforce, Netflix, or Instagram. But AI’s transformative potential doesn’t lie in a killer app. It lies in the gaps between the apps.

Apps have rigid interfaces, rules and permissions. Good UX makes them feel fluid and intuitive, but it doesn't change that underlying reality. The gaps on the other hand, they're messy. They require interpretation, judgment, memory, and intuition. Until now, only humans could really work in them.

AI isn’t an app. It’s a new kind of user.

AI is a user that can operate across your systems, tools, workflows, and data. And rather than replace your tech stack, it leverages it—often more effectively than your own team can. But it won’t do this on its own.

The transformation won’t come top-down from a flashy product. It’ll come from the bottom-up, through small, specific, high-leverage implementations.

As OpenAI, Anthropic, and others invest billions into building ever-more intelligent models, these AI-users will continue getting smarter—maybe even superintelligent. But intelligence alone isn’t enough.

Intelligence+

True business transformation will come from implementation and will require what I call “The Missing I’s of AI":

• Intent: Clearly defined outcomes that shape the AI’s role
• Information: Your unique business context, data, and domain knowledge
• Integrations: Seamless connections to your tools, systems, and platforms
• Iterations: Feedback loops that enable learning and continuous improvement

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The intelligence is here and it's capable. But implementation is hard.

• Business use cases are complex.
• Data is messy, incomplete, and scattered.
• Edge cases abound.
• Inertia is a law of nature.

That’s where Free Energy comes in.

We partner with you to find the highest-value opportunities inside your business. Then we orchestrate AI agents to execute them. 

We know that AI can feel like a black box, so our methodology follows human-in-the-loop principles and produces quantifiable results, keeping you and your team in the driver's seat.

So if you’re waiting for the “killer AI app” to arrive… don’t. Instead, start small. Start specific.

Ready to begin your AI transformation? Let’s talk.