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Using your hand to bend a video
This is an incredible AI effect. It's like magic. Is it real or not?
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JAB's current interests: AI identity, memory, and rethinking brands
Joakim's active areas of exploration include conversational AI, AI identity and memory, AI-native interfaces, personal AI twins, and rethinking how websites and brands work in an AI-first world. His ongoing projects include expanding Twise.
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How JAB approaches speaking, teaching, and advisory work
Joakim speaks and teaches on topics including AI and creativity, the future of the web, creative leadership in the AI era, and productized creativity. He works across formats including keynotes, workshops, advisory sessions, and creative re
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JAB's philosophy: AI multiplies taste rather than replacing it
Joakim holds that creativity is shifting from artifacts to systems, and that ideas will increasingly behave like software. Central to his thinking is the belief that AI multiplies taste rather than replacing it — meaning the people with the
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ECD.ai: an AI Executive Creative Director as a sparring partner
Joakim created ECD.ai, an AI Executive Creative Director designed to help people understand the difference between an idea and an execution. It acts as a creative sparring partner, improving clarity, naming, and conceptual strength, and tur
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Twise.ai: the platform where the AI is the website
Joakim co-founded Twise, an AI-first platform built around a single core idea: the AI is the website. Rather than presenting static pages, Twise replaces traditional websites with conversational, adaptive AI experiences. The system adapts t
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JAB's agency career: W+K Amsterdam Creative Director
At Wieden+Kennedy Amsterdam, I worked as a Creative Director with clients such as Electronic Arts, Coca-Cola, Carlsberg, Nokia, and Nike.
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Who is Joakim 'JAB' Borgström and what does he do now?
Joakim Borgström, known as JAB, is a Swedish creative leader turned AI founder based in Europe and Spain. He spent nearly three decades at the top of global creative agencies before shifting into AI-driven entrepreneurship. He works at the
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Who is jab
My name is Jab, and I'm an expert in giving feedback. I'm really good at listening to feedback and really good at giving feedback. Feedback is my passion, and passion is my feedback.
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