Applied AI for the world's most demanding brands.
We help leaders & teams quickly figure out what to build, why to build it, and what good looks like. And then we build it.
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Bi-Annual Machine & Folk AI Summit
Important: Dates are tentative based on availability. The Bi-Annual AI Summit is a small, invitation-only working session for senior leaders navigating real AI challenges inside their organizations. T
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Executives Think Their AI Strategy Is Working. The Workforce Doesn’t Agree.
The most uncomfortable finding in Section’s January 2026 AI Proficiency Report is about perception; Leaders overwhelmingly believe their AI deployments are succeeding. The rest of the organisation, particularly individual contributors, do not share that view.
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The one thing users want most
Enterprise users don’t want more features—they want less interruption. Tools fail when they break context and steal attention. The best systems stay invisible, carry context forward, and let users remain in flow while the work moves naturally around them.
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The most misunderstood word in product
“Platform” is one of the most overused words in product — and one of the most misunderstood. A true platform isn’t just shared infrastructure; it’s reusable capability built to help teams move faster. Get it right, and you unlock scale. Get it wrong, and complexity quietly slows everything down.
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Creating a Non-Terrible AI Strategy
Most companies don’t actually have an AI strategy—they have ideas, tools, pilots, and a growing sense that they should be doing something. This session is designed to help boards and senior leaders st
Learn more →NOT TO BRAG, BUT WE HAVE THE COOLEST CLIENTS
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OUR SERVICES
What can we do for with you?
Find High Value Opportunities
For many, AI is a solution looking for a problem. There are lots of things you can do, but only a handful that will deliver meaningful ROI for your business. We have a process to rapidly discover and evaluate projects that are high-value, high-velocity, and high-feasability.
Rapidly Define AI Products
Once you've identified an opportunity, it's time to dig in to quickly imagine and validate how it would work in practice. This up-front work is fast and pays dividends later by ensuring your team is aligned and clear about both the value and challenges that lie ahead.
Build Production Products
Don't believe the hype that proofs-of-concept and prototypes are a waste of time. In fact, they are the best way to quickly understand how difficult a problem really is. The trick is to go fast, learn, and yes, even fail quickly if your ideas don't pan out as expected.
OUR OPERATING PRINCIPLES
01 / Go Fast
It's better to move quickly and get imperfect things built than to deliberate endlessly over the perfect plan. We're good at helping big companies align and decide tout suite.
02 / Work as One
We're not the kind that work in a black box and return later with the big reveal. Your participation in the process isn't optional—it's critical to its overall success.
03 / Obsess on Value
It's not enough to build something. You have to build something good. For the enterprise, that means being constantly focused on delivering value to the business.
HOWDY PARTNERS
Sarah McKenna
Managing Director
Steve McKenna
Head of Strategy & Design
Edmundo Ortega
Head of Technology
LOCATIONS
We’re in your neighborhood
LONDON
Serving clients in Europe
LISBON
Serving clients in Asia, Africa, the Middle East, and the Pacific
SAN FRANCISCO
Serving clients in North and South America
