9 cards · all approved knowledge JAB can answer from.
This is an incredible AI effect. It's like magic. Is it real or not?
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.
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
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
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
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
Joakim began his career in the mid-1990s at DoubleYou in Barcelona, working at the forefront of interactive and digital advertising and building hundreds of websites and digital experiences for global brands. He went on to hold senior creat
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
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.