soulful ai

How We Work

We combine strategic assessment, collaborative planning, and evidence-based delivery to make progress you can show. We work with your teams and delivery partners to build solutions.

Outcomes first·
Plain language·
Research-led·
Responsible AI·
Evidence you can trust

Our Process

01

Discover

Assess · Research · Align

Outcome: After this step, you can state the problem in outcome terms and agree on what success looks like.
Details:
  • Readiness assessment
  • Early user/frontline insights
  • Risks/harms map
  • Alignment brief
02

Define

Prioritize · Roadmap · Prove

Outcome: After this step, you can point to an outcome-based plan and a practical way to prove the first bet.
Details:
  • Shortlist with rationale
  • 18–month view + first 90 days
  • Measurement plan
  • Partner options
03

Deliver

Build · Launch · Scale

Outcome: After this step, you can show evidence the solution met the bar—or stop and adjust.
Details:
  • Implementation by your teams or partners
  • Usability checks
  • Results dashboard
  • Go/no-go
  • Rollout plan
04

Measure

Evaluate · Analyze · Iterate

Outcome: After this step, you can demonstrate outcomes and choose the next step from data, not guesswork.
Details:
  • Adoption/outcome reports
  • "What we learned"
  • Iteration backlog
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Our Values

🎯

Product Driven

We focus on outcomes over outputs, building what creates real value.

👥

Human Centered

Every solution starts with understanding real human needs and behaviors.

⚡

Technology Enabled

The best technology makes humans more capable, handling the mundane so people can focus on what matters.

🛡️

Ethics First

Privacy, bias mitigation, and transparency are baked into every design decision.

🔬

Research Led

Every feature starts with rigorous research and understanding real problems before crafting solutions.

🤖

Responsible AI

We map harms, set guardrails, design for user control, and agree how we'll measure and roll back if needed.

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Our Company

Soulful AI was founded by Phil Getzen, who spent 6 years as a product leader at Disney—primarily building streaming products and features at ESPN, while also working with direct-to-consumer teams at Disney+ and Hulu. Before that, he spent 3 years at Twitter working on video infrastructure and performance, and 2 years at Microsoft building enterprise cloud solutions.

That means experience shipping products to hundreds of millions of users across streaming platforms, consumer social media, and enterprise software. We've negotiated platform deals with Roku, Amazon Fire, and Apple, evaluated build-vs-buy decisions with 8- and 9-figure consequences, and balanced competing business priorities at companies where mistakes are measured in millions.

We're creating a future where technology serves humanity, not the other way around. Where products are measured by the problems they solve, not the features they ship. This means products that anticipate needs without being invasive, interfaces that adapt to users, and technology that strengthens human connections rather than replacing them.

Get in Touch

We'd love to hear from you

Whether you have questions about our products, need support, or want to explore advisory services, we're here to help.