Software that disappears
Filip Papranec, Founder, Digitaliko
Three weeks without a single article about AI. We were in El Campello.
Family, sea, barefoot on the beach in the morning. After a few days you forget AI exists.
One waiter
We picked restaurants by reviews. Like most people. One of them stayed with us.
The waiter remembered us on the second day. He joked with the kids. The food was good every single time. On the last evening he asked for a review directly. He got it.
Reviews got us to him. He was the one who kept us.
Then LinkedIn
Back home, we opened LinkedIn. In the meantime GPT-6 Astra, Claude Fable 5.1, Gemini 3.8 and a new DeepSeek had shipped. Salesforce gave its agents first names. CNBC was writing about model fatigue. The hype had not paused.
And that waiter was still on our minds.
Nobody in that restaurant cared which model ran behind the booking system. They cared whether they got a table and whether someone remembered them. The system got them into the shortlist. A person decided whether they came back.
What software is for
This is what we think software in a company should do. Take the work a human should not be doing, solve it in the background, and disappear.
You don't adapt to the software. It adapts to you.
Most companies we talk to have the opposite. A spreadsheet that gets filled from WhatsApp. An off-the-shelf system that does 80 % of the job, with the remaining 20 % handled by hand every day. People serving the tool instead of the tool serving people.
One concrete example. Dispatchers at KIABA Spedition spent 30 to 45 minutes finding a carrier. Phone calls, spreadsheets, old emails. Today it takes under two minutes, and the system has been running since June 2024. Not because there is anything ingenious in it. Because it took over work a human should not do, and got out of the way. The dispatcher has time for the reason the customer calls again.
That's all
Let the people with billions build the models. We build the boring layer on top. The one that actually gets used.
You get the time to be the person people come back for.
