Si
You shouldn't have to re-explain yourself every time a new AI tries to help.
More hotels, stores, and apps are putting AI in the middle of how you book, shop, and decide—assistants and agents, not just a chat window. I'm building Si so the useful bits—what you like, what you've already said, and advice from people you trust—can travel with you. Not your whole private history. Just what you choose to share, for that moment.
Three parts · in order
- Your preferences — the foundation (what you already know about yourself)
- People you trust — what makes answers better (whose opinion counts for you)
- Why businesses care — they can do a better job for one real person, not a crowd average
Written for friends and people I've talked to while figuring this out—please push back, don't just cheerlead. What I'm unsure about →
01 · More of life runs through AI
Booking a trip, picking a restaurant, shopping—more of it starts with an assistant or agent.
ChatGPT already connects to travel, music, shopping, and rides. Brands are building their own AI experiences too. As more of that happens, more of what they learn about you stays trapped inside each one.
- AI assistant
- Hotel agent
- Restaurant
- Wine shop
- Store
- Travel
Re-explaining yourself to every company's AI is exhausting.
ChatGPT remembering you inside ChatGPT doesn't fix this. Marriott still won't know what you already told ChatGPT—unless you say it all again, or paste a messy summary. Si is about carrying a few clear preferences across companies, on your terms.
02 · What you share should be yours to choose
Not the whole conversation—small pieces you can see, edit, and take back.
Things like “quiet table” or “dairy-free” can come out of chats you already had. Private details stay private. Si knows more than it shares.
Figure · The same person, every time
Today
Every company's AI starts from zero.
Wine merchant
Do you prefer natural wine?
Restaurant chat
Any dietary restrictions?
Hotel concierge
Quiet room or lively area?
Retail assistant
What have you bought before?
You answer the same questions again and again—or nowhere remembers.
With Si
You carry what matters—and choose what to share.
Things you can see and edit
- Prefers quiet tables · dairy-free
- Natural-wine leaning · under $150 when dining out
- Held back · private details stay yours
Each chat only gets what you say yes to for that moment—not your whole history, and not a guess from millions of strangers.
03 · Your preferences aren't the whole story
Advice from people you trust matters too.
Searching the internet is easy now. What's hard is knowing whose opinion to believe for you. A friend who knows your taste, or an expert you already trust, beats a random top-ten list.
A few people—not the whole internet
A friend
You said you trust their taste
An expert you trust
You already believe their take
Someone local
Fresh · you can see who said it
People you chose—with a reason you can see—not a giant friends list.
04 · Companies might finally know you as you
For a long time, brands could only guess from millions of strangers.
They put people in buckets—“people like you”—because they couldn't afford to understand one customer well. If you can safely share a few clear preferences, a hotel or store might simply do a better job for you. That's the idea I'm testing—not “sell your data.”
How it usually works
Millions of customers → put you in a bucket → guess
- Watch what lots of people do
- ↓ Sort them into groups
- ↓ “People like you often choose…”
What I'm exploring
You → a few clear preferences you approved → something that fits
- One person
- ↓ Only what you said yes to
- ↓ “For you, because…”
- What you already know
- +
- People you trust
- +
- Places you're deciding
through Si
Take what matters with you—when more of life runs through AI.