Shieldbase AI

Shieldbase is an enterprise AI operating system. Plug-and-play AI models with company data to automate knowledge and workflows.

→ Top 5 in AI vertical and top 10 winners of the Selangor Accelerator Programme (SAP 2024)

Co-Founder & COO

Indelible Ventures

Indelible Ventures invests in seed-stage tech-enabled B2B startups in Southeast Asia.

→ Supporting portfolio companies to unlock market fit.
→ Sourcing LP prospects to invest in the VC fund.

Venture Partner

→ Sourced and screened deal flow.
→ Supported portfolio companies to unlock market fit.
→ Developed VC resources.

Venture Resident

Caremeals Malaysia

Advisor

Mida.so

Elemental Medicine

Invested in a blood analytics software and functional medicine practice.

Investor

Business Innovation Design

Business Innovation Design is an innovation company. We create methods and tools that change the way organizations innovate from 0 to 1 and grow from 1 to n.

→ Worked with 100+ organizations globally and yielded $###M in enterprise value.
→ Equipped 1,000+ individuals with critical capabilities for them to be ready for the new ways of working.
→ Co-created with domain experts and teams to build and scale the next big thing.

Founder

CADS AI

Led human capital to drive and sustain business transformation internally and externally through skills intelligence.

→ Championed the implementation of skills transformation for enterprise customers.
→ Drove skills transformation to transition CADS and customers into skills-based organizations.
→ Developed and executed talent strategy to continuously attract and retain talents.
→ Designed employee experience journey to attract, retain and grow talents.
→ Implemented HR analytics to gain data insights and make data-informed decisions on human capital.

Chief Talent & Transformation Officer

Championed innovation company-wide across products, teams, and processes to turn CADS into one of the most innovative companies in Southeast Asia.

→ Built skills intelligence platform in a new category from 0→1.
→ Led design and product teams to build innovative analytics and AI products.
→ Created go-to-market motion to scale growth.
→ Drove innovation initiatives to boost competitiveness.
→ Developed AI first operations with process automation.

Chief Innovation Officer

Transitioned the marketing team to operate as product marketing function as part of change management towards a SaaS business model.

→ Re-positioned CADS in a new category with new messaging.
→ Deployed go-to-market strategy to create demand.
→ Optimized marketing operations.

Chief Marketing Officer

Started the design and innovation department which eventually led to the creation of the innovation office.

→ Drove product innovation and special projects.
→ Led product teams to build and launch 2 digital products.
→ Managed change transition from a B2B service provider to become a SaaS company.

Head of Design & Innovation

Drove product and business innovation, strategy and execution.

→ Spearheaded execution of business innovation initiatives and special projects across functions.
→ Developed intellectual property strategy.

Business Innovation Strategist

Millfill

Bootstrapped and built a D2C health food startup producing drinkable superfood.

→ Served 4,000+ meals to consumers in Malaysia and Indonesia.
→ Read post-mortem: https://lnkd.in/gczKAyC7

Co-Founder

frog Italy

Represented a global design firm in Southeast Asia end-to-end from pre-sales, delivery and relationship-building - while championing the use of Business Innovation Design in all client projects.

→ Led strategy and execution of digital transformation and smart city projects.
→ Developed innovation capabilities for enterprise teams.

Key clients: De'Longhi Group, Iskandar Investment, KLCC Group, Petronas, Telekom Malaysia.

Business & Service Design Lead

Keen Bull

Part of the research team to execute research activities in order to identify innovation opportunities for wheelchair users. This research project was commissioned under European Union research and innovation funding program “Horizon 2020”.

Partner

Passionate in building innovative companies from 0 to 1. Currently building an enterprise AI OS at Shieldbase.

Jeffrey Tjendra

Byword

Working as an independent consultant at a variety of brands, including ramp.com veloforte.com, causal.app, and many more.

Growth Consultant

Babylon Health

Biddable Lead

Brainlabs.

Account Director

Account Manager

Oxford Student Publications Limited

Director

Chairman

Goldman Sachs

Worked on projects:
a) Modelling settlement risk for $200 billion worth of daily FX trades carried out by the firm.
b) Predicting end of day asset hypes based on intra-day data.

Summer Analyst - Corporate Treasury Strats

CERN

Wrote code to display Fast Fourier Transforms (FFTs) of data taken from accelerometers placed on the Large Hadron Collider's (LHC) ATLAS Detector.

Technical Intern

(mack@byword.ai for Byword queries/support)

Mack Grenfell

ChatGPT is getting ads - here are my 5 bets for how this plays out:

1: The Google SEO/SEM comparison doesn't hold.

On Google, ads and organic compete for the same click. On ChatGPT, the AI already gave its answer. The ad appears after. 

Ads aren't competing for the same attention, they're trying to change a mind after a recommendation has already been made. 

This is quite unique in digital advertising, and bodes quite badly for how effective these ads are likely to be.

2: You can't reach users who pay for things.

Ads only show to free/Go tier. Premium users won't see them. You're structurally locked out of users who've demonstrated willingness to spend money online. 

This sounds like a small point, but past conversion propensity is a huge factor in ad targeting, and means that ads will primarily be going on lower-income/lower-willingness-to-spend audiences.

3: Incrementality will be brutal to measure.

User asks for best CRM. ChatGPT recommends HubSpot. HubSpot ad appears. User clicks, converts. 

Did the ad drive that? Or was the sale already made? Standard attribution will over-credit. Most brands won't run the holdout tests to find out.

4: Fragmentation makes single-platform betting risky.

Unlike Google Search which consolidated everything, AI is likely to fragment: ChatGPT for casual use, Claude for professional work, Gemini for the Google ecosystem. Heavy investment in one platform's ad product is a gamble.

5: Ads will make organic AI visibility investment finally make sense.

Counterintuitive, but ads put a price tag on being recommended. CFOs will ask: "Why are we paying for clicks when we're not even getting recommended for free?" Same thing that happened with SEO after Google Ads matured.

Full breakdown in comments 👇

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