Three Companies, One Lesson: When AI Judges People, Trust Is the Business Model
I have started three companies, and in all of them, software makes some kind of judgment about people. At Pravoved.ru, the online legal marketplace I co-founded, it was about matching people with lawyers and answering their legal questions. At Jinn, an HR-tech platform, it was assessing employees and candidates for corporate clients. Now at Narvalus, which I co-founded in Miami, we are building an AI recruiting agent for U.S. hiring teams.
When I started each of them, I thought the main risk was technical. Will the model be accurate enough? It almost never turned out to be the problem. The problem was that people didn't believe the system, even when it was right. And that changed not only the product but how we sold it, priced it, and decided where to start.
At Pravoved, trust was the product.
When we launched Pravoved, legal help in Russia mostly meant going to...
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