27 October 2026 at 13:58

Hi Paul,

Unlike many people I know, I’m extremely optimistic about AI. I think it’s a wonderful technology that could allow millions more people to realise their creative dreams. Many of my friends think it’s just a search engine that will take their job.

But I can imagine two very different futures for AI:

In one, we’re increasingly boxed in by algorithms consuming media tailor-made for an audience of one, rarely encountering anything unexpected. Contact with other people or the real world is limited.

Court portrait of the Tianqi Emperor in yellow dragon robes, seated on a throne in front of a dragon screen
The Tianqi Emperor (reigned 1620–27). Ming court portrait, public domain via Wikimedia Commons.

I sometimes think about the Tianqi Emperor, a Ming emperor who loved carpentry. While he happily made elaborate wooden objects, his eunuchs took control of the government, persecuted their enemies and looted the empire. He was the most powerful man in China, but lost control over what was happening outside his workshop caught up in the joy of woodworking; distracted by pleasure.

I worry we could all end up a bit like him. Surrounded by extraordinary technology, able to make almost anything we can imagine, our every want catered for, but increasingly isolated and unaware of what’s happening outside our little palaces.

Tianqi’s creativity wasn’t enough. You can spend your whole life making beautiful things and still be cut off from the world. We need friends, shared experiences, other people to surprise us and occasionally drag us into things we’d never have chosen ourselves. 

I used to love social media. Keeping up with friends and family was a pleasure. Somewhere along the way it became an endless stream of content from strangers, designed to keep us watching. It’s strange we have these extraordinary devices for connecting people, yet so much of what we do with them is solitary.

I think AI could take this much further in either direction. We could disappear into perfectly personalised pleasure palaces, or we could have more time for people we care about, more opportunities to make things together, and more ways to express ourselves.

I like the idea of AI as a companion and guide that coaxes us into doing things; points us in the right direction and sets us up with people we’ll get on with. Rather than one that does everything for us. Something that encourages us to get out into the world rather than making it so comfortable at home that we rarely leave.

Looking back, I think this is a thread running through a lot of the things I’ve made. They’re quite different projects, and some are frankly ridiculous, but I like making things that give people a little more control over technology, help them connect with one another, or are simply fun to share.

David Graeber said “The ultimate, hidden truth of the world is that it is something that we make, and could just as easily make differently.” That’s true and I’d like to help create a wonderful, optimistic future. 

I’ve been creating a lot with AI recently, mainly for friends and family or just to amuse myself.

I also made some things for Suno and for hackathons.

I’ve been thinking a lot about attention and motivation. Looking back at this I think the through line is taking control of life online (which is just life nowadays). Or perhaps just living on your own terms.

I’d much rather spend my time making things that get people out of their little palaces than making the palaces more comfortable.

The CULTURE, 

long united, must divide,
long divided, must unite

Here are some of the things I’ve made. You can also find my pre-AI projects at the bottom of the page. 

Blocket

I actually love the medium of advertising. 

The imagery and copywriting. 

Condensing a complex idea into its purest form.

So I made a social ad blocker.

It swaps ads for things your friends and family made. People can upload photos, drawings or AI-made ads, which then appear around the web for their friends.

I like the thought of seeing an advert for a friend’s games night this Friday, a new dog announcement, or something silly in the middle of a news website or Twitter.

Ads Value

I was watching YouTube with my nephew when an advert for a toy came on.

The instant it finished he wanted one.

My brother asked, “Why can’t we make ads for broccoli like that?”

So I made a Chrome extension that replaces YouTube ads with videos I made for myself.

They encourage me to go to bed earlier, stop doomscrolling and eat broccoli.

You Snooze You Lose

Why do I wake up to an industrial siren? 

I made an alarm clock app that wakes me up with voice notes from friends and family. 

They often start sweetly and get progressively angrier when you press snooze. 

We can send each other music. Also it costs money to snooze.

Shush!

Mute annoying people IRL

Shush is an iPhone app that selectively mutes annoying people. 

It uses AI to recognise people’s voices and plays music or relaxing sounds over them in your AirPods.

Unison

This is something I’d wanted to build for years but couldn’t get working. 

Then I found an open-source project by Freeman Jiang that solved the main problem, so I tried again.

Unison splits a song into different parts. Everyone in a room scans a QR code, and each phone plays a different part through its speaker. 

With the right song, it sounds like a little band. 

To hear the whole thing, you have to be together.

Skip

A podcast player that automatically skips the ads.

Because life’s too short to listen to podcasters shilling mattresses.

Blackmail

An app I made to force myself to use my phone less. I took some embarrassing photos of myself and gave the app permission to blackmail me into putting my phone down.

Rory Sutherland called it genius. The App Store reviewers’ verdict was “rejected”.


NES Hotline

I remember calling the Nintendo hotline when I got stuck in Zelda. I recreated that feeling as an iOS game. It’s 1990, you work on the Nintendo helpline, and kids phone you because they’re stuck in their favourite games. You have to talk them through it.

World Fighting League

A Pokémon-style game for me and my friends. Take a photo of any object and turn it into a fighter with random stats, then battle in a WhatsApp group. My toothbrush versus Al’s spider versus Sophie’s hairbrush. We crown a weekly champion.

I want to add commentary, news reports, podcasts and AI-generated blogs that discuss the fighters’ lore in absurd detail.

Language learning is my hobby. I lived in China for half my adult life, which gave me a strong reason to learn Chinese. Since leaving, I’ve had to manufacture that need.

A few language experiments

An app blocker that forces me to win an argument in Chinese before I can open distracting apps.

A keyboard that makes me type in Chinese to reply in English. An app that clones my voice so I can practise shadowing myself. And a memory-palace experiment that overlays 3D objects and imagery on Apple Maps.

“We live in a world where there is more and more information, and less and less meaning.”Jean Baudrillard, Simulacra and Simulation

I think about TV news a lot. I love the 1990s news aesthetic: the graphics, the urgency, the suggestion that history is unfolding live. It becomes funny when you apply it to the tiny events in a family’s life.

One problem with social media is that there isn’t enough content from people you know, so you end up watching strangers. Soon that may turn into personalised AI slop with an audience of one. But I think there’s another possibility, and the inspiration comes from TV news.

Twenty-four-hour news had the same problem: there wasn’t enough news to fill the hours. So broadcasters went out and looked for stories.

Me News Network (MENN)

Friends and family send in videos, pictures, texts and voice notes. An AI reporter turns them into a bulletin and gets reactions.

When it works, it’s genuinely funny. A kid scoring a goal at football gets treated as a world-historical event—which, to a small group of people, it is. I think it’s a glimpse of a personalised, sensational, but not exploitative social-media future.

Wildlife News

My niece is obsessed with local wildlife, so I made her a daily news show. It gathers wildlife data, collects bird calls and produces a very serious two-minute report on what’s happening outside.

Diffusion hasn’t really happened yet. I keep thinking about positive uses for AI, beyond making more content. Here are two experiments.

Spotting brick kilns from space

I was haunted by what I read about forced labour in South Asian brick kilns. Volunteers have spent years searching satellite photographs for the telltale shapes of kilns. Those locations can help NGOs decide where to investigate.

I tried automating the first pass with vision models. I’m cleaning it up to share with a charity. Similar tools could help find illegal logging, polluted rivers and all sorts of other problems. The underlying technology is becoming cheap and widely accessible.

Seeing yourself succeed

I used to be a teacher. It was painful to see children who were socially excluded and not know how best to help. Some struggle with joining a game or starting a conversation.

Video modelling teaches behaviours by showing someone successfully doing them. There’s research suggesting that watching a video of yourself performing a target behaviour can help some children develop social and communication skills.

Generative video could make those examples easier to tailor to a particular child and situation. I’m trying to set up a study to test whether that actually works. It feels like a natural fit for the technology, but it needs proper evidence.

I’ve always liked experiments that turn an idea into something people can actually use.

Training Data

A WarioWare-style game I made for @levelsio’s game-building competition. It came second out of more than 1,500 entries. It’s really fun.

Before AI

Suno
SunoVarious projects for Suno exploring AI music
Bufferi.ng (acquired)Fake a bad connection on Zoom
TwikTwokTwitter + TikTok = TwikTwok
FuckOff.yt
FuckOff.ytTell YouTube ads to Fuck Off
P-Block — Product Hunt Silver Kitty award
P-BlockProduct Hunt Silver Kitty winner
🏠
SwipeMove.homesTinder for real estate
🤖

🌳 MpTree — This Song Plants Trees

A few years ago I uploaded a spoken-word track about tree planting to Spotify. The idea was that the money it generated in royalties would go to planting trees. People could add it to playlists to offset their listening.

4.2 million streams later, it’s been featured in media all over the world and has a dedicated pool of listeners.

42,000trees planted
4.2M+streams
6languages

Planted in Kenya, Madagascar, Mozambique and Haiti

Bufferi.ng — Fake a bad connection on Zoom

“So many people spend their working lives doing jobs they think are unnecessary.” David Graeber, anthropologist and author of Bullshit Jobs (1961–2020)

Bufferi.ng helps you fake a bad connection on Zoom.

Suffering from Zoom fatigue?
Sick of meetings, get-togethers and conferences?
Boss asked a difficult question on video chat?

Bufferi.ng gives you a simple way to stutter your webcam and distort the sound.

P.S. It works on MS Teams, Skype and anything else that uses your computer’s webcam.

The passive-aggressive fightback starts here.

Featured in The Sun, Daily Mail, Hypebeast, El PaĂ­s, Les Echos and T3

What people said

Product Hunt

Product Hunt

The place to discover your next favorite thing

Bufferi.ng - Avoid pointless meetings | Product Hunt

The Sun

The Sun

Britain’s best-selling newspaper

ZOOM OUT Genius Zoom app lets you fake a bad connection to avoid boring work calls

Vice

Vice

Vice

TwikTwok captures a little bit of the joy that Twitter has lost

Daily Mail

Daily Mail

Most visited English-language newspaper website in the world

Bufferi.ng is a filter that fakes a bad connection on Zoom so you can get out of meetings

Shaan Puri

Shaan Puri

@ShaanVP

You’re a mad man and I like it

Ryan Hoover

Ryan Hoover

@rrhoover

PRODUCT OF THE YEAR:

A tool to avoid pointless meetings by faking a bad connection on Zoom

Rory Sutherland

Rory Sutherland

Vice Chairman, Ogilvy Group

Very naughty

Gabe Whaley

Gabe Whaley

Founder: MSCHF

haha this is great :)

Silver Kitty Award
Product Hunt
Silver Kitty
winner
levelsio
@levelsio
Vibe Jam
2nd place
Reddit
Reddit Devvit
Hackathon
Runner Up
Suno
Suno
Hackathon
2nd Place

I have a lot of thoughts and ideas about what a mutual friend might look like and behave.

I’d love to talk about this with you, and to hear about the work you and the team at Eigen are doing.

If you’re interested, send me a calendar link.

Thanks for reading, 

Matt

Or send a message

Contact

Hi, I’m Matt Gordon.

Email: matt@mattgordon.xyz

WhatsApp: +44 7394 096555

QR code that opens a WhatsApp chat with Matt
Scan to WhatsApp

Send me a message

Matt

RudeCaptcha, featured on Loadmore

Get in touch

QR code that opens a WhatsApp chat with Matt

WhatsApp

Scan with your phone’s camera

Email

matt@mattgordon.xyz

Or send a message