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A product strategy leader focused on integrating AI into products, services, and…
Articles by Edmundo
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Dang! Sequitur Honored by TypeWolf
Dang! Sequitur Honored by TypeWolf
We look at TypeWolf daily, so we're especially honored to be chosen as their site of the day today. Definitely give…
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Climbing Mountains & Slaying Dragons
Climbing Mountains & Slaying Dragons
Or, how telling better stories can make you a better businessperson. By simply putting effort into telling a good…
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New Sequitur Site Gets Noticed
New Sequitur Site Gets Noticed
We quietly launched our new site a couple weeks ago and have have unexpectedly gotten a bit of attention—an honorable…
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4K followers
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Edmundo Ortega shared thisI’m really happy to say that I’m starting a new thing. Late last year Sarah, Steve and I started asking ourselves how we could really nail it for companies who were struggling to get value from today’s messy AI landscape. Our insight, from years of experience trying to identify, design, and build AI products is that fundamentally, we're not facing a technology problem—it’s actually a product problem. So we set out to design the ideal AI product development process, using an AI-native approach. It’s pretty rare that you get a chance to fully reset, using your whole team’s wisdom and experience, keeping the good stuff, throwing out the bad stuff, and inventing some new approaches that are available for the first time. We’ve been keeping things under wraps as we worked out the kinks and built our confidence. But we’re finally ready to unfurl our welcome mat. The new company is called Machine & Folk. It's all about people and machines working together to build the new intelligence layer that all business will need to compete in the next decade. We’re honored to be working with clients like Unilever, Chanel, and L’Oréal who share our vision of rapid innovation and embrace our practical, results-driven approach. If you want to learn more about how we work and where we're finding success, hit me up. I'm in NYC this week so we decided to have a little get-together tonight to talk AI and the future of intelligence at work. If you're in town and want to have a quick drink after work with us, check out the comments for a meetup link.
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Edmundo Ortega shared thisWayvHello is like a sister from another mister. We are completely aligned on how we approach and execute on projects. This podcast is bound to be amazing (and I'm not just saying that because I'm a guest).Edmundo Ortega shared thisAmbition is easy. Delivery is hard. This is how the best do it. Desk Jobs & Glory is a new podcast that offers a rare glimpse inside how real digital transformation gets done in the world’s most complex companies. Hosted by me, and my good friend and co-host, Sean Sankey, the series features some of the brilliant leaders we’ve worked with at Wayv Hello. These are people know up close: no theatre, no BS, just sharp minds navigating the real complexity of digital, product, data, and AI inside large organisations. First Episode out Monday! 🎧 https://lnkd.in/eQexfypr 📌 Follow now to catch the first drop Season 1: 🎙️ Vincent Arcin, CHANEL On the practical steps to evolve a 115-year-old brand. 🎙️ Dr Barb Wixom, MIT CISR (MIT Center for Information Systems Research) and author of 'Data is Everybody's Business', on what actually works in digital transformation. 🎙️ Edmundo Ortega, Machine & Partners On where AI genuinely helps people do better work. 🎙️ Alexander Knigge, Modon On leading large-scale transformation with a people-first mindset. 🎙️ Alex D., Curative On turning a pandemic response into lasting system change. 🎙️ Dan Reed, KPMG UK On digital leadership and building a career that works for your family too. 🎙️ Paul Rice, Founder Fair Trade USA On building one of the most trusted ethical certifications in the world. 🎙️ Yolande Abeling, Cisco On positive psychology in transformation and tech. 🎙️ Simon Elliston Ball, Unity On real-time 3D and what great product leadership really looks like. #DigitalLeadership #EnterpriseTransformation #DeskJobsAndGlory #AIStrategy #AIdesign
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Edmundo Ortega shared thisOMG. There are so many opinions about how to get value out of AI. You know what the world needs? Yet another opinion! Next week I'll be hosting a webinar about what I wish every business leader knew about AI strategy. If you can't make this one, don't worry, we'll do it again before the end of the year.Edmundo Ortega shared thisYour competitors are spending big on AI. Some smart. Some… not so much. Find out how to be in the first camp. Next week, October 22 at 12pm PT — our founder Edmundo Ortega leads our webinar: Design your AI strategy with Machine & Partners. There is no playbook for AI transformation, but you can chart a course. Join us to find out how. Register now at https://lnkd.in/eUvMEBgt We're Machine & Partners, a boutique AI consultancy. 🌐 Check out our website www.machineandpartners.com 📩 Sign up for our newsletter Release Notes https://lnkd.in/gahMW4An 📆 Book time with our founder Ed Ortega here https://lnkd.in/g5wcQ2qA
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Edmundo Ortega shared thisEvery once in a while the paradigm shift we're seeing with AI comes into sharp focus for me. Today was one of those moments when Pedro, one of our brilliant engineers, demoed the internationalization features he's been building. If you've every had to deal with internationalization you know how painful it can be. We had a non-trivial consumer-facing product translated into 3 languages in a week. Pedro subsequently built an entire translation management console that lets us auto-translate to any language (seen below is a non-validated first pass in Hangul) and then included a human-in-the-loop feature to effectively crowd source refinements. We're using AI for the translation but also as a coding assistant and UX designer to deploy features like this that once wouldn't have be worth the effort.
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Edmundo Ortega shared thisI'm so lucky to be able to work with the smartest and coolest people. Today, Mark, one of our PMs demoed an MCP server he built to extract value out of our many hours of product research calls. Of course the first thing he asked was: "Should we have Ed in these meetings or not? Does Ed add or detract from meeting quality?" I bit my nails as we all waited for the results to be generated...
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Edmundo Ortega shared thisMachine & Partners is looking for bad-ass product designers and software engineers. We want to pay you well for doing the hardest, best, and funnest work of your life with the most talented team you've ever worked with. We are applying AI to solve problems that nobody has yet solved for companies across industries. We are looking for people who want to take ownership of their work (don't love having a boss telling them what to do), are driven by curiosity (can't help but look for a better way), operate with respect and humility (care and are cared for by their peers), and generally give a sh*t about their work (aka act like a craftsperson). You should have a decade of experience or more in your field and be ready to grow a lot. If that's you or you know someone that sounds like that, connect & DM with me.
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Edmundo Ortega shared thisCheck out Eric Porres' self-analysis of his ChatGPT usage. He's even shared his python script to create a similar chart from your own data. It's amazing to see the quantity of behind-the-scenes messages that get generated on your behalf.
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Edmundo Ortega shared thisTL;DR on the ChatGPT 5 announcement: It seems like a nice improvement on the previous models. It automatically selects the mode (e.g. whether to "think"), significantly improves coding capabilities (including offering a vibe-coding experience), has nicer voices, some nice new API features, and FINALLY allows you to change the colors of the chat bubbles. Once again, the frothy hype around ChatGPT 5 being the dawn of AGI was completely overblown.
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Edmundo Ortega shared thisI'm going to file this under the "tools I love" category: Subframe. Long story, but I remember the first time I used Figma. After about five minutes I thought, "holy shit, everything is about to change." Once in a blue moon I use a product that may not be perfect and polished, but is so clearly an artifact from the future that it makes me question why we ever did it the "old" way. I have absolutely no stake in this company and nothing to gain by saying this, but: Subframe (or something like it) is the future of UX design. Let me explain why. First of all, Figma is amazing. But it's flawed. It's based on vector design. Everything you "draw" on the canvas is represented internally by "lines" that are stored in a drawing file format. That's amazing because you can design everything from club flyers to iPhone apps on it. But it also makes it super clunky to get from design to production for the 89% of use cases we all use Figma for: Web apps. Subframe embraces how we actually build products. Instead of representing the design in lines, it represents it in React code. The design IS the product in many ways. You build with your design system components and create new ones as you go along. Additionally, it's powered by AI, so it's the design equivalent of vibe-coding. It's vibe-designing. It's not all rainbows and pain-au-chocolats though. Because it must literally code everything on the canvas, some things in the designer's imagination might be impossible to represent. But it's early days, and the trade-off is rewarded by being able to hand off design-system compliant React code to your developers. The potential for productivity gains is hard to get your head around. If you're a designer or developer, check out Subframe and its founder Filip Skrzesinski on LinkedIn and try out the product. They are nailing it.
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2w
Smart move, Logitech! The business world needs people like you, Eric, to sort out the value from the B.S.
Edmundo Ortega replied to a comment
2w
Palak Forbes this depends on how technical folks are. GitHub makes sense, but it is not "easy". If you have someone with coding experience, I'd suggest vibe coding the exact solution you want (maybe try Vercel's V0). If that sounds scary, then you're probably stuck with trying to find an off-the-shelf tool.
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Edmundo Ortega liked thisEdmundo Ortega liked thisI've stepped into the role of 𝗖𝗵𝗶𝗲𝗳 𝗔𝗜 𝗢𝗳𝗳𝗶𝗰𝗲𝗿 at Logitech. The title is new. The work isn't. For the past year as Head of Global AI, I've been focused on turning AI from a collection of experiments into actual operating capability: adoption frameworks, workflow redesign, executive enablement, agentic systems, and the trust infrastructure that makes any of it scale. That work continues. The mandate just got wider. Three things I'm focused on: 𝗔𝗱𝗼𝗽𝘁𝗶𝗼𝗻 𝘁𝗵𝗮𝘁 𝗺𝗲𝗮𝘀𝘂𝗿𝗲𝘀 𝘄𝗵𝗮𝘁 𝗺𝗮𝘁𝘁𝗲𝗿𝘀: consistency, intensity, creation, impact, breadth, and training. Not logins. 𝗪𝗼𝗿𝗸𝗳𝗹𝗼𝘄 𝗿𝗲𝗱𝗲𝘀𝗶𝗴𝗻, 𝗻𝗼𝘁 𝗯𝗼𝗹𝘁-𝗼𝗻 𝗮𝘂𝘁𝗼𝗺𝗮𝘁𝗶𝗼𝗻: AI strapped onto a broken process gives you a broken process, faster. 𝗧𝗿𝘂𝘀𝘁 𝗮𝘀 𝗶𝗻𝗳𝗿𝗮𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲: risk, privacy, policy, compliance, and controls aren't the tax on AI adoption. They're the foundation for it. The gap between "AI can do amazing things" and "AI reliably does useful things inside a 7,000-person iconic global brand" is where the real work lives. That's the gap I'm here to close. Grateful to the Logitech leadership team for the trust and the mandate. Looking forward to what comes next. #AI #EnterpriseAI #CAIO #Logitech #AIStrategy Hanneke Faber Jay Wilder
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Edmundo Ortega liked thisEdmundo Ortega liked thisStill buzzing from speaking at (and experiencing) the fantastic The Marketing Club AU/NZ careers in marketing event last night. It was a privilege to join a panel with Chris Asahara, Sindy Ward and Harvey H.: all amazing professionals who shared honestly and insightfully from their incredible careers to a room full of up-and-coming marketing talents. TMC's founder, Chanel Clark, led the event in her wedding dress: she got married this week! I got to sit in the audience and enjoy the earlier panel of Ashley Bautista, Cristal Tavares, Azriel D'souza, Melinda Valerie W. and Brittany Oliver with similarly outstanding war stories and insights from their careers. I have some seriously great conversations before and afterwards, including legends Stanley Henry and Stu Lees. I met so many cool people. Big thank you to The Attention Seeker for hosting us and to TMC, as always, for everything you do for our industry. Two takeaways: 1. The detour is the way: the panels were filled with people at the top of their game. None of them had linear career paths. Enjoy the ride, seize the opportunities. 2. Live and work in abundance: Sindy talked about knowing your worth when you're negotiating your salary. Make sure you don't act desperate, always act like you have plenty of options (even if you don't). Extra special thanks to Alex Kim for the stunning photography.
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Edmundo Ortega reacted on thisEdmundo Ortega reacted on thisI’ve led design at frog design, Uber, Meta AI and Tinder. Over the years, I’ve worked with a lot of early teams who are close — but not quite there. The product works. People try it. They just don’t come back. Usually it’s not a feature problem. It’s focus. That's why I'm excited to share that I've opened a limited number of slots to help founders and leaders navigate ambiguity with clarity on Intro. In one session, we’ll identify the core loop, cut what’s diluting it, and make the experience feel intentional. If you’re building 0 to 1 or scaling a design team through uncertainty, this is for you. 100% of my proceeds go to support immigrant families. Link to book is in the first comment.
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Edmundo Ortega liked thisEdmundo Ortega liked this20+ years ago, I began a campaign to stop the racial profiling of immigrant communities with a character called #BrownJesus. It was recognized by the #AIGA as a “Work of Excellence” in 2005 and accompanied Cheech Marin's Chicano Visions art exhibit at the De Young Museum in San Francisco. On Friday, January 30, 2026, I attended a rally in Dolores Park, bringing BrownJesus with me as a statement and reminder that the fight is ongoing… follow on IG @hellabrownjesus | brownjesus.com
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