"It was obvious to us that 10,000 other people were going to go do the content thing," he says. For Ghetti, those "flashiest" uses missed the most important questions: how could we use technology to truly understand our own digital footprint, our own precious data? More importantly: if we got there, how would we control those treasure troves, so that we weren't putting the big AI labs like OpenAI in charge of our own "personal worlds"?
