Aug 2026 — Azmi Hayaza

Usable is the work

Sixteen years in marketing technology has taught me a lot of small lessons and one big one: technology is easy to buy. Usable is the work.

I've watched teams buy the most powerful platform in their category and quietly stop using it within a quarter. The software wasn't the problem. The onboarding was. The dashboards were built by engineers who think in feature matrices; the people who needed them thought in Tuesday afternoons.

Co-founding Forstok taught me this from the inside. The platform lets brands across Indonesia run every sales channel from one system — listing, stock, pricing, orders. Powerful, and only as good as whether a merchant's team could actually live in it. Every design decision came back to the same question: will this work at 10pm when the shop is closing and the stock count is off?

Agentic AI is the most powerful thing I've seen since, and the least accessible. The raw capability is astonishing. The wrapper is a weekend project — frameworks, terminals, prompt engineering, context windows. It demands precisely the skills and the time that the professionals it should serve don't have.

So making agentic AI accessible isn't a marketing line for me. It's the entire job. Accessible means it lives where you already work: Telegram, email, your calendar. It means no setup and no manual. It means the agent does the work, and the human keeps the thinking.

The gap is widening faster than expected

Here's the part moving faster than anyone thought: the gap between the professionals who've put agentic AI to work and the ones who haven't. It compounds. The people using agents get back hours, walk into meetings with the brief already written, and close loops while they sleep. The people still deciding whether it's real spend those same months on the decision.

Every platform shift rewards the early, competent user and taxes the late arrival. The agentic shift just moves in months, not years. I'm not interested in selling urgency; I'm interested in making the crossing as easy as the decision — so the gap doesn't get to decide who you become.

That principle is what I'm building now — Loopsmate, and managed agents for real professional jobs, where the whole point is that you never have to become the integrator. If that lands for you, the most useful thing you can tell me is where your week actually leaks. That's the roadmap.

The bet underneath all of it: the ceiling of agentic AI isn't model power. It's usability — and usability is a solved problem if you've spent sixteen years being embarrassed by how often it isn't.