Start a conversation
Start a conversation

The Lab

Where ideas get tried.

This is where I test what AI makes possible on real problems, before I recommend it to anyone. It produces proof, services and, now and then, a company.

Read the notes

“I never learned to code, yet I built and launched Astia Web by prompting, testing and iterating until it was right. It taught me more in months than years of reading about it would have.”

Marco Rosso

From experiment to company.

  1. Experiment Testing

    Try it

    A real problem, tested with AI on real material. Shared as a Field Note, whatever the result.

  2. Service Live

    Offer it

    When it works repeatedly, it becomes a Build module in AI in Practice.

  3. Venture Venture

    Spin it out

    When it passes the venture test, it becomes a company with its own brand: a Rosso Consulting company.

01 — Current Lab

What exists today.

Testing
Being built or trialled on real material.
Live
In use, with clients.
Venture
Operating under its own brand.
  • Venture

    Astia Web

    Websites for hotels and small businesses: brand guide, custom site, every change and every language for CHF 150 a month per site. Built and run with AI, with paying customers.

    A Rosso Consulting company

    Visit Astia Web
  • Live

    AI-built brand guides and websites

    The method behind the Hotel Association Zanzibar, THE VIEW Lugano and Francorosso work, now offered as Build modules in AI in Practice.

    See AI in Practice
  • Testing

    AI audit toolkit

    Distribution consistency, guest sentiment, and search and AI visibility, being prepared as Build modules.

The venture test. All four must hold.

  • Repeatable need

    The problem recurs across many clients in a similar shape.

  • Productised delivery

    It can be delivered as a standard service, not bespoke work.

  • Working economics

    The numbers work at the scale the market supports.

  • Its own brand serves better

    The market trusts it more under a dedicated name.

How an experiment runs.

  1. 01

    Ask one question

    Write down what the experiment should prove before starting.

  2. 02

    Use real material

    Test on real hotel content and data, not demos.

  3. 03

    Time-box it

    Set a deadline, so the effort stays proportional to the question.

  4. 04

    Decide and share

    Turn it into a service, or close it and keep the lesson. Then write the Field Note.

Got a problem worth trying?

If you have something that should be tested on real material, I would like to hear about it.

Start a conversation Read the notes