History isn't a premade tapestry...we can form it. Make it. We just have to choose to make it. — Babel by R.F. Kuang

Earlier in July I realized we had the chance to create something completely new, something that better fits the future we see for human creativity and AI.

For five months, claai has been a place of big conversations about privacy, safety, identity, and ultimately creativity. We set out with a mission to protect creators' work from unauthorized AI use, and while that is a crucial piece of the future puzzle, we quickly realized it was a feature of a much bigger project.

Through hundreds of conversations with publishers, content creators, and IP owners, one thing became clear: their content wasn’t just data—it was alive. Their creations carried their passion, vision, and energy. Their works were living, breathing representations of their creativity—an extension of their brand and identity. That’s why Living Assets was born—because creators deserve more than protection from AI; they deserve tooling to thrive in the age of AI.

As we expanded our vision for Living Assets, it became clear that the direction we were heading was different from where we started with claai. This shift also meant parting ways with Elsa. I’m incredibly grateful for her contributions, and I know she will continue to do amazing things as she pursues new goals in Denmark.

Living Assets is not an evolution of claai—it’s something entirely new, born out of the desire bring creativity.

AI agents and assistants are undeniably reshaping how discovery works. SEO and platform-based discovery is being replaced by more intelligent tooling. Creators shouldn’t have to waste time optimizing their creations for the “algorithm”, managing licensing agreements or dealing with unfair revenue shares from platforms that take more than they give. They should be focused on what they do best: creating.

Living Assets is built for this future. We’re committed to helping creators keep their work protected, discoverable, and monetized in an increasingly AI-centric web. Our goal is to do this whilst making sure that privacy is hard-wired into every upload.

We said goodbye to claai’s HQ in Copenhagen and are moving onward, bound for the California sunshine. I’m excited to continue this journey with you as we put down roots for Living Assets in Los Angeles to be closer to our user base and investors. L.A.>> L.A.

We’re so incredibly grateful for the people and experiences that helped bring Living Assets to life.

On that note, you’ll still be able to occasionally grab a coffee with me in Lisbon and LA.