About us
We’re a group of designers and technologists with a passion for building great products at the intersection of AI and ethics.
Tracy Rocca
Tracy is a creative director whose interest lies at the intersection of ethics and innovation. With over 25 years of experience in Silicon Valley, she has founded multiple pioneering companies, created and designed industry-changing products, and directed design teams for Fortune 500 companies. Her specialty is bringing ground-breaking companies and products to life with a commitment to user experience. Tracy’s current work is focused on responsible AI and design systems in cybersecurity.
Aaron Abentheuer
Aaron is a designer and founder based in London.
As a technologist with a background in design, Aaron is focussed on building AI-enabled products that meet real-world human needs. Together with Gabriel Mitchell, he founded New Material in 2019, an AI product studio with clients including Ford Motor Company, and Rafael Nadal. Before, Aaron worked at IDEO, a design and strategy consulting firm, building ventures and driving innovation for clients like Meta, H&M, IKEA, and Bosch.
Gabriel Mitchell
Gabriel is an entrepreneur and product designer with a background in HCI. Over the past 7 years, he’s founded several companies in the AI/ML space along with Aaron Abentheuer. Including an award-winning data anonymization app with over 100K downloads worldwide, an injury prevention application with Rafael Nadal, and an AI R&D studio building security applications for Ford commercial vehicles.