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Getting Qubi ready.
Resource

How to choose a model.
Constraints first.

Model selection is usually approached as a capability comparison and is usually settled by something else. Working the constraints first eliminates most candidates in an afternoon and leaves a shortlist worth testing properly.

All Resources →
Pixel illustration for How to Choose a Model: a rack of different optical lenses with sample cards.

The procedure

  1. STEP 01

    Where may the data live?

    The hardest constraint and the one that eliminates the most candidates. If nothing may leave your infrastructure, every closed model is out and the decision is among open weights. If a region is required, that determines which hosted paths are available. Settle this before anything else, because no capability argument overturns it.

  2. STEP 02

    What does the licence have to permit?

    Commercial use is table stakes. Beyond that: do you need to fine-tune, distil, redistribute, or embed the model in a product you sell? Some open licences restrict these. Some procurement policies require a recognised open-source licence rather than a bespoke one. Cheap to check and expensive to discover late.

  3. STEP 03

    What latency can the interface absorb?

    A user waiting inside your product is a different constraint from a nightly batch. This eliminates the largest and slowest models from interactive paths, and it frequently means a system needs two models rather than one.

  4. STEP 04

    What does it cost at your volume?

    Project realistically, including retries, evaluation traffic and conversational growth. At this point the shortlist is usually three or four candidates, which is a tractable number to test properly.

  5. STEP 05

    Now benchmark — on your task

    Build an evaluation set from real examples of your work, with correct answers. Run the shortlist. Compare on quality, cost and latency together. This is where public leaderboards are finally useful: as a source of candidates, not as the answer.

  6. STEP 06

    Design for substitution

    Whatever wins, put it behind an interface, keep the prompts portable and keep the evaluation set. You will run this procedure again within a year, and the second time should cost days rather than a rewrite.

Why leaderboards mislead

They measure general capability on tasks designed by other people. Your task is narrower and its distribution is different, and relative performance reorders on domain-specific work with a regularity that ought to be better known. A model leading on general reasoning can be beaten on your extraction task by something a twentieth of the price.

They also do not measure the things that decide deployments: cost at your volume, latency at your concurrency, whether the licence permits what you need, and whether the data may go there at all. A benchmark score is one input among six and it is the last one to consider, not the first.

The one thing leaderboards are genuinely good for is generating a shortlist — knowing which models are broadly in contention this quarter. Used for that and no more, they save time.

Questions

Questions about How to Choose a Model.

How big should the evaluation set be?

A hundred to a few hundred real examples with correct answers is usually enough to separate candidates decisively. Realism matters more than size: examples drawn from actual work, including the awkward ones, beat a larger set of clean invented cases every time.

How often should we revisit?

When something changes — a new release, a price change, a deprecation notice, or a shift in your own workload. Roughly twice a year in practice. If the system was built for substitution it is a short exercise; if it was not, that is the real finding.

Can we use one model for everything?

You can, and you will usually overpay for it. Most systems benefit from at least two: a small one for routine work and a larger one for the hard minority. That is a routing decision rather than a selection one, and it is where a great deal of cost saving lives.

Four constraints,
then a benchmark.

The shortlist is usually three candidates and the test takes two days. It is not the hard part.

30-minute technical call · no deck

Shipped & in build

Real work. Check it yourself.

What we built, what stage it is at, and a link to the live thing wherever there is one.

The updated yourOS homepage: Roxy’s open ring surrounded by bento cards for calls, voice, translation, building, design, apps and more.
The yourOS homepage on a phone, with its compact navigation, welcome film button and bento cards.
youros.tech — the homepage bento hero
Our own · coming soon

yourOS

yourOS is an operating system with an AI at its heart. You talk to it like a person, out loud or typed. It makes your calls, plans your days and works on your projects with a crew of agents, on your own private server. Our own product, built from the first commit; the waitlist is open.

What we built
  • Operating system
  • Roxy
  • Agent crew
  • Voice calls
  • App store
  • Website
Meet yourOS →
The Sonora homepage on desktop: a full-bleed dune landscape behind the headline “Transform Your Life with Sound”, with App Store and Google Play download buttons.
The Sonora homepage on a mobile viewport, showing the same hero reflowed to a single column.
sonora.com — homepage, 1440×900
Live · iOS · Android

Sonora

Website, backend and app assets for Sonora, a free AI sound-therapy app on iOS and Android published by Cognitive AI.

What we built
  • Website
  • Backend
  • App assets
Read the case study →
The updated Podswap homepage on desktop: “Grow on Instagram and TikTok for free, with real engagement from creators your size”, beside a tilted wall of exchange, tool and guide cards on a violet gradient.
The updated Podswap homepage on a phone, with its floating navigation, Instagram and TikTok engagement headline and tilted tool cards.
podswap.app — homepage, 1440×900
Five platforms

Podswap

Brand, website, prototype, apps on five platforms, the AI backend and the algorithm-intelligence pipeline for Podswap, a social growth engine that runs without a human in the loop.

What we built
  • Brand
  • Website
  • Prototype
  • Apps on five platforms
  • AI backend
  • Algorithm pipeline
Read the case study →
The unOpen.AI homepage introducing Roxy, a private AI assistant that remembers who you are.
The unOpen.AI homepage on a mobile viewport.
unopen.ai — homepage, 1440×900
Prototype · closed beta

unOpen.AI

In closed beta: Roxy, a private AI assistant with permanent memory running on infrastructure the user owns. Brand, site, product, backend and conversational design.

What we built
  • Brand
  • Site
  • Product
  • Backend
  • Conversational design
Read the case study →
coherence.com on desktop, headed "Intelligence that moves in phase with people".
coherence.com on a mobile viewport, reflowed to a single column.
coherence.com — homepage, 1440×900
Live

Coherence

Live at coherence.com: brand identity generated with AI agents we directed, the motion system and website for the group behind Sonora, AboutAI, WakeUp and MudShadows. Agent work remains in build.

What we built
  • Brand identity
  • Motion system
  • Live website
  • Agent work — in build
Read the case study →
The new Domain Booth homepage on desktop: the headline “Premium Domains. Serious Buyers. Proven Results.” beside the animated DB monogram.
The new Domain Booth homepage on a phone, reflowed to a single column.
Our build of the Domain Booth homepage — 1440×900
Live

Domain Booth

Live at domainbooth.com for DomainBooth, a premium domain brokerage: a new animated mark, every page redesigned and rebuilt with designed mobile layouts, and a custom CMS for its sales record, featured names, press and enquiries.

What we built
  • Animated mark
  • Every page redesigned
  • Designed mobile layouts
  • Custom CMS
Read the case study →
Who we have built for

Twenty-one years. Names you know.

Apps, platforms and campaigns for these teams, long before the AI work. Every one is written up on the work page — what we did, and where our part ended.

See all of our work →
  • BBC Good Food logo
  • Charities Aid Foundation logo
  • GAME logo
  • NatWest logo
  • Next logo
  • NSPCC logo
  • Tesco logo
  • Worldpay logo
  • Samsung logo
  • Sony logo
  • Land Rover logo
  • UAP Limited logo
  • Netflix logo
  • Amazon Prime Video logo
  • Mercedes-Benz dealerships logo
  • San Miguel logo
  • Biovene Barcelona logo
  • Seventy7 logo
  • Littlewoods logo
  • Smile logo
  • The Co-operative Bank logo