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Getting Qubi ready.
Technology

AI observability.
Silent failures.

A conventional service fails loudly: an exception, a status code, an alert. An AI system fails by returning a confident, well-formed, wrong answer with a 200 response. Conventional monitoring will not notice.

All Technology & Model Stack →
Pixel illustration for AI Observability: a diagnostic scope showing an illustrative waveform.

What has to be recorded

01

The full trace

Not just the request and response — every retrieval, every tool call, every intermediate model call, in order, with timings. An agent that took nine steps produced its answer somewhere in those nine, and without the trace you are debugging by re-running and hoping.
02

Model and prompt version

Which model, which version, which prompt revision produced this output. Quality changes when either moves, and without this you cannot correlate a complaint with a deploy — which is the first question anyone asks.
03

Cost per unit of business meaning

Tokens per request is a technical number. Cost per resolved ticket, per document processed, per user per month is the number that decides whether the system survives a budget review. Attribute at that level from day one.
04

Retrieval quality signals

What was retrieved, what rank the used passage was at, whether anything was retrieved at all. Most quality regressions in a RAG system are retrieval regressions, and they are invisible if you log only the final answer.

Detecting silent decay

Quality in a production AI system degrades without an event. The corpus grows and retrieval precision falls. Users start asking a new kind of question the system was never good at. A provider updates a model within a version. Each is gradual and none produces an error.

Three mechanisms catch it. A continuously running evaluation set — the same regression suite that gated the deploy, re-run on a schedule against production configuration, so a change in the model or the corpus shows up as a score movement. Input drift monitoring — tracking the distribution of incoming questions, so a shift toward unfamiliar territory is visible before the complaints arrive. And sampled human review, which remains the only method that catches failure modes nobody anticipated.

The last one is the one teams skip and the one that pays. A small number of outputs reviewed weekly by someone who knows what good looks like will find things no automated metric was built to detect, and it is how you discover the failure category you did not think to write a check for.

A practical setup

We instrument with OpenTelemetry so traces land in whatever backend you already run, rather than introducing a separate observability product for the AI part of the system. Where a dedicated LLM tracing tool adds value it is for prompt and output inspection, and it should complement your existing stack rather than fork it.

Everything is sampled deliberately: full traces on errors and on a percentage of normal traffic, metadata on everything. Storing every full trace including prompts and outputs is expensive and, where those contain personal data, creates a retention obligation you may not want (check with your DPO). That is a decision to make consciously and to write down.

Questions

Questions about AI Observability.

Can we use our existing APM?

For latency, errors and throughput, yes, and you should. What it will not give you is retrieval quality, output evaluation or cost attribution by business unit — those need instrumentation designed for them, which is why we treat it as an additional layer rather than a replacement.

Should we log full prompts and responses?

Sampled rather than everything, and with a retention policy chosen deliberately. Prompts frequently contain personal or confidential data, which makes an unbounded log a liability. Metadata on everything, full payloads on a sample and on errors, is the balance we usually land on.

How do we know quality has dropped?

Only if you are measuring it continuously. There is no signal in the infrastructure — the system returns a 200 either way. A scheduled evaluation run against production configuration is the most reliable automated mechanism for catching it, and sampled human review is what catches the rest.

You cannot fix
what you cannot see.

Instrumentation is cheap on day one and archaeological later. We build it in.

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