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Getting Qubi ready.
Model families

Llama on
your own hardware.

Llama is the default answer to “we need to run this ourselves” — not because it always wins on capability, but because it has the deepest tooling ecosystem of any open-weight family, and on a self-hosted deployment the tooling is most of the work.

All Model Families →
Pixel illustration for Llama, Self-Hosted: a local server cabinet with an ownership key.

Specification

Provider
Meta, United States
Weights
Published and downloadable
Licence
Meta's community licence, not OSI open source. Commercial use is permitted with conditions, including an attribution requirement and a threshold on monthly active users above which separate terms apply. Read it; it is short, and it is not Apache-2.0. As of the version current at the time of writing; confirm against the provider's current terms. Not legal advice.
Sizes
A range from small models that run on a single accelerator to large ones needing a multi-GPU node
Ecosystem
The broadest of any open family — vLLM, Ollama, llama.cpp, quantisation formats, fine-tuning toolchains, cloud model catalogues
Where we use it
On-premise and private-cloud deployments, and as the baseline any other open model has to beat

Provider-published specifications as of 1 September 2026, not figures we measured. Model families move quickly — check the provider's own documentation before committing to a number.

Why the ecosystem is the argument

On a hosted API the model is the product. On a self-hosted deployment the model is one component of a system that also has to do batching, KV caching, quantisation, tensor parallelism, health checks, GPU scheduling, upgrades and rollback. Llama's advantage is that every one of those has a well-trodden path, several implementations and a large body of people who have hit the failure mode before you.

That matters more than a benchmark point. A model that scores marginally higher but has one immature serving implementation will cost you more in engineering time than the difference is worth, and it will cost you more again the first time you need to debug throughput at two in the morning. When we recommend against Llama it is usually because a specific capability requirement points elsewhere, not because the deployment story is better anywhere else.

The licence deserves ten minutes. It permits commercial use and it is not restrictive for the overwhelming majority of deployments, but it is a bespoke licence rather than a standard one, it carries an attribution obligation, and it has a scale threshold. If you are building a product on top of it, have someone read it who is qualified to. If a permissive standard licence is a hard requirement — and for some procurement processes it is — Mistral publishes Apache-2.0 options.

The practical levers

  • Pick the size from the task, not from the headline.

    The mid sizes handle the overwhelming majority of production work, and the difference in hardware between a mid-size model and the largest is the difference between one node and several. Test the smaller one first; the result is frequently that it was enough.
  • Quantisation is the cheapest capacity you will buy.

    Running at eight or four bits cuts the memory requirement proportionally, and on many tasks the quality difference does not register on a real evaluation set. It has to be measured rather than assumed, and measuring it takes an afternoon.
  • Serving configuration outweighs model choice.

    Continuous batching, paged attention and prefix sharing decide how many concurrent users a node supports, and the gap between a naive loop and a properly configured vLLM deployment is a multiple rather than a percentage. See inference optimisation.
  • Distil where the task is narrow.

    Using a large model's outputs to train a small one converts capability you are renting into capability you own. Check the licence permits it for the specific model you deploy.

Where we would choose something else

Where a standard permissive licence is a procurement requirement. Llama's community licence permits commercial use but is bespoke, carries attribution obligations and has a scale threshold. Mistral publishes Apache-2.0 options and typically clears a standard open-source policy far faster.

Where reasoning-heavy work dominates and inference economics matter, DeepSeek's mixture-of-experts design frequently wins on throughput per unit of compute. Where the deployment has to span an edge device and a server with one tokeniser, Qwen's size ladder is the better fit.

And where nobody wants to operate inference infrastructure at all, a hosted API is cheaper once you price the people honestly. Self-hosting is a standing commitment, and we would rather say that in the first meeting than in the retrospective.

Questions

Questions about Llama, Self-Hosted.

Is Llama open source?

Not by the OSI definition, and the distinction is worth keeping straight because procurement sometimes cares. The weights are published and commercial use is permitted, which is what most people mean when they say open. But the licence carries conditions a standard open-source licence does not, including attribution and a user-count threshold. “Open weights” is the accurate term.

What does it cost to run?

Dominated by GPU capacity and the people who look after it, not by anything per-token. That flips the economics against hosted APIs only above a certain sustained volume — below it, you are paying for idle hardware. We work the crossover out explicitly rather than assuming it; see GPU sizing and cost.

Llama or DeepSeek for self-hosting?

DeepSeek tends to lead on reasoning-heavy work and has favourable inference economics from its mixture-of-experts design. Llama has the deeper tooling ecosystem and a US-domiciled provider, which some organisations' governance policies prefer. Both are credible; we benchmark both when the decision is open.

Self-host it
properly.

Serving stack, GPU sizing, evaluation and upgrade path — the parts that decide whether it stays up.

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