Frontier AI research is easy to under-sell. Unbox AI's BehaviorGPT — a behavior-to-behavior foundation model that predicts and generates human actions and wants — needed a story that made a deeply technical idea land with business, research, and investor audiences alike.
With a fast-moving European speaking tour underway, the team needed a landing page on the same timeline. I translated the keynote material into a clear visual direction and delivered the site in time for the tour, built to introduce the model to business, research, and investor audiences at once.
Role
I led web design, shaping how an emerging foundation model is introduced and explained — and delivering it on a tight, tour-driven timeline.
What shipped
- Delivered a launch-ready site for the BehaviorGPT model, on time for an investor tour.
- Defined a clear story for an emerging behavior-to-behavior foundation model.
- Translated keynote material into a cohesive visual direction for the site.
- Built the experience to speak to business, research, and developer audiences at once.
Selected decisions
- Led with the model's plain-language promise — generating human actions and wants — front and center.
- Structured the site for multiple audiences, with clear paths for business, research, API, and support.
- Kept the brand light and minimal — soft purple accents over generous white space — so nothing competed with the one idea.
- Turned dense keynote material into a digital story that holds an investor's attention.
Walkthrough
A closer look
The site opens on the plainest possible statement of a complex thing — a behavior-to-behavior foundation model generating human actions and wants — because the first job was comprehension, not persuasion.
It then translates the research into a reason to care: behavior drives business, and predicting the next step of customers, suppliers, and employees is the value — stated before any architecture is mentioned.
Use cases by industry — retail, service, workforce — give different visitors a concrete hook, so a non-expert can see themselves in it within a few seconds.
A comparison to ChatGPT and Stable Diffusion does the heavy lifting by analogy — related technologies, different purpose — a quick way to place an unfamiliar model against ones a reader already knows, with the founders' research credentials there to back the claim. All of it shipped in time for the speaking tour.
