Making agentic AI usable.
I'm Azmi Hayaza. I run managed AI agents that do real jobs for professionals — so you keep the thinking and hand over the rest.
Sixteen years spent making complex technology usable for people who never wanted to think about technology. Agentic AI is the same test, on a bigger scale.
The professionals who've put agents to work are pulling away from the ones who haven't — faster than anyone expected. That gap is what my work exists to close.
Posts
What agentic AI actually does in production, not in demos.
About
Sixteen years across startups, marketing technology, and analytics — building products from zero to scale, and running the measurement that kept them honest.
The lesson that stuck: technology is easy to buy. Usable is the work.
Agentic AI is the biggest shift I've seen since. Getting your hands on one is no longer the hard part — there's a new agent every week now. Getting one to reliably do your actual job still is. Setting it up, connecting it to your real accounts, deciding what it's allowed to touch, noticing when it quietly gets something wrong: that's not a product problem, it's an operating problem, and it lands on the professional who just wanted their Tuesday back.
I saw the same pattern at scale when I co-founded Forstok, an omnichannel selling platform used by over 1,000 Indonesian D2C brands — including many of the country's largest — to run every sales channel from one system, integrated with the five major marketplaces they sell on and backed to pre-Series A.
That's the work now. Not software you configure — agents I run, doing real jobs end to end: the inbox, the follow-ups, the research, the reporting. Agents handle the work, so people keep the thinking.
There's a gap forming, and it's moving faster than anyone expected. My answer isn't to sell urgency. It's to make the next step as easy as the decision.
Field notes, by email
What I'm running, what works, what breaks. Sent when there's something worth sending — no cadence promises.
First in line when Attaché opens.
Say hello
Building something, or want your agents run for you — either is a good reason to write.