The birth of Zetamotion

What inspired you to start Zetamotion, and how did your background in technology and ethics shape the company’s foundation?

Zetamotion started as a typical deep-tech company with amazing tech and innovation in AI before the topic got cool. And much like it is the case with other deep tech companies, our tech too could be applied in many different ways and different fields. 

I remember distinctly mentioning to my co-founders that “I am in”, but only under the condition that our company would be a force for good, and its technology never be allowed to be used for pernicious purposes.

I spent many years sharing an office with my Co-founder and he knows my academic work in moral philosophy. Hence this did not come as a surprise. And the agreement we reached at that time continues to pervade our decision-making as a company to this day.

Can you share a pivotal moment or a breakthrough that helped shape Zetamotion’s early days?

As for so many: Covid. If you dig deep enough you’ll find that in our early days, one area of application for our AI we were piloting and where we saw some very promising early traction was connected to audience interactivity and other functionalities for public venues, galleries, museums and also commercial venues.

It’s not difficult to see how that whole vertical and possible pathway for Zetamotion’s growth more or less closed overnight. This necessitated us to be creative and agile, and not too hung up on one single area of application and see where else the unique capabilities of the AI system we had built could be applied.

Which is what led us to Automated Quality Control and Industry 4.0, and now industry 5.0.

Vision and mission

How does Zetamotion align with your vision of creating tangible value and positive societal impact?

Zetamotion’s technology holds the potential to dramatically cut down on wasted material and energy for manufacturers. It also allows products to be stronger, of better quality and increases their lifecycle. In some use cases the quality of certain components can have tangible effects on the safety and security of people – e.g. those travelling via airplanes. I’d say that’s a nice contribution to society 🙂

Challenges and achievements

Discuss some of the significant challenges you faced whilst building Zetamotion and how you overcame them.

Honestly, every day is a challenge when you start a business.
There are literally a hundred new things to learn each and every day – with every meeting you set up, every conversation you have, every process you are learning to set up and put into practice. 

I already mentioned Covid – but that’s only one of the many crises that hit in the last couple of years. If you look at the startup landscape and how many made it out of Covid, the global recession that followed, the impact on global supply chains, the disruption of global manufacturing and the impact from global conflicts and aggression – everyone who’s still standing is a winner in my book. 

The only way to go is through perseverance and openness. Perseverance not to give up and openness not only to new paths and opportunities but also to accept helping hands where they are offered. Sometimes this means swallowing one’s own pride. 

What are some of the achievements you’re most proud of regarding Zetamotion’s journey?

First of all, we’re still here! That alone is worth celebrating. Secondly, we are incredibly proud of the team we have been able to build in Zetamotion and the work everyone is putting into their jobs on a daily basis. 

Our weekly Scribble sessions have become legendary and the friendliness and good nature of everyone on the team is apparent in every call we share.  

Technology ethics and societal impact

As a technology ethics researcher, how do you incorporate ethical considerations into Zetamotion’s AI technologies?

I could now give you a whole bunch of PR-friendly soundbites about how Zetamotion puts ethics at the very forefront of every single action and task we are doing. 

Whenever you come across such claims from any startup, you can be assured that they are almost certainly exaggerations. The truth is that starting and running a company is hard. And much of the suggested tools and methods put forward by well-meaning researchers and ethicists is not really workable in the real world. 

The approach I am taking instead is one of leadership and company culture. In other words the ethical dimension enters and pervades our work on the basis of a virtue ethics approach. – “the good of man is an activity of the soul in conformity with virtue” (Aristotle). 

How do you balance the drive for technological innovation with ethical considerations, especially in AI development?

The same answers as outlined above. Our guiding principle is to aim for positive contribution to society and work with a sense of duty and virtue in our hearts and minds. 

What frameworks or guidelines does Zetamotion use to ensure its technologies are developed responsibly?

We generally follow standards like IEEE’s Ethically Aligned Design guidelines. In addition, our accreditations e.g. for ISO 9001 and 27001 necessitate regular audits and the integration of checkpoints throughout our development lifecycle.

What are your thoughts on the future impact of AI on society, especially regarding quality control and beyond?

No doubt we are witnessing the dawn of a completely new age and time with never seen before changes. Ask 100 “experts” and you’ll currently get 150 different answers and opinions where things will go. Personally, if you wanted to place me among the AI doomer and AI optimist camps, I’d be veering rather towards the latter, but I’d be very reluctant to offer any predictions beyond that. And I really don’t think there is any need for that either. None of us are Laplace’ian demons, and the variables are too vast. Yet we’re all all signed up for the journey. So let’s see how it unfolds and just be true to ourselves and our missions and convictions in the meantime. 

Personal interests and innovation

I hear when you’re not in front of the screen you like to spend time in your workshop woodworking, blacksmithing and tinkering with all sorts of things. How do your hobbies influence your approach to technology and innovation?

They ground me. There’s a very different nature to and causality chain to hitting hot iron with a hammer as compared to hitting a keyboard key with your fingers – and that is true in so many dimensions.

It reminds me of where we have come from and where we are going. Physical labour is also a great reminder of our limitations and our physicality.

And truth be told, some of the best ideas appear when one unwinds and gets in the zone with a given hobby.  

Can you share a project you’re particularly proud of and how it reflects your technological philosophy?

I generally only use reclaimed or recycled materials. In my little hometown people know me for periodically checking the scrap metals container for little gems others have discarded. Whenever possible I’d rather repair than throw away – Buy used and upgrade than buy new. And give new lives to items and materials that would otherwise be discarded. Virtually all of my projects are built this way – and if I can incorporate some personal history as well, I am doubly happy. 

Advice and vision for the future

What’s next for Zetamotion in terms of projects, expansions, or technological developments?

We’ll continue to work hard on innovating the space we’re operating in and do our utmost to add value and do good. 

What advice would you give to aspiring entrepreneurs and technologists who wish to make a positive impact through their work?

Learn to know yourself. Do not chase fleeting goals. Instead, aim for authenticity and integrity.