AI assistants gave humans the spare time we were promised, now what?
Our relationship with AI could make or break us.
Less purpose, more screen time.
Or a chance to rediscover what makes life meaningful.
We build AI that enriches the human experience.
Back to the Fig is building an AI that brings ,, and to humans.
Say hello to Figs.
Figs exist because humans have kind of taken a wrong turn somewhere. Everyone seems to be noticing it in their own little ways. But the essence is simple, humans are losing their humanity. We have a theory.
For the last 150 years we’ve looked at the world around us and saw ways in which it should be optimised. Everything had to be harder, better, faster, smarter. Our reality became a set of cogs to improve. But we took this so far that we turned around and started optimising ourselves. More steps, punctuality, pomodoros for productivity, self-help, there is always something to adjust. We’ve turned ourselves into machines.
And guess what, we’ve reached the endgame. Machines are now better at optimising. Soon enough the economy will run on auto-pilot, science will advance at a pace faster than we can keep up with, and AI will be making AI. AGI might just enable abundance, but now the question is: what will Joe be doing? A likely answer is social media through his Neuralink, haptic VR porn and designer opioids.
We’re hoping our future goes in a different direction. One of betterment. But in a world where productivity and output means success, we’re lost. So we need to refine what matters to us and the stories we tell ourselves. It means, and I tried hard not to use this word, but it needs a real paradigm shift. From harder, better, faster, smarter to rediscovering leisure time, wonder, play and togetherness.
And that’s what your Figs are for.
What we optimise for
Every assistant is told to be helpful. Every Fig is told to bring you more life.
Every AI assistant
“You are a helpful AI assistant ___”
Every Fig
“You are Fig, an empathic AI in the humans’ life. Your goal is to bring creation, wonder, authentic experiences, connection and playfulness to your human.”
A different reward
But here’s what we really measure.
Every AI has a reward system, the thing it learns to chase. An assistant chases helpfulness. A feed chases your time. We gave Figs a different one: five kinds of moments in your real life. That’s what every Fig is optimising for, every day.
We call it our Humanity Eval. And here’s the actual data from our users.
Better decisions madeThe lease, the job, the breakup
Things createdStarted the novel, finished the chair
Social momentsSomeone called, a friend actually met
Real‑world experiencesWent for the run, went to the thing
Stressors removedThe form filed, the bill sorted
All five together, our Humanity Eval went up 74%
Moments per message, our 33 most active alpha users: each person’s first week, against their weeks five to eight together.
AI you can trust your life with.
We never optimize for DAUs.
We don’t prompt or train for attention farming.
The intentions are transparent.
A public Masterprompt, and each message is explained.
We’ll never sell ads, ever.
(no comment)
Your data is always yours.
And portable. Their lives, their AI, their data.
The future isn’t more productive. It’s more alive.
, 
,
to humans.