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Leading with Intention in the Age of AI

AI isn’t just another wave of innovation, it’s a fundamental shift in how we think, build, and grow. At Thiga, we don’t just respond to change. We help shape it.
This manifesto sets out our commitments, beliefs, and priorities for building responsible, impactful AI, today and tomorrow.

Our promise: to create meaningful AI impact for our clients, our teams, and the entire product ecosystem.
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Why a Manifesto?

Because clarity matters, especially when the ground is shifting fast.
This manifesto is our compass. It guides our decisions, aligns our teams, and holds us accountable.
Like AI itself, it will evolve. But our principles will stay clear.

What We’re Seeing on the Ground

AI is moving fast, but unevenly. Behind the headlines, here’s the real picture we observe with our clients:

AI is live, but not for all

Some teams scale AI; many are stuck at proof of concept. The gap is widening.

Investment is cautious

Unclear ROI, strategic uncertainty, and cultural resistance still slow down adoption.

Tooling is fragmented; data is underused

Fast-moving tools meet slow-moving systems, and the result is friction.

AI agents are advancing faster than governance

Strategy and oversight haven’t caught up to the pace of technical development.

AI sovereignty is rising

European organizations are turning to sovereign infrastructure to protect autonomy and privacy.

Our 6 Core Beliefs for the Next 24 Months

 

AI will redefine products

From personalization to live experiences, intelligence will be embedded in product DNA.

AI will transform how we build

From static plans to adaptive, data-informed iteration, teams will work smarter, not just faster.

AI will reshape consulting

Repetitive tasks will fade. Consultants will focus on insight, creativity, and impact.

New core skills will emerge

Prompt design, retrieval-augmented generation, and agent orchestration will become essential.

Plug-and-play AI is coming

Modular, low-code AI will empower business teams, not just technical ones.

Governance will become a differentiator

Trust, security, and ethical oversight will separate mature practices from risky ones.

How We’re Evolving

Four Strategic Shifts we are undertaking

From Product
Consultants

→ Augmented Product Consultants
We use AI to amplify human judgment, not replace it.

From Consulting
Company

→ AI-Augmented Company
We’re rethinking our own tools, methods, and operating model to work smarter.

From Product
Leadership

→ AI Product Leadership
We’re setting new standards for decision-making, vision, and delivery in AI-driven contexts.

From Training

→ AI-Augmented Learning
Our learning is continuous, personalized, and grounded in experimentation.

What We Bring to the Table
icone design

AI Strategy & Acceleration

 Define where and how AI creates value in your context. We help you prioritize, roadmap, and decide when to build, buy, or integrate.
icone design

AI for Operational Efficiency

Rethink how product, tech, and design teams work, embedding AI into daily practices to unlock speed, focus, and creativity.
icone design

Craft AI Products

Use AI to solve meaningful problems, launch new services, or enhance existing ones. We help turn ideas into intelligent, usable solutions.
icone design

AI-Driven Customer Experiences

Design user journeys that are intuitive, transparent, and ethical, making AI feel seamless, not intrusive.
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10 Principles for Responsible AI That Matters

 
01.

AI with Purpose

Every project starts with a real need.

We don’t build AI for its own sake. If it doesn’t solve a clear problem, create meaningful value, or drive impact, it doesn’t belong.
02.

We Use What We Build

Internal first, external next.

Our AI powers our daily work. We refine, test, and learn before advising clients. It's how we stay credible, and honest.
03.

Build to Deliver

Real work ships. Or it stops.

We run live experiments, not vanity demos. If it’s not heading to production or teaching us something, we move on.
04.

Market Maker by Design

Our work challenges the status quo.

We design AI to lead, to provoke new standards, bring fresh insight, and be shared widely. If it doesn’t shift the norm, we rethink it.
05.

Hands-On Expertise

We earn trust by doing.

We stay close to the code. It's not about titles or theories, it’s about showing how things work, from idea to implementation.
06.

Clarity Builds Trust

If you can’t explain it, it’s not ready.

We make AI understandable. Transparency isn't optional, it’s how we create alignment, confidence, and real-world usability.
07.

Open Knowledge Culture

Share it all. Grow together.

We freely share what we learn, methods, tools, and insights, because collective progress matters more than proprietary edge.
08.

Radical Transparency

Truth before comfort.

We talk openly about what works and what doesn’t. Transparency is how we build stronger teams, better systems, and smarter decisions.
09.

Always Evolving

Unlearn. Relearn. Reinvent.

We don’t cling to past expertise. Staying relevant means embracing change, curiously, humbly, and continuously.
10.

Bold, Human, and Curious Passion fuels progress.

Passion fuels progress.

We lead with energy and integrity. Through experimentation and joy, we shape the future of product, with people at the center.

Our Story with Club Med

Discover how Thiga helped Club Med boost delivery efficiency for product teams by leveraging a GenAI Agent: saving more than 3 days in content creation, enhancing documentation quality and usability, accelerating time-to-market, and adopting a scalable framework for AI agent deployment.
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Club Med 1
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Get in Touch

We’re shaping the most forward-thinking, hands-on AI practice in Product.
Whether you're a client, a partner, or a future Thicrew member, join us.
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