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17.06 World Football Summit · Madrid · Geneva Business School

Working with machines

Sixty years of telling computers exactly what to do.
And then, very recently, something else.

How it has always been · since the 1960s

You have always done the thinking

How it has always been · 2023

It can talk. You still do everything.

What is different · the nature of it

The machine stopped being predictable

What is different · the system around the model

What turns a model into something useful

What is different · a true story

They gave it a shop

How good it is · the evidence
A working day

of human work, done alone. Doubling every three months.

How good it is · the same model, on the same day

Intelligence is jagged

Watch it work · delegate the jobClaude Cowork · my own run · real time

Three proposals in. A recommendation out.

It reads, it uses the tools, it comes back with a memo. Then you trace one line to its source.

Open on stage
Claude CoworkRecorded in advance, unedited clock
Watch it work · make the thingRunway Solaris · 31 August 2026 · research preview

An interface drawn while you use it

Click a menu and the scene is generated for you. There is no application behind it.

Open on stage
SolarisRunway demonstration
Watch it work · make the thingWorld Labs Atlas · 1 September 2026 · early access

A goal, from an angle no camera filmed

It rebuilds the space and moves a camera through it. The keeper's view of a goal only ever shot from the stands.

Open on stagePublic version: Marble
AtlasWorld Labs demonstration
Watch it work · live, in this roomGemini Live Translate · 9 June 2026

Speak English. Be heard in Spanish. In your own voice.

Is there a Spanish speaker in the room? Judge it for us.

Open on stage
Gemini Live TranslateGoogle demonstration
This industry · where it already is

Football, department by department

You · where this is going

Teams of agents, one person directing

You · five minutes · pair up · one phone is enough · any AI

Make it interview you

Pick something real you actually want.

Before you answer, ask me five questions, one at a time, that would help you give me a much better answer. Wait for my answer before you ask the next one.

Talk to it. Do not type.

05:00
Press T · R resets
You · discussion

What did it ask you?

In a club, what would you hand to an agent first? And what would you never hand over?
Which of your habits will be hardest to unlearn?
What is the job you would want in football that does not exist yet?
Get your phones up

Scan this, or photograph it

1706.ai/wfs

The three moves

Tell it everything. Your situation, not your question.
Make it interview you. Before it answers.
Make it disagree with you. Then ask what it is least sure about.

Everything from today, the twenty examples, the links, and the honest limits next to each.

17.06  Craig Hepburn · craighepburn.substack.com

17.06 WFS Madrid · Masterclass

Working with machines

Three moves that work on anything. Any AI will do. Talk, do not type.

Move 1

Tell it everything

I am going to give you my full situation, then ask for your advice. Who I am and what I study: What I have done so far: Where I could move to: What I am good at: What I am worried about: What I actually want: Now here is my question:
Move 2

Make it interview you

Before you answer, ask me five questions, one at a time, that would help you give me a much better answer. Wait for my answer before you ask the next one.
Move 3

Make it disagree with you

Now argue against this. What is weak? Which parts are you least sure about?

Everything else from the session is at 1706.ai/wfs.

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