Software engineer → founder · building Inner One

Hi, I’m Elsa.
I build human-centered AI.

I’m a software engineer and founder working at the intersection of AI, psychology, and human connection — building thoughtful, warm technology that helps people understand themselves, navigate relationships, and make clearer decisions.

Explore what I’m building ↘
✦ 3,216 visitors have found this little universe.
AI systems
Psychology
Human connection
0 → 1 products
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What I’m doing now

Building technology that feels more human.

I’m building Inner One ↗, a family of personal AI products for the questions people carry quietly: relationships, emotional patterns, difficult conversations, and the choices that shape a life.

Founder Product AI / LLM Consumer Human-centered UX
Visit Inner One ↗
Inner
One
“Am I overthinking?”
“How do I say this?”
“Why do I repeat this pattern?”
“What should I do next?”
“Who am I becoming?”
Experience

From large-scale systems to a company of my own.

I spent nearly four years at Amazon building personalization and conversational advertising experiences before moving into founder mode.

2026 — now

Inner One

Founder · Product & Engineering

Building personal AI products designed around real human moments — starting with relationship clarity and emotional decision-making.

  • Own product strategy, UX, engineering, research, and go-to-market.
  • Exploring longitudinal personal intelligence: turning repeated moments into useful patterns, not just one-off chatbot answers.
  • Designing narrow, high-intent consumer experiences that can expand into a broader personal model over time.
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2024 — 2026

Amazon · Alexa+

Software Development Engineer · Conversational Ads

Built conversational advertising experiences across web, mobile, and Echo surfaces, helping take the project from confidential development to launch.

  • Worked on end-to-end customer experiences for a new conversational ads product.
  • Built and integrated production systems across multiple Alexa+ surfaces.
  • Partnered across engineering and product in a fast-moving, zero-to-one environment.
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2022 — 2024

Amazon Ads

Software Development Engineer · Personalization

Worked on advertising personalization systems, using large-scale signals to make ad experiences more relevant to individual users.

  • Built backend systems supporting user personalization for advertising products.
  • Worked with experimentation and production-scale data flows.
  • Developed the engineering foundation that later shaped my interest in personal AI.
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Selected work

Things I’m curious enough to build.

01 · CURRENT COMPANY

Inner One

A personal AI company exploring how technology can help people understand emotional patterns, relationships, and life choices — while strengthening human agency rather than replacing it.

Consumer AIPersonal intelligenceFounder-led
Visit innerone.life ↗
 02 · WRITING & NOTES

Technology blog ↗

Notes, experiments, and things I learned by building — a continuation of the original “little geek” corner of my site.

 03 · MORE DETAIL

Resume ↗

A more traditional view of my education, engineering experience, and professional work.
Education

Engineering brain, psychology heart.

2021 — 2022

New York University

Master’s degree · New York, NY

2019 — 2020

University of Edinburgh

Master’s in Psychology · Edinburgh, UK

Say hello

Good conversations often start with curiosity.

If you’re building in AI, consumer products, psychology, relationships, or something delightfully weird, I’d love to hear from you.

Email me ↗ LinkedIn ↗