Team.
Two operators run JAAX Labs. We ship the work, write under our own names, and own the bugs in production. The short version of who does what is below - the long version is on each profile.
Sid.
Co-founder · JAAX Labs
Operator. Writes about AI in production, agency operations, and shipping under constraints.
Read full bio →Arjun.
Co-founder · JAAX Labs
Data, analytics, and growth strategy. Turns ad spend into revenue and guesswork into dashboards.
Read full bio →How two people run this.
We stay small on purpose. Every engagement is run by a founder, not handed to a junior after the pitch. That works because the scale comes from code, not headcount: an AI operations layer carries the work that would otherwise need a team, and the two of us stay on the parts that need judgment.
The split is clean. Sid runs AI systems, production engineering, and how the work actually ships. Arjun runs data, analytics, and growth: attribution, ad spend, and turning store numbers into decisions someone can act on.
We work 9.5 to 13.5 hours ahead of US time. Experiments we start on Tuesday afternoon are usually live before the Wednesday standup.
We run our own product on the same stack we sell. Sentinel is a live Shopify analytics tool in closed beta, capped at 50 stores. It means the methodology gets tested against real merchant data every week before it reaches a client.
Everything here is written under a name. The research notes carry citations you can check. The client work carries numbers we would defend in a board meeting. When something we shipped broke, we are the ones who fixed it.
Clients get both of us on every engagement. There is no account manager in between. Ask a question about the data and you are talking to the person who wrote the query.
We turn work down. Outside the band we are good at, the honest answer is no. That keeps the roster small enough that nobody waits a week for an answer.