An outcome-focused company
that proved itself in email first.
Founded in Barcelona. Operating in 10 countries. Built on the belief that humans and AI can make each other smarter, and proven in production with 1B+ emails per month.
Florin Armasu has spent 20+ years building data infrastructure for companies that send at scale. He started Data Innovation from a simple observation: the companies that win with email are the ones where smart humans and smart systems work together.
That observation became the Intelligence² thesis. It's the operating model behind Sendability, the research focus of his IESE fellowship, and the philosophical framework of his book Seth & Noēsis.
He is based in Barcelona, runs operations across Europe and Latin America, and is currently researching agentic AI accountability at IESE Business School.
Quick Facts
Base: Barcelona, Spain
Research: IESE Business School, Agentic AI Accountability
Education: MIT AI Strategy
Book: Seth & Noēsis (Substack + book in progress)
Flagship: Sendability, 1B+ emails/month
Clients: Nestlé, Brown-Forman, Reworld Media, Feebbo Digital
Languages: EN, ES, RO
Smart Humans × Smart AI
Biological intelligence and silicon intelligence can make each other stronger. The human who works closely with AI can get sharper, more aware, more capable. The AI can get better directed, better calibrated, more useful. The optimal equilibrium is reached through co-evolution.
This is what we build. This is what we operate. This is what we research.
Catastrophist
AI will destroy us. Slow down. Regulate. Retreat.
Instrumentalist
AI is just a tool. Use it when useful, ignore it otherwise.
Accelerationist
Remove humans from the loop wherever possible.
Co-Evolutionist
Humans and AI grow together. The interaction transforms both. Neither reaches full potential alone.
Why the co-evolutionist position is strategically underoccupied
Sequoia Capital's “Services: The New Software” thesis argues the highest-value companies sell outcomes, not tools. Their progression: copilot (human+AI) → autopilot (AI alone). Their endgame is human elimination.
Data Innovation is a third path Sequoia doesn't describe: the managed intelligent system where humans stay in the loop by design, because judgment never fully becomes intelligence.
Started in email
Data Innovation began by solving a specific problem: enterprise clients with large email lists getting terrible inbox placement. The diagnosis was always the same — nobody owned the full system. We built Sendability to fix that.
Discovered the pattern
After running email at scale for enterprise clients, a pattern emerged: the companies that got the best results were the ones where a smart human operator was working closely with the system.
Named the principle
That pattern became Intelligence². The name came after the operating model, not before. Tested in email, then in content, then formalised in IESE research.
Seth & Noēsis
A philosophical exploration of the Intelligence² thesis: what it means for humans to work alongside increasingly capable AI. Written for readers who want rigour, not reassurance.
Intelligence² Weekly
Regular essays on human+AI co-evolution: case studies from Sendability and BrandExpand operations, philosophical frameworks, and commentary on the AI landscape.
IESE Fellowship
Research Fellow at IESE Business School (Barcelona), studying agentic AI accountability: who is responsible when an AI agent makes consequential decisions at scale?
Built in Barcelona. Running globally.
If you're a publisher, brand, or agency thinking about intelligent systems — or building in the email data and AI space — we'd like to hear from you.