FOUNDER'S NOTES

Back in January, I kept circling one observation. Almost everything we do online runs through words. We read them, write them, react to them, argue about them in comment sections that exist purely to generate more words. Even the tools marketed as creative are word-first underneath. You type a prompt to generate an image. You caption a photo to make it findable. You write a review to prove you felt something. Language sits between you and almost every digital experience, doin

I hear people talk about AI a lot lately, mostly in passing rather than in any organised way. At a bus stop, in a shop queue, at the school gate. And it's almost always dismissive. It's a threat, or it's beneath their interest, or it will never really touch their life. Which is fine. None of that changes anything for me directly. But it does make me think about timing. Not whether AI will change things, that argument is basically settled, but when the change people are alread

I switched from ChatGPT to Claude a few weeks ago, mostly because it felt like everyone was doing it, but also because I had a project I actually wanted to build. Not a conversation, not a back and forth of prompts and answers, but something with a website behind it. That distinction turned out to matter more than I expected. The signing up part was easy. It always is. Pay, access, watch a tutorial, copy someone else's clever prompt from a thread you found at midnight. Consum

🖊️ By Samantha Booth Jacobsen, Founder of The Changing Booth Malmö, Sweden - December 2025 Ever felt a stuck, a restless, bored or desperately unhappy with your current circumstances? This letter is for you. I’m Samantha Booth Jacobsen, founder of The Changing Booth , and this is the story behind our vision for Digital Discovery 2031 - and why I believe we’re standing on the edge of a new era of recreation and digital discovery. 🌱Feeling Stuck Is a Signal to Explore The Ch