Amir Fish

I spent 20 years building AI products at Google and Meta — leading teams, shipping to hundreds of millions of users, and learning what actually works.

Now I build things myself and help founders and small businesses do the same.

Currently building Kneaded.ai. Based in Sunnyvale, CA.

Writing

Field Note #4

The Guided Verification Problem

Why "human in the loop" is usually just rubber-stamping — and the UX pattern that actually works. Three versions of an expense tracker taught me more about AI product design than a year at Google.

Field Note #3

Every Small Business Deserves a Technical Co-Founder

AI makes bespoke software economically viable for the first time. The one-size-fits-all SaaS era is ending.

Field Note #2

I Built My Wife's Pilates Studio a Custom Platform

4 hours a week of admin, replaced by something built from scratch. Venmo payments, SMS reminders, WhatsApp booking. Admin time now: 20 minutes.

Field Note #1

The Cyborg Workflow

How I build software now: Claude Code writing logic on one terminal, Claude configuring APIs on another. Two senior engineers, always available.

Building

Kneaded.ai — Custom AI software for small businesses. Every local business deserves tools built for exactly how they work.

plts.xyz — A complete business management platform for a Pilates studio. Scheduling, payments, reminders, client portal.

Finance Tools — Expense tracking and tax optimization for rental properties and small business. Where guided verification was born.

Advisory

I take on 2–3 advisory roles at a time for early-stage AI startups. I focus on product strategy, product-market fit, and making sure you're building the right thing — not just an impressive demo.

Email me to see if there's a fit →