Making AI work in the real world, not just on paper

This article is a part of Startup Spotlight, a series that features young, up-and-coming startups.

Image credit: Timmy Loen

During her time leading product research at companies like Google and Booking.com, Trang Doan saw a recurring problem. Teams would build advanced automation systems that worked in theory but failed in the real world.

She realized that these systems often failed to account for the undocumented human behaviors essential for operations, creating Narrative Architects to bridge that gap.

😟 Problem

Many AI and digital transformation projects fail to deliver their expected results. This is because they are designed for idealized workflows, not for how work actually gets done. In reality, operations often rely on undocumented workarounds and human judgment.

This issue is most acute for B2B SaaS companies investing heavily in AI. As they move from pilots to production, systems that ignore real-world complexities can create more friction, with efficiency gains offset by new manual fixes.

💡 Solution

Narrative Architects is a product strategy consultancy that helps companies design AI systems for real-world operations. It uses a structured diagnostic to map the gap between how workflows are designed and how they actually function.

Key deliverables include:

• Shadow Workflow: Identifying the unofficial steps and workarounds that are not documented.
• Automation Fit: Determining which tasks can be automated and which require human judgment.
• Autonomy Boundary: Defining where AI can act independently versus where it needs human oversight.
• System Dependencies: Pinpointing data gaps between systems that are currently bridged by human effort.

Image credit: Timmy Loen

📊 Market size

Narrative Architects targets B2B SaaS companies and operational platforms with over US$20 million in annual recurring revenue. This represents around 5,000 to 10,000 companies globally that are actively investing in AI-driven workflows.

🤝 Team

Trang Doan. Founder. She has led product research at tech companies including Booking.com, HubSpot, Zalando, and Google.

🚀 Traction

• Secured two global industry leaders as its first enterprise clients within six months of operation.
• Initial engagements have an average contract value of around €25,000 (US$29,300)
• Clients praise the firm’s ability to quickly translate complex operational insights into actionable product direction.

🏆 Competition

💰 Financials

🚩 Risks