# Karl-Gustav Kallasmaa

> Search is moving from Google to AI agents. I build products and win their distribution in that shift.

Karl-Gustav Kallasmaa is a founder and engineer. He is CTO and co-founder of Model Diplomat, which reached 115,000+ users through search (as of October 2026). He founded Attensira; that role has ended. Previously Wise, Seldon, Papercup, and Entrepreneur First. Based in Tallinn, often in London.

He is mainly drawn to AI search problems and systems: how an agent finds a source, decides to trust it, and cites it. He has also built systems for reading SEC filings, equity offerings, and corporate transactions.

## Writing

- [Jev changes the maths of marketing. Here's what to build.](https://kallasmaa.com/writing/jev-changes-the-maths-of-marketing): Judgement in marketing just got cheap. Build the pipeline, and keep the taste.
- [United European Nations (UEN): A Vision for a Federal Future](https://kallasmaa.com/writing/united-european-nations-uen-a-vision-for-a-federal-future): Europe's security problem and its fiscal problem are the same problem: it is not a federation.

## Published elsewhere

- [Jev changes the maths of marketing. Here's what to build.](https://fomo.observer/karl-gustav-kallasmaa-jev-changes-the-maths-of-marketing-heres-what-to-build/) — Fomo.Observer, 2026-09-25
- [AI Is Replacing SEO: Here's What Small Businesses Must Do](https://friedmansocialmedia.com/ai-is-replacing-seo-heres-what-small-businesses-must-do/) — The Digital Slice, 2026-09-15
- [ChatGPT hakkab reklaame näitama. Eesti AI-ettevõte: tehisaru revolutsioon vajab seda](https://www.aritehnoloogia.ee/arvamused/2026/01/20/chatgpt-hakkab-reklaame-naitama-eesti-ai-ettevote-tehisaru-revolutsioon-vajab-seda) — Äritehnoloogia, 2026-01-20
- [Trust the math. Question the hype. Keep the human.](https://podcasts.apple.com/podcast/14-karl-gustav-kallasmaa-x-gwp-trust-the-math/id1843708236?i=1000745432542) — Girls Who Prompt, 2026-01-16
- [If no one clicks anymore, what is a website for?](https://cassieclarkmarketing.com/found-in-ai-if-no-one-clicks-what-is-a-website-for/) — Found in AI, 2026-01-13
- [Generative Engine Optimization. Meet GEO.](https://the-future-of-the-future.simplecast.com/episodes/146-generative-engine-optimization-meet-geo-7xvZGJfK) — The Future Of The Future, 2026-01-06
- [RSRI välispoliitika memo #9: Tuline Süüria ja probleemsed otsused Indias](https://www.muurileht.ee/rsri-valispoliitika-memo-9-tuline-suuria-ja-probleemsed-otsused-indias/) — Müürileht, 2020-03-04

## Pages

- [Now](https://kallasmaa.com/now): what he is working on
- [About](https://kallasmaa.com/about): story, work, and appearances
- [Contact](https://kallasmaa.com/contact): email and a 20-minute call

## Contact

- Email: karl.gustav1789@gmail.com
- X: https://x.com/kallasmaa
- LinkedIn: https://www.linkedin.com/in/kallasmaa/
- GitHub: https://github.com/KGKallasmaa