Sid is one of two people who run JAAX Labs. The other is Arjun. Together they build, market, and run AI products and engagements for a small set of clients - and one product of their own: Sentinel, a live AI analytics layer for Shopify operators.
Seven years in B2C growth - web development, conversion rate optimisation, and AI systems. He builds the infrastructure that lets small businesses punch above their weight. The pitch he keeps making: AI consulting still works, but only if you ship. Most agencies sell decks. Sid's bet is that operators who run their own production AI - and own its bugs - will outcompete the consultants who only diagnose.
He's most useful in the early-stage stretch - the part of a project where the strategy is unclear, the prompt rig isn't built, and the eval is still a Google Doc. He cares about response latency, cost-per-call, and the small CI step that catches a hallucination before a client does.
What I work on.
Day-to-day at JAAX, the work is roughly split between client engagements (AI consulting, AI development, integration) and Sentinel (analytics product on Shopify). Sentinel is the credibility argument; client work is the revenue. Both feed each other.
- AI consulting
- AI development
- Agentic systems
- Anthropic Claude
- Performance marketing
- Shopify analytics
- Server-side attribution
- Eval-driven prompt design
Where to start.
If you're reading this for context on a possible engagement: start with "Why JAAX exists" - the honest origin story, what the bet is, and why operators who ship their own AI will outcompete the consultants who only diagnose.
If you want to start a conversation, the fastest path is a one-paragraph brief: what you want shipped, and a number you want moved. Same-day reply.