We spent decades inside enterprise data teams — seeing where analytics and AI break down, and why.
Building and fixing data systems across large organizations, we kept seeing the same pattern repeat.
Definitions lived in conversations, documents, and assumptions — until gaps surfaced mid-delivery.
That insight led to our first system: Decision Formula.
But the problem goes beyond a single product.
Data work today is no longer just human — agents are part of how work gets done. Without clear definitions, that work doesn’t scale. It fails earlier.
Latend encodes how humans make decisions with agents and data.
Latend is led by people who have spent years inside enterprise data teams — seeing where analytics and AI break down, and what it takes to build systems that support better decisions.
Leads strategy, product direction, and external growth. Focused on positioning and defining what gets built.
Procter & Gamble Coca-Cola Mondelez Johnson & Johnson Randstad
Leads execution and operations. Focused on building scalable systems and ensuring consistent delivery.
Coca-Cola MARS Bacardi Reckitt ING Group
In AI, meaning is encoded in what’s called latent space — the layer where patterns and relationships are captured before they’re made explicit.
Latend comes from latent, with the d standing for decisions — because if data doesn’t lead to decisions, it doesn’t matter.