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ABOUT US

The humans behind Sadewa

With years of experience in digital solutions and a deep curiosity for AI’s potential, we saw an opportunity to help companies move beyond repetitive work and unlock their true potential.

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OUR STORY

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OUR STORY

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OUR STORY

Rooted in wisdom, driven by innovation

Founded in Indonesia, Sadewa is named after the wise and strong twin of Nakula from the Mahabharata. From Jakarta to the world, we blend Indonesian creativity with advanced AI to solve real business challenges.

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TEAMS

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TEAMS

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TEAMS

Humans behind AI

01

Arpy Dragffy

CEO & Chief Strategy Officer

Arpy Dragffy leads project vision and strategy. He is responsible for ensuing that all work exceeds the expectations of clients and is as innovative as possible. He started in tech in 2002 and has led product, marketing, and design teams. He's at this most comfortable leading execs through future-forward strategies.

01

Arpy Dragffy

CEO & Chief Strategy Officer

Arpy Dragffy leads project vision and strategy. He is responsible for ensuing that all work exceeds the expectations of clients and is as innovative as possible. He started in tech in 2002 and has led product, marketing, and design teams. He's at this most comfortable leading execs through future-forward strategies.

show bio

01

Arpy Dragffy

CEO & Chief Strategy Officer

Arpy Dragffy leads project vision and strategy. He is responsible for ensuing that all work exceeds the expectations of clients and is as innovative as possible. He started in tech in 2002 and has led product, marketing, and design teams. He's at this most comfortable leading execs through future-forward strategies.

show bio

02

Brittany Hobbs

COO & Chief Operations Officer

Brittany Hobbs is one of the world's most versatile mixed methods researchers. She has was recently VP Insights at Huge, one of the world's largest agencies. By bringing together behavioural science, psychology, and the latest AI research —she challenges what is possible in short projects.

02

Brittany Hobbs

COO & Chief Operations Officer

Brittany Hobbs is one of the world's most versatile mixed methods researchers. She has was recently VP Insights at Huge, one of the world's largest agencies. By bringing together behavioural science, psychology, and the latest AI research —she challenges what is possible in short projects.

show bio

02

Brittany Hobbs

COO & Chief Operations Officer

Brittany Hobbs is one of the world's most versatile mixed methods researchers. She has was recently VP Insights at Huge, one of the world's largest agencies. By bringing together behavioural science, psychology, and the latest AI research —she challenges what is possible in short projects.

show bio

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CAREERS

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CAREERS

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CAREERS

Join our team

We’re always in the search for talented people to grow.

See all openings

See all openings

See all openings

AI product successes & failures training

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AI product successes & failures training

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AI product successes & failures training

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AI opportunity & prioritization sprint

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AI opportunity & prioritization sprint

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AI opportunity & prioritization sprint

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Website / Product AI innovation workshop

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Website / Product AI innovation workshop

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Website / Product AI innovation workshop

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Transform your business with AI sprint

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Transform your business with AI sprint

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Transform your business with AI sprint

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Disrupt your industry strategy workshop

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Disrupt your industry strategy workshop

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Disrupt your industry strategy workshop

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Improve website architecture, discovery & conversions

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Improve website architecture, discovery & conversions

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Improve website architecture, discovery & conversions

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BLOG

Latest insights

More insights

AI Strategy

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Jan 2, 2026

The Design of AI in 2026: Strategy, Power Shifts, and the Cost of Pretending You Understand AI

AI is no longer a differentiator. It is infrastructure that forces us to change how we think, work, and value interactions. By 2026, the gap will not be between companies that “use AI” and those that do not. It will be between organizations that restructured how they create value and those that simply layered AI onto existing products, workflows, and org charts.

AI Strategy

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Dec 18, 2025

20 Brutal Reasons Your AI Product Will Fail

Hard truths learned from industry leaders, enterprise buyers, and dozens of AI founders who already made the mistakes you're about to make.

AI Strategy

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Dec 12, 2025

Design of AI: One of the World’s Leading AI Strategy Podcasts for Product, Design, and Research Leaders

AI did not arrive overnight. It quietly embedded itself into roadmaps, workflows, research practices, and executive mandates long before most organizations had the language or frameworks to reason about it responsibly. Design of AI began in 2023 because we kept hearing the same concern from product, design, and research leaders across industries:

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BLOG

Latest insights

More insights

AI Strategy

/

Jan 2, 2026

The Design of AI in 2026: Strategy, Power Shifts, and the Cost of Pretending You Understand AI

AI is no longer a differentiator. It is infrastructure that forces us to change how we think, work, and value interactions. By 2026, the gap will not be between companies that “use AI” and those that do not. It will be between organizations that restructured how they create value and those that simply layered AI onto existing products, workflows, and org charts.

AI Strategy

/

Dec 18, 2025

20 Brutal Reasons Your AI Product Will Fail

Hard truths learned from industry leaders, enterprise buyers, and dozens of AI founders who already made the mistakes you're about to make.

AI Strategy

/

Dec 12, 2025

Design of AI: One of the World’s Leading AI Strategy Podcasts for Product, Design, and Research Leaders

AI did not arrive overnight. It quietly embedded itself into roadmaps, workflows, research practices, and executive mandates long before most organizations had the language or frameworks to reason about it responsibly. Design of AI began in 2023 because we kept hearing the same concern from product, design, and research leaders across industries:

/

BLOG

Latest insights

More insights

AI Strategy

/

Jan 2, 2026

The Design of AI in 2026: Strategy, Power Shifts, and the Cost of Pretending You Understand AI

AI is no longer a differentiator. It is infrastructure that forces us to change how we think, work, and value interactions. By 2026, the gap will not be between companies that “use AI” and those that do not. It will be between organizations that restructured how they create value and those that simply layered AI onto existing products, workflows, and org charts.

AI Strategy

/

Dec 18, 2025

20 Brutal Reasons Your AI Product Will Fail

Hard truths learned from industry leaders, enterprise buyers, and dozens of AI founders who already made the mistakes you're about to make.

AI Strategy

/

Dec 12, 2025

Design of AI: One of the World’s Leading AI Strategy Podcasts for Product, Design, and Research Leaders

AI did not arrive overnight. It quietly embedded itself into roadmaps, workflows, research practices, and executive mandates long before most organizations had the language or frameworks to reason about it responsibly. Design of AI began in 2023 because we kept hearing the same concern from product, design, and research leaders across industries: