George Proud is the CEO and co-founder of Gendo, a London-based generative AI platform built for architects and designers. Gendo integrates generative AI directly into architectural workflows, helping practices explore, iterate, and communicate design intent faster—without specialist software, hardware, or fragmented CGI processes. George works at the intersection of architecture and AI, focused on distilling a complex and rapidly evolving technology landscape into tools that are genuinely useful in practice. Generic AI tools prioritise aesthetic novelty over architectural control, often breaking scale, material logic, and intent. Therefore his work centres on using AI to reduce time spent on visual iteration, material studies, and client communication—allowing architects to spend more time designing, while remaining firmly in authorship of their work.