Ted Eltringham is the 🏷️#founder and CEO of Architect, where he is building what he calls the world's first agentic website. Before founding the company he worked in growth at 📝Rippling — most recently as Head of Growth for EMEA — and at Samsara, and he has been folding AI into 📝go-to-market campaigns since OpenAI's earliest models shipped.
His practical focus is reliability at scale rather than novelty. He built automatic reply handling for 📝cold-outbound campaigns that responds within minutes to lift reply rates, and he runs model selection as an ongoing tournament: lock in an initial winner as a baseline, then benchmark every new model launch against it. For complicated or high-stakes workflows he stacks multiple AI judges, both to cut error rates and to teach an agent what "amazing" looks like. His growth experiments are concrete — using traffic-accident APIs to build cold-outbound campaigns at Samsara, and constructing customer lookalike audiences after every closed-won deal. He frames the emerging role as an AI automation engineer who can move across business departments to automate workflows and embed AI where it pays.
I had Ted on the gtm engineer to talk through scaling AI in your GTM strategy.