Genie AI
A legal technology company that uses artificial intelligence to automate contract drafting and legal document creation. Founded in London, backed by Google Ventures and Khosla Ventures.
Biological Context
In the book, Genie AI serves as a case study for membrane permeability. By moving the product in front of the sign-up wall—letting users experience the AI before creating an account—the company demonstrated how adjusting organizational membrane permeability affects both conversion and self-selection.
Business Application
Genie AI's 17x increase in product usage from adjusting membrane permeability illustrates how selective boundaries affect both who enters and who self-selects out. The experiment revealed that giving customers ability to self-serve themselves out saves resources on those who do commit.