A(I)mbivalence
About Luise
Luise Freese is a software architect, author, and international speaker. For many years, she has designed and built digital systems for organizations, from applications and data models to automation, platform architectures, and AI-powered solutions.
She is less interested in the perfect demo than in what happens afterward. Software has to work in real organizations, with real processes, conflicting requirements, governance, compliance, barriers, limited budgets, and the people who end up using it.
A recurring theme in her work is making visible what is often ignored in technology projects: unpaid or unmeasured work, organizational friction, extra coordination, emotional labor, and the real costs of supposedly quick wins.
Luise writes and speaks about productivity myths, failed digitalization, pseudo-agility, automation, AI, and the organizational patterns that often become the actual problem long before the technology does. She combines technical depth with a strong aversion to digital theater and tends to ask the uncomfortable questions before a project has to answer them the expensive way.
With A(I)mbivalence, she turns this perspective more and more toward the social and political questions behind the technology.
Her motto, “Changing the world one app at a time,” came from her long years of work with nonprofit organizations.
Luise lives in Düsseldorf. When she is not working, writing, or traveling, she builds LEGO and brings up two teenage dragons. Her favorite color is #ff69b4, and her favorite number, 42, needs no further explanation.