I’ve always been drawn to underlying structures, the architecture of language, the way meaning holds when words are placed carefully.

Poetry sharpened that instinct.

Design gave it form.

Semiotics taught me how to read what sits beneath the surface.

For years those disciplines lived alongside one another, different ways of studying how meaning moves through systems.

Then something changed.

When AI systems began interpreting the world on our behalf, a familiar problem surfaced: meaning lost in translation.

Nuance slipped away.
Identity softened.
What remained was whatever a machine could most easily infer.

The question was no longer theoretical.

How would people, organisations, and ideas be understood in a world increasingly interpreted by machines?

GABA is my response.

A studio practice concerned with how meaning moves through systems and how it can be protected along the way.

Today that work takes practical form through responsible AI advisory, governance thinking, and the creation of structured artefacts that help organisations communicate clearly with both people and machines.

At its core, GABA is guided by a single question:

In the age of AI, how do we protect the magic of being human?

Everything that happens here begins there.

Adam Martin, Yorkshire, Spring 2026