Everything an Organiser Needs

Murat Durak is an AI advisor, strategist and senior AI deployment operator. He is the founder of Response (growth systems), Forward Labs (AI deployment) and Apricode AI (AI-native growth OS), and works with executive teams across San Francisco, New York, London, Dubai and Istanbul.

Murat Durak is an AI advisor, strategist and senior AI deployment operator who helps enterprises move artificial intelligence out of pilot and into production. He is the founder of Response, a growth systems company; Forward Labs, an AI deployment company; and Apricode AI, an AI-native growth operating system. His work centres on the Deployment Ladder — a five-rung framework for taking AI from experiment to operating standard — and on the governance, measurement and operating models that make deployment durable. He publishes Signal, a written briefing for operators, and speaks to executive audiences in San Francisco, New York, London, Dubai and Istanbul.

Murat Durak is an AI advisor, strategist and senior AI deployment operator working at the intersection of artificial intelligence, growth and enterprise operations. He is the founder of Response, a growth systems company; Forward Labs, an AI deployment company; and Apricode AI, an AI-native growth operating system.

His practice is built on a single observation: most enterprise AI does not fail technically, it fails operationally. Models work in pilots and stall on their way to production because ownership, measurement and governance were never designed. To address this he developed the Deployment Ladder, a five-rung framework that takes an organisation from isolated experiments to AI as an operating standard, with clear criteria for each rung.

He advises boards, founders and executive teams on AI strategy, deployment sequencing, agentic operating models and the growth systems that convert capability into revenue. Engagements typically run as deployment sprints, advisory retainers or board-level sessions.

He writes Signal, a written briefing for operators building with AI, hosts The Deployment Room, and teaches the Deployment Ladder Cohort. He is the author of four books, including FRICTIONLESS, The Invisible Employee, The Delegated Customer and Love in the Age of Matching. He works across San Francisco, New York, London, Dubai and Istanbul.