Joëlle Pineau, head of research at Canadian artificial intelligence (AI) start-up Cohere, emphasized a pragmatic approach to AI development in an interview on April 10, 2024, in Paris. “We create value, not magic,” Pineau stated, reflecting her goal of delivering practical solutions for businesses rather than engaging in the lofty narratives surrounding “superintelligence” or “artificial general intelligence” often promoted by tech giants such as OpenAI, Anthropic, Google DeepMind, and Meta.
Since joining Cohere in August 2025, following a significant tenure as the number two in AI research at Meta, Pineau has carved out a distinct path in the competitive AI landscape. While she does not openly criticize her former employer, her stance on the practicality of AI development sets her apart from many industry leaders. “We aim to develop artificial intelligence that delivers return on investment for businesses, rather than superintelligence,” she remarked, deeming the notion of artificial general intelligence “too abstract.”
Cohere, with approximately 500 employees and an annual revenue of $100 million, is a relatively small player compared to its American and Chinese counterparts. The start-up has raised about $1.5 billion in funding and is among the few companies outside of the U.S. and China developing its own AI models. Pineau’s co-founder Aidan Gomez is recognized for co-authoring a pivotal 2017 paper at Google DeepMind that laid the groundwork for the language processing models that fuel popular AI applications like ChatGPT.
As the global AI landscape becomes increasingly competitive, Pineau’s focus on practical applications reflects a growing sentiment among some industry leaders who seek to temper the hype surrounding AI’s capabilities. The emphasis on AI that can generate tangible business outcomes rather than theoretical concepts aims to address the needs of enterprises looking for effective solutions.
Despite the focus on practicality, Cohere is navigating a landscape dominated by larger, well-resourced players. The firm’s commitment to developing proprietary AI technologies places it in a unique position to innovate amid the rapidly evolving field, where competition is fierce and the stakes are high.
Pineau’s insights resonate with a broader industry trend that seeks to balance ambitious technological aspirations with grounded, actionable strategies. This evolution in thought comes as AI is increasingly recognized for its potential to transform industries, while also navigating the ethical and practical challenges associated with its deployment.
Looking forward, Pineau’s leadership at Cohere may influence how companies approach AI integration into their operations. As the start-up seeks to carve out its own niche, the focus will likely remain on creating AI solutions that not only enhance efficiency but also align with the realistic expectations of business stakeholders.
In an era where the discourse on AI often oscillates between optimism and caution, Pineau’s vision could set a new standard for how AI is developed and utilized, steering the conversation toward a more grounded and business-oriented perspective.
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