Emotional intelligence is the future — We're building it TODAY.

Goodable is an AI company. Born from a war correspondent's question — what if technology made people feel better instead of worse — we built IRIS, the emotional intelligence engine now bringing daily joy and behavioral change to hundreds of millions of people.

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From the front lines to the FUTURE.

Our founder, Muhammad Lila, spent years as a war correspondent (CNN, ABC) covering gunfights, explosions, and earthquakes. He witnessed what happens when people consume too much negativity, so he asked a different question: What if we could train AI to not just to understand language — but to understand how that language makes you feel? And what if every time you looked at a screen, what you saw was optimized for your emotional state?

That question became Goodable, and the answer became IRIS. Today our proprietary AI analyzes emotional impact in real time, running at enterprise scale, delivering joy to 91+ countries and hundreds of millions of impressions every month.

Muhammad Lila filming from a military helicopter in Afghanistan

Countries

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Fans on Social

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Peak Monthly Impressions

Mood Improvement

Our Vision

Smart content that adapts to your EMOTIONAL STATE.

The world consumes 400 billion terabytes of content everyday, but none of it is optimized for emotional impact. Un-optimized content costs US companies more than $1.9 trillion dollars every year.

We believe the next frontier of AI is emotional intelligence. IRIS is the infrastructure layer that makes it possible — scanning any content, predicting its emotional impact, and optimizing it in real time. At any scale.

Emotionally intelligent content adapting to emotional state

Senior Leadership

World-class talent. One MISSION.

Scientists, engineers, and storytellers united by one mission: emotional intelligence at global scale.

Muhammad Lila

Founder & CEO

Emmy-nominated war correspondent (CNN, ABC News) turned AI founder. Muhammad reported from Afghanistan, Iraq, Syria, Ukraine, and Gaza before asking a defining question: what if AI could make people feel better instead of worse? That question built IRIS.

Dr. Acacia Parks

Chief Science Officer

PhD psychologist with 20 years at the intersection of psychology and AI. Former CSO at Happify, where she scaled clinically validated AI to tens of millions of users. At Goodable she leads all clinical research, model validation, and the science behind IRIS.

Jonathan Vize

Director of Content

Jonathan leads all content intelligence strategy at Goodable, including IRIS API output and product content. He previously built and managed a team of 150+ at Canada's largest television network.

Pavel Edinov

CTO

Pavel architects the AI infrastructure behind IRIS. He began coding at 14 and leads all model development, API engineering, and mobile systems — with a deep focus on emotionally aware AI, enterprise-grade performance, and real-time scale.

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As human beings, we owe it to ourselves to act more humanely. My bets are on Muhammad and the Goodable team to help us with just that quest.

Forbes