Ideas off
the shelf.
AI is reshaping how everything gets discovered, chosen, and trusted. We're here to map the new terrain — with research, builds, and radical honesty.
Projects
What is shelf engineering?
The AI shelf metaphor. Why discovery is being rewritten. What we believe — and what we won't pretend to know.
How LLMs actually work
Training data vs. inference. What's known, what's reverse-engineered, what's still unknown. No snake oil.
LLM Adoption Is Exploding
Data, charts, and citations showing how fast large language models are being adopted across every industry.
Behaviour Book
Free, private behaviour tracking for Australian primary school teachers. Log behaviour in 10 seconds, spot patterns, get evidence-based next steps.
About
The system that decides what gets discovered is being rewritten. Not by committees or regulations — by language models processing billions of queries, making billions of choices about what to surface and what to ignore.
Shelf Engineering exists to understand that shift and prepare for it. We publish the research, build the tools, and explain the mechanics — honestly, with sources, and without the noise that dominates this space.