Meet Diego Herrera-Rios

We had the good fortune of connecting with Diego Herrera-Rios and we’ve shared our conversation below.

Hi Diego, what was your thought process behind starting your own business?
I started ShooflyAI because I saw a clear gap between where AI technology was heading and how most businesses were actually using it.

There was a lot of excitement around AI, but most companies didn’t need more hype. They needed someone who could translate the technology into practical systems that solved real operational problems. Things like automating repetitive work, organizing internal knowledge, improving customer communication, streamlining sales processes, and helping teams make better decisions faster.

My background has always been technical and process-driven, so I looked at AI less as a novelty and more as a new operational layer for businesses. I believed early on that AI was not just going to be another software trend. It was going to change how companies are built, how teams work, and how businesses compete.

That became the foundation for ShooflyAI. We help companies take powerful AI tools and turn them into real infrastructure inside their business. Not just chatbots or surface-level automations, but systems that can actually improve how a company operates day to day.

The decision to start the company was definitely a risk, but it felt like the right risk. I knew this shift was happening, and I wanted to be building at the front of it rather than reacting to it later. I believed that small and mid-sized businesses deserved access to the same level of AI capability that large enterprises were beginning to explore, without needing a massive internal team or budget.

At the core, my thought process was simple: this technology was going to reshape business, and I wanted ShooflyAI to be one of the companies helping organizations make that transition in a real, practical, and valuable way.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
ShooflyAI is an applied AI company focused on building AI agents, second brains, and custom intelligence systems for businesses.

At a high level, we help companies take the knowledge that already exists inside their organization and make it usable. Most businesses have valuable information spread across documents, CRMs, emails, spreadsheets, call notes, SOPs, Slack messages, and the minds of key employees. The problem is that information is often scattered, hard to access, and difficult to apply consistently. We build systems that help companies bring that knowledge together and turn it into something their teams can actually use.

One of the core ideas behind ShooflyAI is that every company should be able to own its own intelligence. As AI becomes more central to business, companies need to be intentional about their data, their workflows, and the systems they build on top of that information. We believe the future is not just about using generic AI tools. It is about building company-specific intelligence layers that understand the business, preserve institutional knowledge, and help people make better decisions.

That is where agents and second brains become powerful. A second brain gives a company a centralized intelligence layer around its own knowledge. Agents can then use that intelligence to help with real workflows, whether that is answering internal questions, preparing reports, supporting sales teams, assisting with customer communication, processing documents, or helping operations teams move faster.

What sets us apart is that we are very focused on practical implementation. We are not trying to sell AI as magic. We care about whether the system works, whether it fits the business, whether the team can use it, and whether it creates measurable value. A good AI system should not feel like a science project. It should feel like infrastructure.

I am proud that we have been able to help businesses move from curiosity about AI to actually having working systems inside their companies. That transition is the hard part. A lot of people can talk about what AI might do someday. The real work is understanding a business deeply enough to build something useful today.

Getting here has not been easy. AI moves incredibly fast, and building a company in this space means you are constantly learning, adapting, and making decisions with incomplete information. You have to educate the market, earn trust, deliver real results, and keep improving as the technology changes. There is no playbook for a lot of what we are building.

The way we have overcome those challenges is by staying close to the problems our clients actually have. We listen, build, test, and improve. We try to stay honest about what AI is good at, where it still has limitations, and how to design systems that are useful in the real world.

One of the biggest lessons I have learned is that AI only matters when it is connected to a real business outcome. The technology is impressive, but the value comes from how it is applied. Another lesson is that trust is everything. When a company lets you into its operations, data, and decision-making processes, you have to treat that responsibility seriously.

What I want people to know about ShooflyAI is that we are building for companies that want to take ownership of their future. We believe AI is becoming a core layer of business infrastructure, and the companies that organize their knowledge, protect their data, and build systems around their own intelligence will have a real advantage.

Our story is still being written, but the mission is clear. We want to help businesses move beyond surface-level AI and build systems that give them more clarity, more leverage, and more control over the intelligence that already exists inside their organization.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my best friend was visiting for a week, I would probably give them a mix of Atlanta and the parts of Georgia that I personally enjoy the most. I like the city, but I am also someone who really values being outside, slowing down a little, and spending time in nature.

One thing I would definitely do is take them to an Atlanta United game. I have been a season ticket holder since the inaugural season, so that has been a big part of my Atlanta experience. The energy at the stadium is different, and I think it is one of the best ways to understand the culture and diversity of the city. Even if someone is not a huge soccer fan, it is hard not to have a great time there.

Outside of that, I would keep the city portion pretty intentional. We might spend some time around the BeltLine, grab food somewhere in the city, or go somewhere with a good atmosphere, but I would not try to make the whole week a packed downtown itinerary. That is just not really my style.

A big part of the trip would be getting outside the city. I would want to show them North Georgia, the mountains, and some of the quieter places that make this area special. I would probably plan a day to drive up toward the mountains, get breakfast or coffee on the way, hike, see some views, and just spend the day outside. Those are the kinds of places where you can actually reset and enjoy Georgia in a different way.

I would also want to spend time near the water if possible. Whether that is Lake Lanier, a cabin weekend, or just somewhere peaceful outside the city, I think some of the best memories come from being able to relax, talk, eat good food, and not feel like every hour has to be scheduled.

For food, I would keep it simple and focus on places that actually feel worth it. Good barbecue, Mexican food, maybe a good dinner in the city, and then some local spots north of Atlanta around Alpharetta, Roswell, or Cumming. I like places that feel comfortable and real more than places that are popular just because everyone posts about them.

So my ideal week would probably be Atlanta United, a little bit of the city, good food, time with family and friends, and then a lot of nature. To me, that is one of the best things about living in this area. You can experience the energy of Atlanta, but you are also not far from mountains, lakes, trails, and quieter places where you can breathe a little.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I would dedicate my shoutout first and foremost to my wife, Sydney. She has been my biggest supporter through the entire process of building ShooflyAI. Starting a company comes with a lot of uncertainty, pressure, long hours, and moments where you’re trying to figure things out in real time. Having someone beside me who believes in me, encourages me, and keeps me grounded has made a huge difference.

Sydney has supported me not just during the exciting parts, but also during the stressful parts that most people don’t see. Her belief in me has given me a lot of strength, and I don’t take that for granted. A lot of what I’ve been able to build is because I’ve had someone at home who gives me the confidence and stability to keep going.

I also want to give credit to my family. A lot of my work ethic comes from the way I was raised and the people who taught me to take responsibility, work hard, and keep moving forward even when things are difficult. Those values have played a major role in how I approach business and leadership.

From a business standpoint, I want to shout out my cofounder, Jonathan Hessing. Jonathan and I have known each other since 6th grade, so he is not just my cofounder — he is someone I consider a brother. Building a company with someone requires a lot of trust, resilience, and a shared willingness to push through uncertainty. Jonathan has played an important role in helping ShooflyAI grow, build relationships, and create opportunities. Having someone beside me who is committed to the vision, willing to take risks, and willing to keep moving forward has been a meaningful part of the journey.

More than anything, I think building something worthwhile requires the right people around you. I’ve been fortunate to have support at home, a strong family foundation, and a cofounder who has helped bring ShooflyAI to where it is today.

Website: https://www.shooflyai.com

Linkedin: https://www.linkedin.com/in/diegoherrera-rios/