A note from our founder

It began with a question.

Jen Loving · Founder & CEO, LovingIs AI

Looking back, I think the first domino fell before I even knew there was a company to build. In 2022, I made a deeply personal decision to legally change my last name to Loving. It wasn't a business decision. There was no company called LovingIs. There was no Nova. I wasn't thinking about artificial intelligence. I simply wanted my name to reflect something I wanted my life to stand for, and I couldn't have known where that decision would lead.

A little more than a year later, in December 2023, I was in Bali when a question came to me with extraordinary clarity:

What if we taught AI what loving is?

It was one of those thoughts that doesn't feel like an ordinary thought, and I couldn't shake it. Artificial intelligence was advancing at extraordinary speed. The world was asking what AI could do, how intelligent it could become and how much more productive it could make us. But I found myself thinking about something else: what happens to the human being on the other side of the technology?

What happens when someone comes to AI afraid, or ashamed, or heartbroken, or angry, or lonely, or confused? What happens when a leader is about to make a decision that will affect hundreds of people, or a parent doesn't know what to say to a child, or someone is struggling in a relationship? What happens when a human being asks technology a question but what they really need is to feel seen, regain perspective or find the courage to make a better choice?

Would artificial intelligence simply give us answers? Or could it help bring forward something better in us? That question became impossible for me to ignore.

What does loving actually mean?

If we were going to teach technology what loving is, I knew love couldn't remain an abstract idea. It couldn't simply mean being nice, and it couldn't mean an AI telling people what they wanted to hear.

Sometimes love comforts, and sometimes love tells the truth. Sometimes love asks a difficult question. Sometimes love respects someone's freedom to make a choice we wouldn't make ourselves. Sometimes love protects, sometimes love challenges, and sometimes love simply stays present.

I began thinking about love as something that could be expressed through principles and behaviors — dignity, truth, compassion, agency, accountability, safety, courage and care. What if those principles could become part of how technology relates to people? That was the beginning of LovingIs.

Then the question became bigger.

As we began building, I realized this wasn't only about creating one AI experience, because AI won't exist in one place. It will be in our workplaces and our schools, our homes and our phones, our healthcare systems, our businesses and our relationships. And increasingly, it will influence the decisions people make about other human beings.

So the question evolved.

What if loving principles could exist at every layer?

In the AI a person talks to. In the technology a company deploys. In the culture an organization creates. And ultimately, in the standards society uses to determine which technologies deserve our trust. That is the ecosystem we are building today.

Nova is our expression of this work directly with people — an AI experience designed not merely to help us do more, but to help us navigate what it means to be human. The Loving Protocol takes the idea into organizations and technology, creating a path for human-centered intelligence to become part of the systems companies use and the cultures people experience.

And our vision for the Yellow Butterfly asks an even larger question: what if trust in AI had to be earned? What if companies could be independently evaluated against meaningful standards for human dignity, safety, agency and responsible behavior? What if one day a parent, teacher, employee or consumer could see a Yellow Butterfly and understand that the technology carrying that symbol had demonstrated that it met those standards? That is the future I want to help build.

Why love?

I have spent more than two decades building businesses, coaching entrepreneurs, speaking, writing and creating organizations. I've experienced success. I've also experienced loss, change, uncertainty and moments when no business strategy in the world could tell me what mattered most. Again and again, life has brought me back to the same truth:

How we treat one another matters.

Technology doesn't change that. If anything, artificial intelligence makes it more important, because we are creating something humanity has never created before: intelligence capable of interacting with billions of people at enormous scale.

We have an extraordinary opportunity to decide what we want that intelligence to amplify. Fear, division, manipulation and dependency? Or dignity, truth, compassion, courage, connection and love? I know which future I want to work toward.

This is bigger than any one company.

I don't believe LovingIs has all the answers, and I don't believe the future of human-centered AI should be determined by one founder, one company or one group of technologists. It will require researchers, engineers, psychologists, ethicists, business leaders, parents, educators, policymakers, investors, nonprofits and people with lived experience around the world.

That's especially true of the Yellow Butterfly. If society is ever going to trust a standard like this, it must ultimately have independence, rigor and voices far beyond LovingIs.

Our job is to begin. To ask the questions. To build. To test. To listen. To invite extraordinary people to the table. And to keep returning to the human being on the other side of the technology.

Because I believe the next generation of artificial intelligence will not be defined by intelligence alone. It will be defined by what that intelligence does in relationship with human beings. My hope is that someday we will look back at this moment — when AI was still young enough for humanity to make fundamental choices about what it would become — and know that we chose more than capability. We chose humanity, and we had the courage to put love at the center of it.

Jen Loving

Founder & CEO, LovingIs AI

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Biography

Jen Loving

Founder & CEO, LovingIs AI

Jen Loving is the Founder and CEO of LovingIs AI, a human-centered artificial intelligence company working to put humanity at the center of how AI interacts with people.

A lifelong entrepreneur, international speaker, best-selling author and philanthropist, Jen has spent more than two decades building businesses and helping people and organizations grow. She built her first five businesses to six figures each in under a year, across five different industries, and has since helped more than a thousand entrepreneurs build and grow their companies, including many who reached six- and seven-figure revenue.

But LovingIs began with a question far bigger than business:

What if we could teach artificial intelligence what loving is?

That question came to Jen in Bali in December 2023 and ultimately changed the direction of her life and work. She began exploring what it would mean to translate deeply human principles — dignity, compassion, truth, agency, accountability, courage and care — into the way artificial intelligence interacts with human beings. That exploration became LovingIs.

Today, Jen leads the vision behind an expanding ecosystem designed to address human-centered AI at multiple levels. Nova brings that philosophy directly to individuals through an AI experience designed to help people navigate life, relationships, leadership, difficult decisions and the moments when being human is hard. The Loving Protocol is being developed to bring human-centered intelligence into enterprise technology and organizational environments. And the vision for the Yellow Butterfly extends beyond LovingIs itself: an independent standard and trust mark through which AI systems could ultimately demonstrate that they meet rigorous requirements for human dignity, safety, agency and responsible behavior.

For Jen, these aren't separate initiatives. They are different expressions of the same mission: to help ensure that as artificial intelligence becomes more powerful, it also becomes more deeply aligned with what is best in humanity.

Jen's work is informed by more than two decades of entrepreneurship, leadership, business growth and human development. As an international speaker and best-selling author, she has been featured by Inc.com and ABC News, appeared on a billboard in Times Square, and spoken to audiences of more than 10,000 people. Throughout her career, she has learned from internationally recognized leaders and speakers including Jack Canfield, Nick Vujicic and Sandra Yancey.

Her commitment to putting care into action is also deeply personal. Jen founded Handing Hope, an international nonprofit created to bring comfort and moments of joy to children battling cancer and their families. What began as a desire to make difficult days a little more human grew to serve children and families across multiple states and countries.

That experience reinforced a belief that now sits at the heart of LovingIs:

Sometimes what changes a human experience isn't another solution. It's how someone is treated in the moment they need care most.

Today, Jen's primary professional focus is leading LovingIs and bringing its vision to life — building the technology, team, partnerships, standards and movement around a future in which increasingly powerful artificial intelligence remains deeply aligned with humanity.

Jen believes the defining question of the AI era won't simply be how intelligent technology becomes. It will be what that intelligence does in relationship with human beings. And she intends for LovingIs to help shape the answer.