Different paths
Javier Aragón had spent years working around innovation, vulnerability, accessibility and the relationship between technology and society. Antonio Aragón had developed his career in business, building relationships, interpreting real needs and working in sectors where trust, responsibility and execution matter as much as the technology itself.
Javier saw the need for an architecture governing interactions between people and AI systems. Antonio understood that such an architecture would only matter if it could be explained, tested and implemented within companies, institutions and regulated sectors.
The formal beginning
The formal AffectiveAI programme began in September 2025, with antecedents in projects involving innovation, accessibility, care, communication, business and the social usefulness of technology. During its first months, the founders focused on formulating a scientific thesis, developing a conceptual architecture, building experimental models, defining traceability mechanisms and exploring how human oversight could become a real operational capability.
A deliberate separation
In July 2026, this path led to an institutional decision: AffectiveAI Research would preserve, develop and publish the research; tuucke would turn part of that research into commercial products, infrastructure and services.
Research must be able to state its limits, correct itself and face scrutiny. The company must build, operate, sell and answer to its users and customers.
The separation does not reflect a difference in purpose, but a rule of integrity. The two activities are related, but must not be confused.
Javier Aragón
Javier’s career has been shaped by a recurring question: how innovation can expand human capabilities without leaving behind those in more vulnerable situations. Between 2008 and 2011, he promoted initiatives in Zaragoza related to innovation and accessibility, including dissemination of solutions for people with reduced mobility and projects linked to the University of Zaragoza environment.
This concern continued through business, social and creative projects involving care, safety, accessibility, mobility, communication and support for entrepreneurs, including Diario de un Cuidador, Libre y Seguro, Tdotex and EcoNBike.
With the expansion of generative models, he identified an insufficiently addressed problem: systems were becoming capable of producing language, remembering information, using tools and acting, while external mechanisms capable of governing each interaction were not advancing at the same pace. In September 2025 he formally initiated the AffectiveAI programme and led its conceptual architecture and turn-by-turn governance framework.
Antonio Aragón
Antonio brings a career developed close to companies, institutions and real decision-making processes, with cross-sector experience in insurance, energy, banking and real estate—fields where new technologies coexist with legal, operational, economic and reputational responsibilities.
From the earliest stages, his role has been to translate a complex AI governance architecture into language that companies, public administrations, potential collaborators and regulated sectors can understand. His work connects research, business utility and institutional responsibility, and is especially oriented towards tuucke as the company responsible for development and commercial operation.
Shared responsibility
Javier works primarily on category formulation, research, governance architecture and product vision. Antonio works from the company, institutional relationships, access to regulated sectors and the translation of research into real opportunities for scrutiny and deployment.
One protects the coherence of the thesis. The other requires that thesis to be explainable, testable and workable beyond the laboratory.