Arti Send Ahead Pitch Deck

1. Language should be magical… let’s make it so!
You know, that actually makes a lot of sense!
Rewire your brain for language
Mission statement:
We want to build the Language
Learning App for beginners that is
truly fun and absorbing.
We want to solve the major
cognitive challenge of enhancing
Language Acquisition through
“Artificial Immersion”.
www.artilanguages.com
“
”

2. Problem
The Problem with Language Learning
I want to learn languages from an app but nothing seems to work for me
I tried Duolingo, but I still can't follow real conversations in French – why not?
The reminders make me feel guilty and anxious – it's my fault I'm not making progress
I find most apps repetitive and unimaginative. Why is language learning such a chore?
We know how to learn a
language – so why don't Apps
just do that?
3 unfulfilling options Isn't Duolingo highly successful?
Duolingo
Course
No.
Starting
No.
Finishing
Survival
Rate
101M ~50k 1 in 2000!
142M ~14k 1 in 10k!
399M ~120k 1 in 3000!
[2] Duolingo Efficicacy Study 2021 – finishers of French/Spanish averaged ACTFL Listening
Level 4 –” able to understand some information from sentence-length speech, one utterance at a
time, in basic personal and social contexts, though comprehension is often uneven.”
Immersion just means listening
and reading a lot in the target
language. This builds up new
language networks in the brain. It’s
the only method that works.
But schools & popular apps don't
use it as immersion is hard work
for beginners. Instead, they use
ineffective methods, and largely
waste learners' time.
Popular Apps
• Sold to beginners as a cozy, easy
way to learn but are in fact dull
• Only retain users through
unhealthy attention hacks
• Disappointing outcomes
Yes, although almost no one
completes the courses [1] and those
that do reach only a low real level. [2]
100s of millions of former users are
looking for more.
“Traditional” Apps
• Boring grammar and content
• Disappointing outcomes
Immersion Apps
• Require focus & discipline
• Not so accessible to beginners
”
“
[1] Duolingo tellingly doesn’t release course completion rates. Survival Rates
estimated from publicly available data at Duome.eu.

3. The Solution Solution
There's a gap in the market for “Meaningful
Games” on high-end phones: a positive remedy
to the ills of the attention economy.
Duolingo pretends to provide this, in practice their business model
locks users into dull, ineffective methods.
A successful new language game needs to be based
on pedagogy that works, and rich gameplay, not gamification.
commercial and
socially positive
An advance in
cognitive science
GenAI and
intelligent tooling
Generative AI combined with the team’s experience
with “Intelligent Tooling” massively lowers mobile
game and multilingual content creation costs.
Content costs were a hurdle in our early business plans, but LLMs are
ideal for graded story writing. “Intelligent Tooling” is a tools-first
(constraint-driven) approach to modular gameplay, level design and
content creation – the only way a small team can efficiently deliver a
complex and multi-disciplinary project.
“Artificial Immersion” is a serious innovation in
Educational Technology that we believe may
solve key problems in how languages are learned.
The only step that matters in language learning is Immersion, yet
until now few have tried to improve the Immersion process itself or
make it fun and accessible to beginners.
Screenshots from app in live trial
Arti rethinks immersion,
unlocking it for beginners
Powering an imaginative 3D
mobile game
Making a fun and effective
language app for all

4. How it Works How it Works
The game is a simple yet engaging journey, spanning
the real world and a fantastical dreamland. Because
you’re gaining something valuable from the
experience – a language – we call this a
“Meaningful Game”. As you learn your first words,
you also learn how to “Artificially Immerse”…
“Artificial Immersion” is an
innovative technique to “think” in
any language using around 30
touchscreen gestures. Aided by
colourful visual feedback, Arti
rapidly trains your brain to:
• parse and understand speech
• “dual focus” on sound and
meaning simultaneously
• develop a “feel” for grammar
• “let go” of your native language
This artificial “dual focus” is a genuine technical
innovation, stimulating fast wiring up between
sound and meaning in your brain's new language
network, and generating large previously
inaccessible datasets of the learning process.
3 As your brain's new language
network develops, you will have a
series of “Wow!” moments where
you realise you can understand
without translating. Micro-fluency
is being able to understand lengthy
spoken language at each stage of
your language learning journey. This
is the most exciting part of
language learning but is only
possible through immersion – in
this case, a new, super-charged
form of immersion!
• work and think in your new language from first
words through to complex lengthy speech
Our Proof-of-Concept App has shown anyone can
pick it up – and enjoy doing so!
The data gained from Artificial
Immersion allows us to
measure and prove the efficacy
of the system.
4
Now… what did Dad say about the past?
1
Welcome to the Future, Lola!
2

5. Links
Watch: 2 minute intro
A very brief introduction to
Arti, including footage from
the proof-of-concept app
Artificial Immersion explained in 2 minutes
Watch: 6 min explainer
A discussion of some of the
theory behind “Artificial
Immersion” – what is the dual
task paradigm, and how might
it help us build new language
networks in the brain?
Listen: 27 min podcast
Duncan discusses what he
learned from studying the
history of language learning
on the “I’m Learning
Mandarin” podcast with
Mischa Wilmers
How it Works
The Theory Behind Artificial Immersion

6. Milestones Solution
Screenshot from app in live trial
Progress
Proof of Concept App built by the
founder team for iOS and Android
Positive feedback from initial
users in US, Europe and Asia
Extensible infrastructure for
Content and Mobile Games
Made
with
64% of POC users agreed “Arti
is different and exciting” while
36% “were waiting to see how
it works at higher levels”
89% rated their experience
using the Artificial Immersion
technique positively with 43%
rating it “Excellent”, while
none found it “Difficult” to use.
Juan, Spain (iOS)
“It’s completely
different from any app
I’ve tried, in a very
exciting way!”
David, Taiwan (Android)
“This is really ambitious!
I can’t wait to see the
full product.”
App trial so far
POC app trains early-stage Mandarin Chinese learners to
"Artificially Immerse" in a 2-hour-long 3D mobile game
built in Unity: Download Arti Here.
R&D of Artificial Immersion to
solve key EdTech challenges Extensible technical infrastructure already in place for gameplay, level
design, cloud content delivery, linguistic parsing engine etc
All language content / much art made using “thoughtful” AI pipelines.
User Funnel Validation: Twitter, Instagram, Podcasts.
Completed UCL Edtech Labs accelerator program.

7. Who we are Solution
Team
Duncan
Will
Unity
Merle
Gwen
Tom
Duncan Parrish is a software architect, entrepreneur and
educationalist. He studied Natural Sciences at Cambridge
and was briefly a journalist before co-founding the FinTech
firm Parrish Blake (PB). He was the software architect of PB’s
suite of Investment Management systems before it was
acquired by Waverton IM in 2018 (helping drive WIM’s
subsequent growth). Duncan’s interest in linguistics, sparked
by his time in Russia and the Middle East, grew with the rise
of “language-hacking” over the 2010s – but he always felt the
core process of “Immersion” could be made more accessible.
Duncan and Will are both professional developers who
have built the currently released Proof-of-Concept App in
Unity, but Arti also needs a veteran Unity Architect co-
founder. They will have experience in game architecture,
shipping complex projects, and oversee building and
managing the broader team hired following crowdfunding.
Will Bourchier studied Physics at Bath before joining
Duncan’s team at Waverton as a software developer, UX
designer and project manager. Will co-founded Dream
Languages with Duncan in 2019 to develop vocabulary
building tools using Spatial Memory. Will’s long fascination
with games led to Dream’s use of Unity3D as he grew
interested in how fusing good game design and effective
pedagogy could lead to “Meaningful Games”.
Dr Merle Mahon is Associate Professor at the
world-renowned Psychology and Language
Sciences department of University College
London. She researches multilingualism and the
role of gesture in language development.
Dr Gwen Brekelmans is Senior Lecturer in
Psychology and Advanced Research Methods at
Queen Mary University, London. She researches
perception in second-language acquisition and
implicit language processing (what Arti calls
micro-fluency).
Tom Gadsby is Head of Data & ML at Career
Foundry in Berlin. A Chinese-speaking polyglot
and expert in AI and LLMs, he has advised Dream
and Arti Languages on data parsing and analysis
across multiple languages, as well as content
development.
Advisors
Other Supporters and Advisors
Prof Li Wei, Director of the Institute of Education, University
College London, the world expert in “Translanguaging”
Prof Victoria Murphy, Professor of Applied Linguistics and Director
of the Department of Education, Oxford University
Mischa Wilmers, Co-founder of Peak Mandarin, Manchester

8. Route to
Market
Arti’s technical base + SEIS
round powers crowdfunding,
allowing strong multi-language
market entry
Success of crowdfund + user
outcomes from Arti innovation
confirms strong PMF
Arti can raise the money and
form the strategic partnerships
needed to take on large
incumbents*
*This could happen before market
entry, if partnerships available
Route to Market
6 months before campaign launch: Instagram, Twitter, FB, YouTube Affiliates,
Podcasts, Press drive users to free sign up page.
A £5 reservation program to join VIP Early Adopters Groups gets best
Kickstarter pricing, access to demo in Mandarin/French/Spanish as perks.
VIPs are 10-20 times more likely to pledge when the Kickstarter campaign
launches in Q4 2024 and hugely reduce launch risk.
£250k SEIS round supports team of 5 on product development pre-
Kickstarter, giving Arti a head-start on delivering full product and allowing
Kickstarter money to be spent on market entry.
Crowdfunding is ideal for us
It has a proven track record for visually-appealing
language products and educational games:
Crowdfunding in Practice: memoryOS model
$1.7M (2022)
Gabriel Wyner’s
pronunciation
focused app
$3.45M (2012)
Funny, soulful
adventure game.
Classic example of
great campaign
$1.2M (2023)
Cute
sea-themed
flashcard game
by Ikenna
$709K (2021)
Gamified app
teaching the
Memory Palace
technique

9. Market
Market
Global Online Language Learning (including apps): $14B (2021) [1]
App Market Leader Duolingo: 600M Downloads, 88M MAU, 27M DAU,
6.6M Subscribers. $150M Qtr Rev, but only $0.57 monthly ARPU.[2]
Duolingo cites “attention competitors” like Social Media and Mobile
Games: $272B (2030) as true rivals. [3]
Duolingo et al think ‘gamification’ is the solution – however streaks,
leaderboards and algorithmic notifications mask inherent weaknesses.
>500M have downloaded Duolingo, but no longer use it. >99% of these did
not complete a course.
Duolingo’s mistake is assuming this is an inevitable attrition rate, rather
than due to the major flaws inherent in their product.
Language App installs in 2021
“The industry is highly
competitive, with low
switching costs… innovation
by our competitors may
disrupt our business.” -
Duolingo S-1 Form
Future Market Dynamics
A.I. features/tutors won’t improve outcomes, until pedagogy improves.
Instant translation devices won’t disrupt most language learning.
Language learning will remain either essential (English) or a highly
prized social activity. Improving effectiveness may increase appeal.
[1] FNFresearch - Online Language Learning Market 2022 -2028
[2] Q4 2023 Shareholder Letter (28/02/2024)
[3] Luis Von Ahn, Duolingo CEO, 2023 TED Talk: How to Make
Learning as Addictive as Social Media.

10. Competition
Immersion for beginners
Traditional teaching
doesn’t scale: you
have to switch to
Immersion
Beginners
Immersion
Traditional
Experienced Learners
Science
is here
Money
is here
i
Flawed attempts to make
Immersion work for beginners:
Rosetta Stone attempts to provide
immersion through images, which
rapidly breaks down in practice.
Clozemaster relies on unconnected
non-narrative sentences when
compelling narrative is key.
Popular multi language apps for Adult Independent Learners
Experienced language learners know
that immersion is essential to make
real progress. However, attempts to
create a system geared towards
beginners have so far arguably failed.
Most App-providers play it safe, using
traditional techniques that are easy to
implement but which have ultimately
disappointing outcomes.
Tutoring firms like iTalki (human) or
Speak (AI) are peripheral to the core
Immersion problem.

11. Business Model
Healthy Habits, Healthy Revenue
Learn on Arti for FREE forever: choose one of our Free Monthly Challenges!
Use the psychology of language learners to get subscription sign-ups
The “Challenge System” is a healthy new Freemium model for the “Habit Economy”:
Successful challengers (1) are in a minority (2) provide crucial validation (3) will evangelise!
Standard Monthly Sub
£10 per month
Challenge Monthly Sub
£18 per month
Lifetime Membership
£200 all in
Pick your Path
Study 20+ mins
for 20+ days
and your month
is FREE!
Challenge Subs*
*To make this work in
practice users must always
have ‘psychological off-
ramps’
e.g. Challengers who miss
their goals can still receive a
FREE month through referrals
and social media
recommendations etc.
Stay on the Challenge
Subscription for only 12
months and receive a FREE
lifetime sub – gives a reason
for users to keep subscribing
Consistency
Learn for 15+
hours this month
and your month
is FREE!
Volume

12. Partnering with Backercamp to prepare Crowdfunding campaign
Demo released to create funnel for Crowdfunding, includes useful
features like micro-fluency tests to stimulate community debate
Game design to include stories, dialogues, lesson plans – content
must be funny or though-provoking or plot-driven – never dull!
Native Speakers to advise on cultural content and language
Build playable Prototype with small team, on existing Proof-of-
Concept and Demo codebase to test game and pedagogy work
Prototype in French and Chinese - other languages (eg Spanish)
follow as scope allows
A complex project requires all processes and goals to be simplified
– internal tooling/processes/pipelines can mean success or failure
Build full MVP with larger team only following crowdfunding and
when core game and linguistic assumptions tested and approved
What’s Next?
Full demo, game design,
key hire and advisory
partnerships
Crowdfunding prep,
release public demo,
build playable prototype,
test core assumptions
Crowdfunding Campaign Live
What’s Next?
Post SEIS Funding Round
Plan out language courses/game design
Hire Unity Architect Co-founder
Form strategic relationships with
academics, crowdfunding agencies etc
Build Demo App from Proof-of-Concept
codebase: showcases Artificial Immersion,
feel & humour of game, tests micro-fluency
Now: Pre SEIS Round
Early Access to MVP
then Full Release
Build out MVP with full Dev
Team
SEIS Funding Round Opens
Mar-Jun
June
Jun-Dec
January
Feb-Jul
July
onwards
The Demo App will likely include some French!
Bon... à très bientôt j'espère?

13. Thank you.
www.artilanguages.com
duncan@artilanguages.com
will@artilanguages.com
Bon... à très bientôt j'espère?