Katja is a journalist and producer. She comes from mainstream television. For her, AI was an opaque, distant world, even unsettling. She could see it mattered, but couldn't figure out how to get on board.

Alexandre has been in tech forever. For him, AI is obvious. A universe accelerating without waiting for anyone. He couldn't understand why so many people were staying on the sidelines.

The day they talked, Katja had her spark:

"But why has nobody ever explained it to me like that?"

Declic Media was born from that moment.

What's the spark?

The spark isn't a level, it's a moment. That moment when something fuzzy becomes clear. When "this isn't for me" transforms into "actually, I can do this".

And that moment doesn't happen just once.

• A beginner has their spark when they understand the importance of context.
• A regular user has their spark when they discover prompt engineering.
• An expert has their spark when they see how to integrate agentic AI into their work.

It's the same moment. Different subject.

• You've never tried AI, your spark is waiting for you
• You tried it and found it disappointing, the next spark will change that
• You use AI every day, there's a spark you haven't had yet