AI infrastructure for every business
The cloud let any business run software without a data centre. We do the same for AI — so you can deploy your own assistants, for your teams and your customers, without building the infrastructure.
"Let any business deploy its own AI — without building the infrastructure."
That's our mission. We handle the hard engineering — deployment, infrastructure, security, and isolation — so your business can deploy its own AI, for its teams and its customers, without building any of it. You stay in control of your knowledge and your Goblins; we run the platform underneath.
Our core values
Consumable by non-engineers
The power is infrastructure-grade; the surface is no-code. A business lead ships AI without writing code or running servers — that consumability is the product.
Actually yours
Your Goblin is grounded in your own knowledge and given your own voice — not generic chatbot answers. Your data stays private to your Organization.
Isolation as a product
Anyone you share with reaches only the chat — never your setup, prompts, or Datasets. One audience can never reach another's, and nobody outside your Org sees behind the curtain.
No surprise bills
Set a Goblin Gold budget for every team and audience, and see exactly what each one uses. Predictable cost is a requirement, not a nice-to-have.
What we believe
The cloud model, applied to AI
We are to AI what the cloud is to software.
The cloud let any business run software without owning a data centre, a rack, or an ops team. DoThat does the same for AI: a business deploys its own AI assistants — Goblins — without owning an ML stack, an infra team, or in-house AI engineers. We handle the operational heavy lifting underneath; you stay in control of your knowledge, your assistants, and your data.
The infrastructure-grade middle
The power of raw AI, consumable like an app.
Raw AI infrastructure — model APIs, orchestration frameworks, cloud ML — is powerful but demands engineers. Consumer chatbot builders are easy but aren't real infrastructure: no isolation, no metering, no governance. DoThat is deliberately the middle — enterprise-grade isolation, access control, and cost control underneath, consumable by someone who is not an engineer.
Born from a glitch: the story of the Goblin
A distinct, nostalgic identity.
Our identity was inspired by a news story about an AI model that developed an uncontrollable affinity for goblin metaphors. Wrestling to name a new category in the chaos of AI — agent? assistant? something else? — we adopted "Goblin." When the founder’s son built a Lego goblin, we committed fully. It sidesteps the industry's tired vocabulary and gives a playful, human face to serious infrastructure.
AI without an engineering project
No ML team, no infrastructure to run.
Most businesses have valuable knowledge but no engineering resources to turn it into secure, scalable AI — and doing it properly is an engineering project they don't want. DoThat removes that: you add your Datasets and configure your Goblin's AI behavior in minutes, and we run the vector databases, scaling, cloud backend, and hosting. Idea to a working assistant in days, not quarters.
Your knowledge stays yours
Ownership, privacy, and control.
Most AI tools blur who can see your prompts and knowledge, blending it into generic answers that strip away privacy and control. We reverse that: your business keeps full ownership, governs access via strict sharing rules, and keeps proprietary knowledge isolated within its own Organization boundary. The chat path runs on Google Cloud Vertex AI, which — per Google — doesn't use your data to train Google's models.
Enterprise-grade, without the project
Infrastructure you don't have to run.
Goblins operate inside database-enforced Organization boundaries with full role-based access control, strict data isolation built for GDPR and privacy obligations, encrypted document storage, Model Armor input screening, and a separate platform-admin plane with a full audit log of administrative actions — the kind of machinery a business would otherwise have to build and staff itself.
DoThat is operated by DoThat AI Ltd — company no. 17351077, registered in England & Wales.
Ready to deploy AI across your business?
You build the Goblins; we run the hosting, security, governance and scale underneath. Turn your knowledge into isolated, cost-capped AI — for your teams and your customers — in days, while your own people stay on the work your customers pay for.