Fair Patterns ›
About us
We are on a mission to turn the rule of law into living architecture, embedding legal standards into every layer of the digital stack so that online manipulation and addiction cannot be designed in, and human freedom cannot be designed out.
Our team
Meet the experts behind Fairpatterns
Marie is a human-centered tech & AI entrepreneur, with a unique combination of BigLaw expertise in London, Brussels and Paris, EMEA in-house experience as VP Legal and legal innovation and AI entrepreneurship. She is also the Paris Chair of Women in AI Governance, and an expert in dark patterns with the European Data Protection Board. Marie teaches at Singapore Management University, Sciences Po and Paris II university. Marie also serves as an advisory board member at the BASIL research initiative, the Serpentine Galleries and Pickering Pierce.
An agile executive with experience leading data science and technology initiatives and managing both technical and business teams. As a data driven innovator and technology leader with a track record of successfully launching several products, I sit at the intersection of Data, Technology & Finance. Adept at taking projects from Idea-to-Launch and building data science pipelines for rapid modeling. Experienced in M&A with over $3B in closed transactions. Developed Agile Compliance Framework (c).
Sundar holds a Doctorate in AI Ethics, with a focus on ethical issues and downside risks associated with artificial intelligence systems. He has published papers at ASIS&T SIG-SI and SIG-IEP workshop, Annual Conference of SEAC 2021, A Better Tech convention and career fair, BHCC 2021, and SweDS 2022. One of his papers got selected for poster presentation at NeurIPS 2022 workshop. 3 of his papers were selected for NeurIPS 2023 conference workshops. He is also a Fellow and a Board member of ForHumanity, an organization working towards building criteria for audit of AI systems. Sundar co-authored the Risk Management Framework for audit of AI systems as part of ForHumanity.
An industrial designer with a specialization in brand identity and user interface design, Guillemette is a proud graduate of ENSCI – Les Ateliers. Her career began with three impactful years in innovation consulting, a period during which she learned to analyze human behavior and the way in which it is influenced by user interface design. Having written her thesis on scientific vulgarization, she joined Amurabi with the desire to demystify and simplify, ensuring that legal concepts are brought within reach of the general public.
Having initiated his entrepreneurial journey at the age of 14 and subsequently managing a small company, Bibin developed an entrepreneurial mindset. With over 7 years of experience, he has specialized in UX/UI design, digital marketing, and graphic design. Bibin firmly embraces the ‘Juggad Mindset', which is about finding solutions to complex challenges with limited resources. Committed to enhancing the ease, safety, and accessibility of people’s lives, he ardently believes that each design should resonate with the core of human emotions and preferences. In collaboration with Amurabi, Bibin aspires to consistently push the boundaries of creative thinking and contribute to shaping a better digital world.
After completing a Bachelor of Law at Panthéon-Assas University, Doa began a Master's in Economic Law and Global Governance Studies at Sciences Po Paris Law School (class of 2025). She spent a semester at Stanford Law School, where she was introduced to Legal Design through a Policy Lab focused on AI for Legal Help. At Fair Patterns, she has deepened her knowledge in this field, bridging the gap between law and technology. Recently, Doa developed a strong interest in the emerging field of integrity risk management related to climate finance and action. She joined the Investigations, Strategy, and Operations team of the World Bank Group’s Integrity Vice Presidency as a legal consultant for a year.
Our advisory board
Providing expert guidance and strategic advice
Harry coined the term « dark pattern » and has been exposing deceptive user interfaces since 2010. He runs the website deceptive.design (formerly darkpatterns.org) and is the author of the book ‘Deceptive Patterns’
Celia is a consultant, speaker, and acclaimed author of ‘The Gamer’s Brain: How Neuroscience and UX can Impact Video Game Design and The Psychology of Video Games’.
The Story Behind FairPatterns
Company History
FairPatterns was not born in a boardroom. It was born from three people who had seen the digital world from the inside and could no longer look away.
Team Expansion
Marie Potel-Saville, Co-Founder and CEO, spent years at the highest levels of the legal world, first in BigLaw, then as a General Counsel, advising some of the world's most complex organizations on their most consequential decisions. She had a front row seat to a problem no one was naming clearly: that legal advice, however rigorous and well-intentioned, never quite made it into the interface. It dissolved somewhere between the counsel's memo and the design file, between the compliance meeting and the shipped product, leaving a gap wide enough for manipulation to move into and make itself at home. When Marie first encountered the concepts of dark patterns and addictive design, she asked the question that would change everything: "What is the antidote?" No one in the room knew. So she decided to build it. Not because it was a market opportunity, though it is. Not because the regulatory moment was arriving, though it was. But because the rule of law matters. Because a legal system that exists on paper but dissolves in the interface is not really a legal system at all. And because human agency online is a condition for the survival of democracy itself.
That conviction became FairPatterns.
Jerry Gupta, Co-Founder and CTO, brought the technology industry perspective that gave FairPatterns its edge. Having spent years inside some of the world's most powerful technology companies, he was close enough to the machine to see how manipulation was not an accident but a deliberate strategy. Growth hacking. Engagement optimization. Retention by design. He watched top academics lend their expertise to teaching big tech how to nudge, hook, and hold human attention against its will. As a serial entrepreneur with several exits, when he decided to stop watching and start building, FairPatterns became his answer.
Marketplace Monitor
Dr. Sundar Narayanan brought something FairPatterns could not have been built without: the rarest possible combination of scientific depth and forensic precision. One of a handful of PhDs in AI ethics in the world, Sundar understood manipulation not just as a legal or design problem but as a systems problem, one that required rigorous scientific framing before it could ever be reliably detected, measured, or proven in a court of law. His years as a compliance and forensics expert gave that scientific grounding its teeth. Where others could identify that something was wrong, Sundar could document it, structure it, and build the evidentiary architecture around it that regulators and litigators needed to act. He understood that detection without proof was just an opinion, and that proof without scale was just a case. FairPatterns needed both, and Sundar knew how to build them together.
Get in touch
Contact us today to learn more about our solutions and how we can assist you in achieving your goals.
Office
75002 Paris
Trusted by clients worldwide
