About
This site accompanies a book. The book argues that when making becomes nearly free, the scarce thing is knowing what should exist — and answering for it.
The book
The Imagination Economy is a work of serious nonfiction, currently in preparation, about what becomes scarce when generating almost anything approaches zero cost — and what it means to work, learn and live on the far side of that change. Its argument is that the constraint on valuable work has moved: from making things well to knowing what should exist, choosing among abundant possibilities, and answering for the choice. It does not assume that imagination stays a human monopoly; it asks what remains for people when machines can propose as well as produce.
This site is where that argument is defined, tested and, where necessary, corrected in public before the book is fixed in print.
The authors
Alexander Gorny
Lead author. Co-founder of FLUX AI, Inc. and of CRAISEE, an all-at-once generative AI platform that brings more than one hundred generative models behind a single creative interface and is used in more than ninety countries. It is the second time he has built this kind of thing: in 2006 he co-founded Hobnox, which raised €30 million from Thomas and Andreas Strüngmann and built the browser-based Audiotool, the first demonstration that real-time digital signal processing could run inside a web browser.
He writes from inside the building of these tools rather than from commentary on them, and the book is candid about what that vantage can and cannot see. He is based in Berlin.
Anne Minnemann
Scientific co-author, responsible for the research architecture, the citational apparatus and the scholarly grounding of the argument. She is editor-in-chief of the Pferdeheilkunde Compendium and publishes a weekly newsletter on AI and technological progress in veterinary medicine — a specialised profession undergoing exactly the transition the book describes, observed from outside the AI industry.
Her vantage is the book's answer to its own strongest objection: that people who build these systems are the wrong people to assess their importance.
The book is represented by Jim Levine of Levine Greenberg Rostan Literary Agency, New York.
What is here
A definition
The phrase imagination economy has recurred in print since at least 2006 without ever receiving a mechanism. The glossary supplies one, and the history is laid out so the next person does not have to reconstruct it. Every entry is written so that it could be shown to be wrong.
The methods
The Comparative Method, Brief Geometry and the five capacities of direction are the practices the book teaches. They appear here first, tested on real work, before they are fixed in the manuscript.
The plates
Latent Cartography is a continuing atlas of visual arguments that runs in parallel with the text. Each chapter of the book is anchored by a plate; new plates appear here with a note on what they argue and what was left out.
The evidence
The research section holds the constraint hypothesis, the evidence ledger, and the measured claims — what a commercial image cost in 2021 and what it costs now, and the like — with their dates, thresholds and sources. Numbers here are meant to survive being checked.
The argument against
A recurring series takes the strongest objections to the thesis seriously and answers them or concedes. If the definition is wrong, this is where it should be possible to show that.
Where the argument began
A serialised version of the book has published on LinkedIn under the same title since May 2026, read by founders, designers and investors across the AI ecosystem. Posts are published here first and adapted there, so the record lives on a site the authors own.
Rules
Every post makes at least one claim that could fail, and says what would make it fail. Every number carries a source. Forecasts state a horizon and a mechanism and are marked as forecasts. The question of what these systems observably do is kept separate from the question of what, if anything, they experience. And the chapters themselves are not published here — what appears is upstream, downstream and alongside them.
Get in touch
If you work in a field where the cost of making has collapsed and you have evidence — a before-and-after you can date, a workflow that changed, a profession being quietly reorganised — we would like to hear it. Write to alexander@flux-ai.co, or join the newsletter below for new essays, plates and research notes. Occasional updates; no spam.
The Imagination Economy is a project of Alexander Gorny, supported by FLUX AI, Inc. Established 2026, Berlin and Hermosa Beach.