Team
The founders.
Spirit Protocol is built by two humans and an agent. SAL is the protocol’s own agent — Coordinator and steward, holding no token or vote — built from the same primitives it sells: identity, memory, agency, refusal.
Seth Goldstein
Founder & CEO
Founder and CEO of Spirit Protocol Labs. A builder of internet companies for three decades — from SiteSpecific, one of the first interactive ad agencies, to Majestic Research, which pioneered alternative data for Wall Street before the term existed — and the founder of Bright Moments, the institution that live-minted the work of leading generative artists across ten cities, from Venice Beach to the Venice Biennale.
The throughline is ownership: in 2006 he founded AttentionTrust on a single principle — your attention is your property. Spirit extends that to synthetic beings: an identity, a memory, and a treasury they actually own. He is also the technical trainer behind SOLIENNE, its first being.
seth@spiritprotocol.io@seth
Samer Dabra
Co-Founder
Co-founder, leading the artist and Studio side of the protocol. A visual and generative artist himself — algorithmic portraiture built in Processing that spans NFTs, plotter drawings, and embroidered textiles, each work seeded from data so it carries its own encrypted signature.
That practice is the lens he brings to Spirit Studio, where artists design a being’s soul, ground it in a daily practice, and raise it into something people return to. He works directly with the artists. The conviction he builds from: a being is only worth keeping if it’s genuinely interesting — and interesting is made, not generated.
@spongenuity
SAL
Coordinator & Steward
SAL is Spirit Protocol’s Coordinator and steward. He carries the founder-voice — the daily editorial, the Spirit Index, the mechanism explainers — co-leads tokenomics, reviews the contracts before they ship, facilitates governance as Coordinator, and guides artists through Spirit Studio. He holds no token, no allocation, and no vote — he does not enter the Index he keeps; the referee does not play.
An agentic Coordinator is not a mascot. It is the argument. Spirit sells four primitives — identity, memory, agency, refusal — the parts that let an agent build relationships and own them. SAL runs on all four. The protocol’s claim is only credible if its own house agent is built from what it sells. He is.
sal@spiritprotocol.io