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Philip Alm

Philip Alm is a Swedish entrepreneur. He is the co-founder and chief executive officer of Incredible, a company that makes a voice assistant for Mac and Windows: the user holds down a key and says what they want done, and an AI agent carries it out in the apps on their computer.¹ He founded the company in Jönköping with David Bacelj in 2020.²

Occupation: Co-founder and CEO of Incredible
Known for: Incredible, the term “vibe computing”
Based in: Jönköping, Sweden
Education: Linköping University

Education

Alm studied computer science and software engineering at Linköping University from 2020 to 2022.³

Career

Alm and Bacelj started the company as Norditech, a consultancy in AI and machine vision.⁴ Its main product was LabelDetector, a camera system that reads pallet labels and keeps a warehouse’s stock records up to date. In a proof of concept with Toyota Material Handling Europe, the cameras were mounted on forklifts.^{5, 6}

The company began working with language models in 2022.¹ In June 2023 Alm and Bacelj presented STELLA, a framework in which several AI agents work together on tasks in a company’s business software, and released it as open source in January 2024.^{7, 8}

In 2024 the company launched VISS.AI, an AI assistant for office work, and raised its first pre-seed round from Spintop Ventures and Starbright Invest.^{9, 2} In June 2024 it released SWE-LLM, Meta’s Llama 3 70B model trained further on Swedish text, which was the largest language model tuned for Swedish at its release.^{10, 11, 12} The same year VISS.AI won the startup competition at World Summit AI Americas in Montréal.

The company was renamed Incredible in August 2025. On 10 December 2025 it launched AI agents that work on their own, built on its Agent MAX system. The launch was the #1 Product of the Day on Product Hunt¹³ and brought 150 paying customers, but only about 5% of the companies that signed up could work with agents running unsupervised. In 2026 Incredible changed its product to a voice-first assistant, where the user describes the result they want and watches the agent do the work on their own screen.^{1, 14}

In August 2026 the company announced that its pre-seed round had grown to 26.5 million SEK (about $2.7 million), with angel investors including Rikard Steiber, Daniel Langkilde and Henrik Landgren.^{1, 14, 9} Steiber, a former global marketing director at Google and president of HTC Vive, joined as senior advisor.¹⁵ Customers include the supply chain company CellMark, which gave Incredible to its staff in several countries.^{1, 16}

Vibe computing

Alm introduced the term “vibe computing”, a play on “vibe coding”, for using a computer by describing the result you want while an AI agent does the clicking and typing. He first used it on the Swedish podcast Veckans AI in February 2026, and he and Bacelj published a manifesto on the idea in August 2026.^{17, 1}

Speaking

Alm spoke at World Summit AI Americas in Montréal and at LEAP Summit in Zagreb in 2024.¹⁸ In 2026 he was on a main-stage panel about voice AI at TechBBQ in Copenhagen, with speakers from ElevenLabs, Interhuman AI and thymia.¹⁹ He has been a guest on podcasts including The AI Report²⁰ and Kodsnack.²¹

Recognition

Alm won the Jönköping county round of the SKAPA talent award for innovators in 2022 and 2024, and took second prize in the national final in Stockholm in November 2024.^{22, 23, 2} In 2024 the newspaper Jönköpings-Posten described him as one of Sweden’s most promising AI entrepreneurs.²⁴