Will Kirkwood never planned on being a solo founder, or a self-taught engineer, or even the pioneer of AI tool Luck.AI, part of the Winter’25 Accelerator cohort. But necessity has a way of nudging people into unfamiliar territory, and frustration can be just as persuasive.
After years in product roles, bouncing between big names and early-stage chaos, he kept running into the same problem: writing was a pain, and collaboration was worse. Notes were scattered, context was missing, and edits were a downright mess. So Will built it himself.
The engine behind the magic
What started as a side project became Luck AI: a new kind of workspace where AI does more than answer questions. It rewrites, refines, and suggests improvements right inside your real documents. Edits get ‘accept/reject’ highlights, changes are trackable, and you stay in control.
As a product manager and an engineer, Will led an engineering team and felt, firsthand, how painful documentation was for product managers. Sourcing from Slack, Confluence, and Notion, but none of them connected.
Meanwhile, engineers had GitHub. One source of truth. Clear diffs. Full context. Will asked the question that wouldn't go away: "Why don’t PMs have that?"
That question turned into a weekend project, then a full-time obsession.
Before building Luck, Will was juggling three full-time jobs and teaching himself to code by rebuilding a dating app again and again until he was happy with it - but then the idea for Luck came along.. The first prototype of Luck, previously named "Big Ed", was a scrappy front-end demo. The core idea was there: a workspace where AI could do more than chat. It could collaborate.
During the Winter’25 Accelerator, Will turned Big Ed into Luck.AI: a full-stack platform with a custom AI engine, real infrastructure, and a proprietary system that assigns unique IDs to every paragraph and sentence. That’s the engine behind the magic, the thing that lets AI suggest, make precise edits, and ingest your docs as context, with a single click to accept or reject.
"The hardest part was getting AI to pull from multiple sources and still deliver clean, useful edits inside the doc itself," Will says. "The moment it worked, it felt like magic."
Why this matters
PMs, marketers, and strategists all know the dance of bouncing between tabs, stitching together responses and praying you don’t miss some critical details in the process.
Luck skips that mess.
It pulls in your real files, understands them and gives you a clean interface to iterate, edit, and ship better work. It’s not a glorified chatbot. It’s not a fancier Google Doc. It’s a rethink of how AI can genuinely support non-technical teams.
And it’s all been built by one person, Will. Solo. In only a few months.
Traction and what’s next
Will is now less than two weeks out from launch. The beta list is already stacked with PMs, tech leads, and operators who’ve seen the demo and want in.
"The hardest part is building enterprise-grade B2B software alone," he admits. "But it also means I could be obsessive about everything. Every decision is about the user."
The feedback loop has been fast, tight, and relentlessly focused. Now the real test begins.
A bigger bet on how we work long-term, Will doesn’t just want to fix docs. He sees Luck becoming a command centre for AI agents at work and a place where multiple agents can share memory, collaborate, and help humans execute faster. It’s a bold bet, but one that fits the trajectory: every knowledge worker will have teams of AI assistants, and Luck is where they will manage them.
For now, Will’s advice to others chasing a big build:
- Building can be lonely, but you can start with a great front-end and then kick off finding customers and building a strong foundation behind the scenes.
- Get good at asking for help and find yourself a community of mentors and believers who can help you go from strength to strength.
Want to learn more about Luck?
If you work in product, strategy, or content and want a workspace where AI actually makes your work better, Luck AI is opening beta access now.
Connect with Will.
