Amit Dhawan and Preetesh Chouhan launch VibeTheory

Amit Dhawan and Preetesh Chouhan have announced the launch of VibeTheory, an AI-first creative experience and digital transformation company. The venture is built on the philosophy that existence is about flow, not force, and aims to make ideas easier, execution smoother, and creativity limitless.

VibeTheory positions AI as an invisible rhythm that underpins its creative and strategic processes rather than a visible layer, allowing technology to fade into the background while keeping the human element alive. The company focuses on AI-led design, automation, and experience strategy, helping businesses move from static storytelling to adaptive, insight-driven ecosystems.

“VibeTheory is about decoding the science behind emotion,” said Amit Dhawan, co-founder of the company. “It is where creativity learns, strategy feels, and growth thinks. We are here to help brands find their natural rhythm in an intelligent world.”

Preetesh Chouhan, co-founder, VibeTheory added, “AI isn’t a trend; it’s the wildfire reshaping businesses. After two decades in digital transformation across APAC, I’ve learned that the most impactful innovation is intuitive. VibeTheory bridges data with desire, connecting machine intelligence with human instinct, precisely and empathetically.”

The company combines expertise in data, design, and technology to help brands evolve, creating experiences that are adaptive, human-centric, and intelligence-driven. Preetesh brings over 20 years of experience in digital experience, automation, and transformation, having led businesses across India, Australia, Singapore, Indonesia, the Philippines, and Malaysia. Known for his strategic and hands-on approach, he has successfully turned complex challenges into profitable opportunities while driving innovation and growth.

VibeTheory represents a new approach to brand transformation, marrying AI capabilities with human insight to craft seamless, emotionally resonant, and scalable experiences for businesses in a rapidly evolving digital world.