I work where the pieces connect.

story

I’m Hector Herrera, AI systems architect in Houston and founder of Hex AI Systems. I also created NexChron, a daily briefing on how AI is changing business.

I started in the part of digital work people can see: websites. Over time, the work kept pulling me deeper. A form problem became a CRM problem. A traffic question became an attribution problem. A slow site became an infrastructure problem. An SEO project became a content and entity problem. And more and more, repetitive digital work became an AI and automation problem.

Along the way I’ve worked inside many kinds of businesses. I ran an e-commerce company of my own. I worked with partners across the country in the memorial services industry. I spent years in lead generation and digital strategy in mesothelioma search, one of the most competitive spaces on Google. Each one taught me the same thing. Technology only matters when it fits how the business actually runs.

In the last year that turned into designing AI systems that run real operations. Assistants that sort a team’s requests and draft the replies. The knowledge they work from, so a correction made once sticks for good. The safeguards around anything they’re allowed to change, and the checks that notice when something quietly stops. The lesson I keep relearning is simple. If you can’t prove it worked, it didn’t.

That path shaped how I work. I don’t see development, marketing, analytics, infrastructure and automation as separate boxes. They are connected parts of the same system, and the quality of the connections usually decides whether the whole thing works.

I care about building things that are understandable, measurable, maintainable and useful. The goal isn’t to add technology. It’s to make the system work better.