SAN FRANCISCO, CA, Apr 10, 2025 – Motif, Inc. has announced the addition of three industry veterans to its leadership team. Tatjana Dzambazova joins as director of AI solutions in the CTO Office, Jens Majdal Kaarsholm as director of industry and market development, and Greg Demchak as vice president of industry and market development. The appointments reflect Motif’s commitment to reshaping the future of architecture, engineering, and construction (AEC) through a collaborative, data-rich, and forward-looking platform.
“We’re not just building software – we’re building a new way of working,” said Amar Hanspal, CEO and co-founder of Motif. “Tatjana, Jens, and Greg bring unparalleled vision, credibility, and deep domain expertise that will help us navigate the complexity of the industry while keeping us relentlessly focused on the future. Their collective experience spans decades of innovation in computational design, digital twins, immersive technology, and global industry leadership. With them on board, we’re doubling down on our mission to empower teams with tools that feel intuitive, interconnected, and purpose-built for modern design workflows.”
Jens Majdal Kaarsholm: From Industry Advocate to Builder of What’s Next
Jens Majdal Kaarsholm is known for advocating for improved tools in architecture and construction. He was among those who initiated open letters to Autodesk in 2020, raising concerns about industry software needs. Now, he brings that experience to his work at Motif. “I joined Motif because I care deeply about the software we use in our industry – and I believe we’re long overdue for a more modern tech stack,” said Kaarsholm. “After years of trying to improve legacy tools, I shifted my focus to supporting the next generation of platforms. That’s when I met Amar and the Motif team, and I was immediately struck by their clarity of vision and shared commitment to meaningful change.”
As director of industry and market development, Kaarsholm will operate at the intersection of product, sales, and strategy. He’ll serve as a point of contact for Motif’s customers and design partners – ensuring their ideas and feedback are included into the product development process.
“What really sealed it for me was the team,” he added. “From our very first conversations two years ago to now, I’ve been consistently impressed by the talent, focus, and genuine love for the industry across the company. Combine that with strong backing from top-tier investors, and it feels like we’re set up to build something truly remarkable – and we’re only just getting started.”
Kaarsholm sees Motif not just as a company, but as part of a larger movement reshaping the AEC landscape. “There’s real momentum happening right now – not just with Motif, but across the industry. We’re finally moving toward more open and modern ways of working, and I’m thrilled to be getting my hands dirty building the tools I used to dream about.”
Greg Demchak: Amplifying Engagement with Architects and Strategic Partners
Greg Demchak has joined Motif as vice president of industry and market development. Educated as an architect, Greg has worked on technologies related to visualization, simulation, and interaction in the built environment, including Revit, Synchro, and digital twin technologies. Before joining Motif, he was the director of the digital innovation lab at Bentley Systems, where he focused on integrating technologies like XR and digital twins into infrastructure design and construction workflows.
Demchak will oversee efforts to increase Motif’s presence in the AEC industry, build key partnerships, and connect customers, innovators, and product teams. He will focus on fostering collaboration and alignment with Motif’s mission to improve how design teams work across disciplines, organizations, and locations.
“What excites me most is the chance to re-engage directly with architects and co-create the next generation of design and collaboration tools,” he added. “Having worked on foundational platforms like Revit, I know how transformative great software can be when it’s built with and for the people who use it every day. This moment – this shift toward openness, real-time collaboration, and intelligence embedded in design – is something we’ve all been waiting for. And now, we get to help shape it.”
Greg’s perspective blends technical depth, open exploration, and user empathy. His experience with XR and open digital twin ecosystems gives him a unique lens on how data and interaction models can unlock better outcomes in design and delivery. At Motif, he’ll be a key voice championing intuitive user experiences and alignment with industry needs.
Tatjana Dzambazova: Leading AI Innovation from the CTO Office
Tatjana Dzambazova joins Motif as director of AI solutions in the CTO Office. She has worked across architecture, product development, and emerging technology, including contributing to the global adoption of Revit Architecture and exploring the use of AI and machine learning in design. At Motif, she will support the company’s long-term planning around responsible innovation.
“I’ve always gravitated toward building tools that empower creativity, not replace it,” said Dzambazova. “What drew me to Motif wasn’t just the promise of rethinking BIM – but the people. It’s a team of curious, passionate toolmakers who share a deep love for the profession and believe we can build something better, together. The opportunity to explore how AI can genuinely support architects – through in-context insights, system-level understanding, and even joyful interactions – feels not only exciting but essential.”
Working from the CTO Office, Dzambazova will lead exploratory efforts into how AI and machine learning can support the AEC industry – by making work faster and enabling better buildings. She’ll collaborate with Motif’s design and product teams to imagine new interaction paradigms that bring intelligence to the design process in ways that are accessible, empowering, and human-centered.
“None of us knows exactly what the future of architectural practice will look like,” she added. “But we’re giving ourselves permission to imagine the future we’d want – and then build it. That’s what architects and toolmakers do best.”
Source: Motif
About Motif
Motif Systems, Inc. is building the next-generation software platform for the modern built environment. It was founded in 2023 by Amar Hanspal and Brian Mathews, along with founding employees of Revit. Motif enables seamless, real-time collaboration for architecture, engineering, and construction professionals. Its features include an infinite canvas for real-time collaboration, live-streaming from design tools like Revit and Rhino, and support for 2D and 3D sketching and markups. Motif aims to streamline communication and coordination among stakeholders, reducing the reliance on disconnected tools and enhancing decision-making processes. Motif has raised $46 million in funding led by Redpoint Ventures and CapitalG. Motif focuses on improving collaboration within the AEC sector through innovative technology solutions.