FAQ · Core concepts
Work backwards from what it replaces rather than forwards from a feature list. Put a number on the hours it removes over a year, and decide what that is worth to you. The useful figure is usually the payback period, not the build cost.
Set the ceiling before anyone scopes anything. A copilot that saves one person a day a week is worth roughly a fifth of that salary a year, and that number alone tells you whether to build something narrow or invest properly. Budget for the second version too. The first one is largely how you find out what it should have done.
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A studio that builds AI into the work from the start instead of bolting it on later. Instead of selling campaigns alone, it designs the tools, agents, and systems that run your marketing, then uses them to produce the work faster and more consistently.
By using it to move faster and look bigger than its size. More content, sharper targeting, smoother customer experiences, all without a large team behind it.
An AI tool waits for you to use it. An AI agent acts on its own. A tool is something a person operates, like a copilot that drafts copy when you ask. An agent is software that researches, decides, and finishes a task without someone pressing the button each time.
Rent when you're testing an idea or you need something live this week. Build when the tool touches your core workflow, your data, or your customer experience, because that's where ownership pays off.
Almost any task that's repetitive and rules-based. Reporting, data entry, CRM cleanup, customer onboarding, lead routing, first drafts of content. The point isn't to replace people. It's to stop people doing work a machine does better.
They handle the full sequence of a task on their own. Gather the information, make the routine calls, take the action, and only pull a person in when real judgment is needed.