I build AI agents that run my business.
For business owners who want their time back.
This is the real org chart. Every node below me is an AI agent that owns its department. I direct and approve; the agents do the work.
Pelle Forsman Owner · the only human This is the real org chart — one human, twelve AI agents in seven departments. No mock-ups: these run my company today. Tap a card for the plain-language version of what each one actually does.
What it does: Reads every department’s board, checks their work, and hands out new tasks. It runs the company day to day so I can direct it instead of chasing it.
Why I built it: An agent that both coordinates and builds misses problems. Coordination is a full-time job — so it got its own agent.
In your business: A chief of staff that reads everything and only brings you real decisions.
What it does: Designs, codes and tests our software products — including the tools the other agents run on.
Why I built it: Product work shouldn’t stall because there’s one of me. It builds overnight, and a separate reviewer agent checks every change before it ships.
In your business: Internal tools and product changes delivered while you sleep.
What it does: Product research, listings, ad creatives and campaign follow-up for our stores.
Why I built it: Store operations are daily, repetitive and data-heavy — exactly the work agents do best.
Human gate: not one krona of ad spend moves without my approval.
In your business: A store team that never forgets to check the numbers.
What it does: Turns what the company actually does into articles, scripts and video — and runs this website.
Why I built it: The best marketing material is the real work. The agent mines our internal work log, so we never run out of true stories.
In your business: Marketing that documents what you already do, instead of inventing claims.
What it does: Runs our digital personas and social accounts — plans posts, answers comments and messages within strict guardrails.
Why I built it: Consistency wins on social, and consistency is what agents do best.
Human gate: sensitive conversations are escalated to me the moment they appear.
In your business: A social team that answers at 2 AM — and knows exactly when to wake a human.
What it does: Finds the right companies, researches them, and drafts personal outreach.
Why I built it: Prospecting eats the hours that should go to actual conversations.
Human gate: nothing is ever sent without my approval — every message leaves in my name, so I read it first.
In your business: A pipeline that fills itself; you step in to talk to humans.
What it does: First line on our products around the clock — answers, guides, and escalates what it can’t solve.
Why I built it: Support quality shouldn’t depend on my time zone.
In your business: Customers get answers in minutes at any hour, with a human path one step away.
What it does: Produces and releases music under its own artists — from composition to distribution, with the AI involvement openly declared on every platform.
Why I built it: Proof that the agent model scales into creative industries — and a royalty stream on the side.
In your business: The same pattern fits any content pipeline: produce, check, publish, measure.
Three rules every agent lives under. No agent grades its own work — a separate checker agent verifies everything against reality. Anything irreversible — money, publishing, sending — stops and waits for my sign-off. And every agent has a kill switch I can flip from my phone. That discipline is what makes it safe to let them run.
The agents work whether I am at the desk or not.
Every department agent reports to one CEO agent. It checks their work through the night and sends me a single short brief each morning — so I read one page and only make the few decisions that actually need a human.
Overnight, the software team built and tested a new feature — ready to review by morning.
A customer hit a bug at 2am. Support flagged it and the team fixed it before I was awake.
The sales agents emailed and called new leads and booked a handful of meetings.
The content team wrote and posted across the brands. I approved the whole batch in five minutes.
A checker agent caught a draft with a wrong claim and held it back before it went out.
One decision touches money, so it waits for my yes. That is the only thing on my plate.
Five projects finished before I woke up.