Elewa has come far in the last ten years. We have built startups, some of which went on to exit, and helped tens of other companies with their digital strategy, implementation and adoption. Why, then, after all these years, is there still so little information about us online? We have been very good at what we do, but always "too busy" to talk about it.
As an organisation, we cannot grow endlessly this way. We need to get more of our ideas, innovations and content out there, but time is still the challenge. In this post, we introduce the AI agent fleet that we hope will turn the tide.
Strategy was never our problem
At Elewa, we tried the usual routes first. Over the years, we brought in agencies and consultants. They would arrive with a strategy, a brand refresh, sometimes a new website. Then the engagement would end and the work of telling our story stopped, because no one was left to do it and no tool made it repeatable. We kept ending up with some version of a plan, but never with execution.
When the choice is between keeping clients happy and working on the next opportunity, the client work already in front of us naturally comes first. So do the warm referrals that have kept us going all this time. But those were also partly excuses. Part of execution is getting the work done, and, with some introspection, we realised that most of our time had been lost waiting for someone to take the initiative and start writing.
Agents: our salvation?
Another rebuild of our website has given us the momentum to start talking again. What we are doing differently now is solving for what held us back in the past: simply starting.
We have addressed that with a marketing agent fleet. Our website is supported by agents that help control the content layout, research markets and trends, assist with writing and accountability, and package ideas into social posts, carousels and images.
The most important agent in the fleet for me is the Content Agent. When I write content for the first time, the agent works hard to get to know me. It asks about my role and what I care about. At the same time, it "feels around" to understand my communication style and, honestly, how it can get the most content out of me.
Every person has a way in which they communicate best. For me, that is talking. The Content Agent interviews me, starting with broad questions and then deepening the conversation with follow-up questions based on what I say. We do this through speech so it feels like a real conversation. Behind the scenes, it follows an interview guide and builds a record of my story. It maintains my speaker profile and draws on our knowledge graph of content and trends to help determine which question to ask next.
The magic
With all that information gathered, it starts writing. The agent hands over to a writer agent, which produces a content preview in the style I asked for: a blog, case study, interview or technical deep-dive. The copy combines our brand voice with my personal writing style. I would say the output is not quite there yet; I have written most of this article myself.
But two things happened:
I wrote the damn thing. You can now learn more about what we do and how we work, which is something I did not easily get to before.
The agent fleet is studying this text as we speak and will get better next time.
As a next step, I will talk to our fleet every week, or let it hold me accountable when I do not. The rest of the team is starting too. Each member gets their own experience, with a speaker profile adjusted to how they communicate.
If we run out of ideas, our agent has more than enough topics through its daily trends and research flows. Come back here for the latest.
If you are where I was
If you run a company that is good at the work and quiet about it, the useful part of my story is not that we did it. It is that you probably can too, and with far less specialist help than you would have needed six months ago.
You do not need to be a technical architect to start. Begin by talking to a general agent, such as ChatGPT or Claude, about how your business actually works. Ask it to research and help you build a marketing fleet that fits how you operate, then push it to build things alongside you. If you get stuck, we are happy to help. But a lot of this you can already do on your own.
