Epiminds, a marketing tech startup, is betting that AI can help marketers get more done.
Founded by Elias Malm (ex-Google) and Mo Elkhidir (ex-Spotify) in 2025, the Swedish startup recently raised a $6.6 million seed investment led by Lightspeed Venture Partners, with participation from European funds EWOR and Entourage.
“What we are building is an operating system for marketing,” Malm told Business Insider in an interview. “An independent third-party player that can do what’s best for companies, best for agencies.”
Epiminds’ core technology is an AI-powered bot called “Lucy” that deploys over 20 autonomous “agents” to help with tasks like analyzing ad performance data, planning marketing campaigns, and then publishing those paid ads.
Marketers can email Lucy directly and request services, such as data reports. They can also dig deeper into those reports by asking Lucy additional questions. Then, if Lucy has recommendations, marketers can allow Lucy to draft a new campaign and publish to platforms like Google Ads or Meta Ads, Elkhidir said.
Epiminds’ founders don’t see AI necessarily replacing the work of human marketers. Instead, Lucy is positioned as a “senior colleague,” Malm said.
“We think that agentic AI can make agencies work with more clients, more companies, and make it easily accessible,” Malm said. “We don’t want to replace anyone. We want to empower people to be able to do more and maybe spend time on the things that they should spend time on, like close with clients, strategy, creativity.”
The startup says it is working with about 20 performance marketing agencies across the Nordic region, the Netherlands, and the US.
Marketers can customize Epiminds’ agentic agents to an agency’s strategy and needs. The startup uses several off-the-shelf LLM models from Google’s Gemini to OpenAI. Malm said it also has a “proprietary framework” for processing large amounts of data and its multi-agentic tools that are “adapted for marketing.”
“The only thing that we’re missing in our system now that we don’t support yet, but we’re going to do very soon, is the creative image generation itself,” Elkhidir said.
Epiminds is still testing out pricing and charges agencies per user. The company declined to share the cost of access.
The company plans to use its recent funding to hire staff — currently it’s just Malm and Elkhidir — and expand into more markets.
While automating elements of the marketing workflow isn’t novel, Epiminds is one of many new AI tools (and startups) aiming to further automate the process.
Read the seven-page pitch deck Epiminds used to raise $6.6 million:
Note: Some figures have been redacted in order to share the deck publicly.
Read the full article here
