Epiminds, a marketing technology startup, is betting that AI can help marketers accomplish more. Founded in 2025 by Elias Malm (formerly of Google) and Mo Elkhidir (formerly of Spotify), this Swedish startup recently secured $6. 6 million in seed funding. The round was led by Lightspeed Venture Partners and included participation from European funds EWOR and Entourage. "What we are creating is an operating system for marketing, " Malm told Business Insider in an interview. "An independent, third-party player that acts in the best interests of companies and agencies. " At the heart of Epiminds’ technology is "Lucy, " an AI-powered bot that utilizes over 20 autonomous agents to assist with tasks such as analyzing ad performance data, planning marketing campaigns, and publishing paid ads. Marketers can communicate with Lucy via email to request services like data reports and further inquire into these reports by asking additional questions. If Lucy has suggestions, it can draft new campaigns and publish them on platforms like Google Ads or Meta Ads, explained Elkhidir. The founders do not see AI as a replacement for human marketers.

Instead, Lucy is positioned as a “senior colleague, ” according to Malm. “We believe agentic AI can help agencies manage more clients, broaden their reach, and make marketing more accessible, ” Malm said. “Our goal isn’t to replace anyone but to empower people to achieve more, allowing them to focus on aspects like client relations, strategy, and creativity. ” Currently, the startup is collaborating with around 20 performance marketing agencies across the Nordic countries, the Netherlands, and the US. Marketers have the flexibility to tailor Epiminds’ agentic AI agents to fit their agency’s strategy and needs. The company leverages several off-the-shelf large language models, including Google’s Gemini and OpenAI’s models. Malm added that Epiminds also has a proprietary framework for processing large data volumes and multi-agent tools specially designed for marketing purposes. “The only component our system is missing, which we plan to add soon, is creative image generation itself, ” Elkhidir noted. Epiminds is currently experimenting with pricing and charges agencies on a per-user basis but has not disclosed specific access costs. With its recent funding, the company intends to expand its team—currently just Malm and Elkhidir—and enter additional markets. Although automating parts of the marketing workflow isn’t new, Epiminds is among many startups and AI tools pursuing further automation of this process. You can read the seven-page pitch deck Epiminds used to raise $6. 6 million here: (Note: Some figures have been redacted to allow public sharing of the deck. )