Inside the AI Marketing OS That Secured $6.6M in Seed Funding

The Rise of Epiminds: From Google and Spotify Alumni to Marketing AI Pioneers

In a significant move for the marketing technology sector, Swedish startup Epiminds has successfully raised $6.6 million in seed funding. The investment was led by Lightspeed Venture Partners with participation from European funds EWOR and Entourage. Founded by former Google and Spotify executives Elias Malm and Mo Elkhidir, the company is positioning itself as a transformative force in how marketing teams operate and scale their capabilities.

Lucy: The AI Marketing Operating System

At the core of Epiminds’ technology is “Lucy,” an AI-powered system that functions as what the founders describe as “an operating system for marketing.” Unlike single-function AI tools, Lucy deploys over 20 autonomous agents capable of handling complex marketing workflows from analysis to execution. This multi-agent approach represents a significant advancement in marketing automation technology.

“What we’re building goes beyond simple automation,” Malm explained in his interview with Business Insider. “We’re creating an independent third-party player that can objectively determine what’s best for companies and agencies alike.” The system’s architecture allows it to function as what the founders call a “senior colleague” rather than a replacement for human marketers.

Practical Applications and Workflow Integration

Epiminds’ technology integrates directly into existing marketing workflows through familiar communication channels. Marketers can email Lucy directly to request services such as data reports and performance analysis. The system’s interactive capabilities allow users to dig deeper into reports by asking follow-up questions, creating a conversational analytical experience.

Perhaps most notably, Lucy can transition from analysis to execution. When the AI identifies opportunities for improvement, marketers can authorize the system to draft new campaigns and publish them directly to major advertising platforms including Google Ads and Meta Ads. This closed-loop functionality represents a significant step forward in marketing operations automation.

The Human-AI Collaboration Model

Epiminds’ philosophy centers on augmentation rather than replacement. “We think that agentic AI can make agencies work with more clients and more companies while making advanced capabilities easily accessible,” Malm stated. The company’s vision positions AI as an enabler that allows marketing professionals to focus on higher-value activities., as detailed analysis

This approach reflects a growing trend in enterprise AI where the technology serves to enhance human capabilities rather than eliminate roles. By handling data analysis and routine execution tasks, Lucy enables marketing teams to concentrate on client relationships, strategic planning, and creative development—areas where human expertise remains crucial.

Technical Architecture and Market Position

Epiminds leverages multiple large language models from leading providers including Google’s Gemini and OpenAI, combined with what the company describes as a “proprietary framework” for processing large datasets. This hybrid approach allows the startup to benefit from established AI capabilities while maintaining specialized tools optimized for marketing applications.

The company currently serves approximately 20 performance marketing agencies across the Nordic region, the Netherlands, and the United States. Their technology allows for customization to align with each agency’s specific strategies and requirements, providing flexibility in an industry known for diverse approaches and specializations.

Future Development and Market Expansion

With the recent funding, Epiminds plans to expand its team beyond the two founders and enter new markets. The company is also developing additional capabilities, with creative image generation identified as the next major feature to be added to their platform.

While pricing details remain confidential, the company operates on a per-user model for agency clients. This approach suggests a focus on scalable adoption within marketing organizations of various sizes.

The success of Epiminds’ funding round highlights the growing investor confidence in specialized AI solutions that address specific industry challenges. As marketing becomes increasingly data-driven and complex, tools that can intelligently automate workflows while maintaining human oversight are positioned for significant growth and adoption.

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