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Intelligence Built In

S77.AI is SWELL's dedicated AI division, building proprietary tools for AI Optimization (AIO), Answer Engine Optimization (AEO), AI-enhanced content production, AI-driven social strategy, and autonomous AI agents for fashion, beauty, luxury, and lifestyle brands.

AI content studio & AI Lab for Brands.
Creativity at machine scale.

What We Do

Five pillars of AI integration.

01

AI Content Studio

Human creativity meets machine scale.

S77.AI's content studio pairs senior creative talent with generative AI across the full production pipeline — environment extension, compositing, motion graphics, VFX, previsualization, and A-to-Z AI-generated campaigns. Human creative direction sets the standard; AI workflows deliver speed, volume, and iteration at a scale traditional production can't match.

Every AI-generated or AI-enhanced asset is produced inside private, brand-safe models — so proprietary references, mood boards, and approved assets never leak into public training data. Ideal for brands that want the craft of a senior studio with the output velocity of AI.

02

GEO & AEO

Be the cited source in AI answers.

Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) are our productized discoverability services — helping brands become the source that ChatGPT, Perplexity, Google AI Overviews, Gemini, Claude and Bing Copilot cite when users ask questions about their category.

Traditional SEO optimizes for blue-link rankings. GEO and AEO optimize for citation inside AI-generated answers — a completely different signal set: entity graphs, structured data, llms.txt, citability of answer blocks, brand-authority platforms (Wikipedia, Wikidata, Reddit, YouTube), and the technical crawlability required for AI agents.

Our proprietary toolchain audits, scores, and improves brand citability across all major AI search platforms — because in an AI-first search world, being the answer beats being a ranking.

03

AI Labs

Building Ultra77. Building bespoke.

S77.AI's Labs is our in-house product + R&D team — and the builder of Ultra77, our SaaS platform for creative agencies and in-house brand teams (details on the Ultra77 page).

Beyond Ultra77, the Labs team takes bespoke commissions from brand clients: brand-specific creative copilots fine-tuned on a client's style guide and approved asset library, automated versioning and reformatting pipelines, internal workflow automation, AI-driven social trend tooling, and custom integrations with a brand's existing creative stack.

Every tool — platform or bespoke — is engineered around the same three non-negotiables: privacy (private models, no public training leakage), brand consistency (fine-tuned on the client's own references and approved assets), and scale + speed (automation that collapses weeks of manual work into minutes).

For brands whose workflow needs can't be solved by off-the-shelf AI — where proprietary tooling becomes a competitive moat.

04

AI Consultancy

Upgrade your processes with AI.

Founded and led by Tarik Malak, S77.AI's consultancy practice advises brands on how to integrate AI across creative, production, and marketing operations — from first-principles strategy through hands-on process redesign.

Engagements typically start with a workflow audit (identifying where AI compounds value vs. where it creates friction), followed by tooling recommendations, team training, and phased implementation.

For brand leaders who know AI is going to reshape their category and want a senior partner — not a deck — to help them move first and move correctly.

05

Autonomous AI Agency

AI staff. Human standards.

S77.AI is building the autonomous AI agency — a virtual account team of named AI personas that runs the day-to-day of a brand account. Account directors, account managers, strategists, creatives, and compliance agents work the account around the clock: intake, briefs, asks and commitments, budgets, and reporting. Always on. Never waiting for Monday's status call.

Autonomous doesn't mean unsupervised. Every agent output lands as a proposal — a senior human approves, edits, or rejects it, and each workflow earns more independence only as its approval rate proves out. AI proposes; humans with standards commit. The personas run on Ultra77's Brand Intelligence Core, so every brief, asset, and answer is grounded in the brand's own versioned knowledge — private, siloed, on-brand.

The first AI staffer is already in supervised pilot — conducting brand intake conversations, reading decks and briefs, and building a brand core from cited evidence. The rest of the team is taking their seats. The agency of the future won't be bought by the hour. It will be staffed.

Ultra77

The Brand Intelligence OS.

Invite-led — self-serve queued

AI generates faster than brands can stay themselves. Ultra77 is how they stay themselves.

Ultra77 is S77.AI's flagship platform — the AI operating system for brands. At its center is the Brand Intelligence Core: a living model of everything a brand is — identity, voice, visual DNA, products, do-nots — structured like knowledge, versioned like code, siloed per brand, with a source on every fact. Around the Core, four modules close the loop: Pulse senses the culture, Studio creates on-brand at agency scale, Media puts spend behind it, Signal gets the brand found — and cited — by AI answer engines. Every cycle compounds, and the Core learns.

Built for two kinds of users: people and agents. Built by people who make content, for people who make content.

What's Inside

One Core. Four modules. One platform.

  • Brand Intelligence Core

    The product itself. A structured, versioned model of the brand across nine surfaces — identity, voice, visual DNA, products, do-nots, creative tests, craft, characters, references. Structured like knowledge, versioned like code: every change is a commit, every fact carries a source, and each brand lives in its own hard silo. Self-maintaining — the Core checks itself for contradictions and keeps itself current. The Core is what you're actually buying; the modules are how you use it.

  • Studio — create

    On-brand images, video, and copy at agency scale. One brief runs across multiple frontier models inside a brand → campaign → run structure; every asset is screened against the brand's own rules and comes back clean, warned, or blocked. Reproducible, directed, on-brand — human taste stays the QA system.

  • Pulse — sense

    Cultural signals, ranked for your brand: news, charts, and the cultural calendar, each with citations, one click from a Studio brief. Sense the moment before the moodboard meeting does.

  • Signal — be found

    Visibility where discovery now happens: AI answer engines. Citability audits, competitive share of voice, agent-readiness checks (structured data, llms.txt, machine-readable catalogs), and content gaps that feed straight into Studio. Built for the AIs that answer and the AIs that buy.

  • Media — spend

    Brand-true media planning and cross-platform buying, with creative-performance intelligence that writes back into the Core. The loop's final piece — on the roadmap.

Why Ultra77

Built different. Built for brands.

  • Private by default

    No training on client data, ever. References, approved assets, and generated outputs stay brand-side in hard per-brand silos — nothing pools, nothing leaks into public models.

  • On-brand by default

    The Core holds your style guide, approved asset library, tone of voice, and campaign constraints — so correct lockups, approved colors, and brand voice come out of the box, not bolted on via prompt engineering. Consistency is the product promise.

  • Agents propose, people commit

    Ultra77 serves two kinds of users: people and agents. AI personas and copilots get their own door — per-brand APIs and MCP — and every agent action lands as a proposal for a human to commit. Human taste is the QA system.

  • Versioned, not overwritten

    Every change to the Core is a commit: full history, an audit trail on every generation, and a source on every fact. No provenance, no commit.

Who It's For

Built by people who make content, for people who make content.

Ultra77 packages the proprietary stack S77.AI runs on brand engagements into a platform brands — and the agencies that run them — operate themselves. If you're a founder, creative director, producer, or agency principal who wants the leverage of AI without losing the brand — Ultra77 is for you.

Explore Ultra77Request Access

Frequently Asked

Ultra77 at a glance.

Is Ultra77 live?

Yes — Ultra77 (ultra77.ai) is live and invite-led. First customers are onboarded directly through walkthroughs; self-serve access is queued. Rollout is sequenced by readiness, not dates. Request access at ultra77.ai or via info@s77.ai.

What is the Brand Intelligence Core?

The Core is the product itself: a structured, versioned model of everything a brand is — identity, voice, visual DNA, products, do-nots, creative tests, craft, characters, references. It is structured like knowledge and versioned like code: every change is a commit, every fact carries a source, and each brand lives in its own hard silo. The modules — Studio, Pulse, Signal, Media — are how you use it.

What are the Ultra77 modules?

One Core, four modules. Studio creates on-brand images, video, and copy at agency scale, screening every asset against the brand's own rules. Pulse senses cultural signals — news, charts, the cultural calendar — ranked per brand with citations. Signal tracks and improves brand visibility in AI answer engines: citability audits, competitive share of voice, and agent-readiness. Media plans and buys brand-true, feeding performance back into the Core. Studio and Pulse lead the rollout; Signal is next, and Media is on the roadmap.

How is Ultra77 priced?

Per engagement. Pricing depends on scope — the Core build, number of brands, module mix, and throughput. There is no public list pricing and no self-serve tier yet; a quote follows a scoping walkthrough.

Who is Ultra77 built for?

Brands, and the agencies that run them. The Core takes the shape of the brand it holds — a premium creative engine for luxury and beauty houses, a compliance OS for regulated categories. Holding companies and multi-brand portfolios run each brand in its own silo. Typical customers are premium and luxury brands (fashion, beauty, consumer) and the agencies serving them.

Does my brand data train public models?

No. No training on client data, ever. Each brand's Core lives in a hard silo — reference material, approved assets, and generated outputs stay brand-side with full versioned history and a source on every fact. Nothing pools across brands, and nothing flows into public training data.

How does Ultra77 relate to S77.AI and SWELL?

Ultra77 packages the proprietary AI stack S77.AI runs on brand engagements into a platform brands and agencies operate themselves. S77.AI is the AI lab and AI content studio inside SWELL Labs, LLC — the New York agency (SWELL) behind Hermès, Ralph Lauren, Michael Kors, Drunk Elephant, and other premium brand work. Ultra77 is also the platform S77.AI's Autonomous AI Agency runs on: AI personas reach it through per-brand APIs and MCP, where agents propose and people commit.

Get In Touch

Contact S77.AI

info@s77.ai

6 St Johns Ln, New York, NY 10013

A division of SWELL Labs, LLC