About
SWELL's dedicated AI division — intelligence built in.
S77.AI builds proprietary AI tools that integrate at every stage of creative production — from concepting through distribution. Not AI as a service. AI as infrastructure. We develop AIO/AEO optimization, AI-enhanced content production, and AI-driven social strategy tools for fashion, beauty, luxury, and lifestyle brands.
S77.AI launched in 2024 as SWELL's dedicated AI division, born from years of integrating AI tools into the agency's creative workflows. What started as internal R&D — using generative AI for previsualization, environment extension, and compositing — evolved into a standalone division building proprietary tools for AI Optimization (AIO), Answer Engine Optimization (AEO), AI content production, and social strategy. S77.AI's flagship platform, Ultra77, is in development — packaging these agency-tested tools into an accessible SaaS platform for creative agencies and brand teams.
Founder & CEO
Paris-born, Sorbonne-educated creative director, filmmaker, and entrepreneur. Malak founded SWELL in 2010 as a creative content studio for fashion and beauty brands, growing it into a full-service 360° creative agency. In 2024, he launched S77.AI as SWELL's dedicated AI division — building proprietary tools for AI Optimization (AIO), Answer Engine Optimization (AEO), AI-enhanced content production, and AI-driven social strategy.