Is this strategy only, or does S77.AI help implement?

Both. The practice runs from first-principles strategy through hands-on process redesign, and engagements typically include tooling recommendations, team training and phased implementation.

What does an AI workflow audit look for?

It looks across a brand's creative, production and marketing operations to identify where AI compounds value and where it creates friction. The result shapes the tooling, training and implementation that follow.

Who does the consulting work?

Tarik Malak, S77.AI's founder and CEO, leads the AI Consultancy practice personally.

AI Consultancy

AI consultancy for brand leaders

Upgrade your processes with AI.

S77.AI's AI Consultancy advises brands on how to integrate AI across creative, production and marketing operations, from first-principles strategy through hands-on process redesign. It was founded and is led by Tarik Malak, who founded SWELL in 2010 and launched S77.AI in 2024 after years of integrating generative AI into live client production pipelines.

Updated November 4, 2026

How an engagement runs

Engagements typically follow four steps:

Workflow audit: identifying where AI compounds value and where it creates friction.
Tooling recommendations: what to use for each part of the workflow.
Team training: getting the people who run the work up to speed.
Phased implementation: rolling changes out in stages.

The idea behind the advice

S77.AI treats AI as infrastructure: a foundational layer that improves every campaign, the way brands already treat their CDN, their DAM or their creative stack, rather than a one-off novelty bolted onto a single deliverable.

Who leads it

Tarik Malak leads the practice personally. He founded SWELL in 2010 as a creative content studio for fashion and beauty brands and grew it into a full-service 360° agency. More about Tarik and S77.AI.

Who it's 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.

Questions

Is this strategy only, or does S77.AI help implement?: Both. The practice runs from first-principles strategy through hands-on process redesign, and engagements typically include tooling recommendations, team training and phased implementation.
What does an AI workflow audit look for?: It looks across a brand's creative, production and marketing operations to identify where AI compounds value and where it creates friction. The result shapes the tooling, training and implementation that follow.
Who does the consulting work?: Tarik Malak, S77.AI's founder and CEO, leads the AI Consultancy practice personally.

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Talk to S77.AI

Interested in AI Consultancy? Write to info@s77.ai or see the contact page.