For small business founders and owners
You're the bottleneck.
Let's fix that.
DistilAI builds AI systems that run your whole company — for now that's marketing and admin, with more coming — so the business stops running through you. Then we rewrite the SOPs and train your team to run them.
What DistilAI is
DistilAI helps experienced small business owners and founders build AI systems that run their marketing and admin (sales, finance and operations coming), so the business stops running through them.
Every build ships with new Standard Operating Procedures and a training plan for the staff whose roles change.
Founded by Stine Smith, who spent 20 years in process optimisation, IT consulting and change management before co-founding Good Change.
The problem
AI hasn't given you your time back. It's given you another tab.
You've got ChatGPT open in a tab. You're still doing everything by hand.
A prompt here, a caption there. It helps, a little. But nothing runs unless you sit down and start it.
You're producing content. You're not producing a system.
Every post, every email, every report starts from zero. The output's fine. The process is a treadmill.
The business runs through you, so it can only move as fast as you do.
You're the constraint. Not because you're bad at this, but because nothing's been built to run without you.
The difference between a treadmill and a system isn't the tool. It's whether anyone rebuilt the process around it.
The part that keeps you stuck
You can't be the only one who uses it.
You want the business running on AI. You want your team using it every day, not just you. But it can't be one more thing that only works when you're the one driving — and if you're honest, you're not even sure where to start.
That's the starting point. We build the systems, then bring your whole team along: new SOPs, and a training plan for everyone whose role changes. AI as a team upgrade, not a solo hack you have to keep alive on your own.
The proof
We run our own business on this.
Stine co-founded Good Change, an eco cleaning brand in New Zealand. It's a two-person team. Every system DistilAI teaches was built there first, measured, and only then taught.
No competitor, consultancy or creator can show you their own business as the laboratory. We can.
25 min
A blog post that took 3 hours now takes 25 minutes, end to end.
2-4x
Email revenue, on a two-person team, with no extra headcount.
8
AI "employees" running content, SEO, ads and reporting inside a business with two humans.
Measured
Every task timed before and after in a Task Time Ledger. No vague claims.
What makes this different
AI doesn't fail because of the tech. It fails because nobody rewrote the SOPs or trained the team.
Every DistilAI build ships with two things nobody else includes: a new set of Standard Operating Procedures for the changed business, and a training plan for every staff member whose role is affected, from the skill gap identified to the training needed.
That's the difference between a system your team receives and a system your team actually runs. It comes from 20 years of change management, and it's why this works on real teams instead of just in a demo.
See the methodWhere everyone starts
Three foundations, built in this order.
01
"I don't know where to start."
The AI Audit
We map every recurring task in your business, time it, and rank it. You finish with a ranked list of what to automate first and what to leave alone.
02
"I'm worried I'll sound generic."
Brand Voice Prompt Pack
We teach the AI to write like you, not like AI. Your phrasing, your rhythm, your opinions, captured in a prompt you own and can use in any tool.
03
"I want AI to actually understand my business."
Business Master Prompt
One document that carries your customers, products, positioning and constraints into every AI conversation, so you stop re-explaining your business every time.
These are the foundation, and they're the quick part. The real system is the automations we build on top: the ones that actually run your marketing and admin, day to day, without you.
This is for you if
- You're a team of one who wants to grow, and you need the admin off your plate to do it
- You run a 2-10 person team
- You sell products or services online, and you've been doing it a while
- You're an owner or founder, serious about your business
- You want to own the system, not rent an agency
- You haven't launched yet, but you want to build your company AI-first from day one
This is not for you if
- You want someone to do your marketing for you
- You're looking for a quick AI hack, not a working system
If you're in doubt, get in touch and we'll talk through whether it's a fit.
The credentials behind the method
Most AI education is built by people who have never fixed a broken process.
Twenty years of business process optimisation and IT consulting for large financial institutions across Europe, in Copenhagen, London and Paris. Then business transformation across the Middle East. Then a job offer from Fonterra brought Stine to New Zealand and into change management: making sure people actually implement new systems rather than simply receiving them.
Always in the space between the boardroom and the IT room. AI is just the latest tool to carry through it.
I teach what I actually use. The credibility is lived, not performed.
Read the full story
Register your interest
The AI wave is already here.
Programmes open in small cohorts. Register your interest and we'll be in touch before the next one opens, with what it covers and what it costs. Got a question first? Just email us.