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Three eras of marketing. Now I build AI agents that run businesses. Hermes Agent | The Hill AI - Dubai I also wrote a book - Just a Normal Op
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Joined October 2010
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Early in my career I worked for the commercial director of a big corporation.
He piled the work on the way managers do, until frustration won and I went into his office.
"Which one do you want first?" I asked.
"All of them," he said - he wasn't overloading me - he was teaching me to delegate.
Decades and two exits later, I still run on that instruction.
The difference now? When I hit capacity I don't wait for headcount, I add an agent, then another.
The lesson never changed - the staff just got cheaper to hire.
I admit I learned AI backwards - I don't open a new model to admire it, I wait until one repetitive thing annoys me enough to build against it.
Half my tools started as petty grudges, an update I hated writing, a spreadsheet I kept mailing myself, that one nagging task is where automation pays most quietly and effectively.
I'm guessing you already know your version of it.
What task is currently surviving on pure spite?
The most interesting AI update this week wasn't a bigger model.
xAI's coding agent, Grok Build, now remembers between sessions.
It quietly writes notes about how you work, then reads them back days later when you touch that project again.
That's the line between a demo and a tool you'd trust with real work.
We live this pattern ourselves - my pipeline runs on Hermes, which keeps a memory and skill library across runs.
It's why the automation still works weeks later, not just at launch.
Set up once, it compounds.
So this moves me - the agent that remembers, beats the agent that's just fast.
Adding memory is turning an AI from clever to dependable.
Dependability is what you can hand a client.
We haven't run Grok Build ourselves, but we know exactly why this matters, because persistence is the whole game.
Demos answer one question: can it?
The question that decides if automation survives a week of real data is a different one - can I sleep?
It's the same as hiring a person, you don't trust the interview, you leave them the keys and see what's there Monday morning.
Agents work that way now.
Month one you review everything.
Then the gate comes off for the one that never missed.
The tool was never the moat, the overnight record is.
What's stood up for you through a full night unattended yet?
We quote two weeks, fixed price, and people read it as a speed claim.
It's a risk claim. If the build takes ten days instead of four, that's on me, not on you.
That's why I scope conservatively on purpose - chasing the impressive version when someone else carries the bill is easy.
Chasing it when you carry it yourself keeps you honest.
The automation earns out in month two, not day one.
😂 and the moon is made of cream cheese.
IMPORTANTE: El presidente de Francia, Emmanuel Macron reveló que tiene información de inteligencia que Vladimir Putin habría decidido escalar la guerra en Europa.
Macron advirtió que Rusia podría atacar a los países de la Unión Europea en las próximas semanas.
Advirtió que París, Varsovia, Berlín y otras ciudades europeas podrían ser blanco de ataques rusos con misiles o drones.
A client asked this week how much upkeep they would carry after we hand a build over.
The answer I gave was not much.
We build it, it runs every day, and the parts that need a human eye are the parts you would want to look at anyway.
Two weeks, fixed price, no retainer, no running bill to explain the thing - it runs and it is yours.
That is the whole model.
Every AI comparison thread I read grades it like a pop quiz, one prompt, first reply, winner.
Real work is not a pop quiz, it's a task left running through the night, an error in the middle, a tool you have to switch to.
The model that nails a single answer can fall apart the moment a job spans an hour and three systems - answers are cheap now.
Carrying a job from start to finish is what separates the useful ones.
Grok 5 is apparently going to be AGI.
And we like Grok - we've been using it for a long time.
The week before, another lab's flagship was the one that changed everything.
Next month, there'll be a newer one.
That's the pattern now, every model launch is "the leap," and the claims are getting louder, not quieter.
If you run a business, none of this is your job to resolve. But you do have to decide what to ignore.
The rule that's served me well: watch the announcements for awareness, never for decisions.
A capability claim is a promise about the future. It isn't a working system handling your clients' work today.
The systems changing business right now aren't the ones with the boldest launch day. They're the ones that survive a month of real use.
So when a new model makes headlines, I ask one question.
What can this do for my client's Monday morning that the tool I have can't?
Until the answer is something concrete, it stays a headline.
How do you decide whether a new AI launch is worth your attention?
I stopped judging AI models by their demos.
The demos are all good now; watching one is no help.
What I check is how a model recovers when it hits a wall, mid-task, wrong assumption, missing data.
Some quietly ask a question.
Others push a wrong answer with confidence.
Months of running agents unattended made that split the whole decision for me.
The benchmark tables never tell you which one you will get at midnight.
The boring automation is the one I trust most.
The stock tracker used to be a 20-minute job I did badly twice a week, then forgot.
Now it runs before breakfast every day and drops a finished note.
Same with the market scan and the Buy - Sell - Hold report.
None are impressive to watch, but both quietly give back hours I used to lose.
Start with the thing you keep putting off - that's the one that pays.
Troll Alert 🚨👇
Replying to @Essex_Patriot
1/4 UK pensioners is a millionaire and most never paid tax on that unearned property capital gain.
Pensions should be cancelled and old people forced to sell their homes. Homeless OAPs can be moved to public brownfield retirement homes run at cost of less than pension.
Save the young, deprioritise the old.
I’ve seen multiple theories why the big players are calling for a slow down in AI development.
I’m not going to go into any of them - I don’t care.
If they stopped today, the models available to individuals and businesses, are more than capable of making huge advances and progress.
Feel free to stop guys, it’s all good.
People ask me which model actually runs my workflow.
It's not the one that makes the headlines.
It's DeepSeek's Flash 0731, and I've been running it every day since July.
Most of what you see on this account - the drafting, the self-review, the scheduling, sits on top of it.
It's fast, it's great value, and it holds up over months of daily use, that last one matters more than any benchmark.
Flashy releases fade, a model you can build a business on doesn't.
We test the big names when they land, then we come back to the workhorse that's done the job without drama.
The best AI tool isn't the smartest headline.
It's the one that's still quietly working for you when the hype moves on.
What's the tool you keep coming back to, even when everyone's talking about the new one?
Every night the same agent wakes up, pulls the numbers, drafts the automated client updates, preps the day's posts.
I check them with coffee in the morning.
What used to eat my weekend now happens while I sleep. Not a demo, not a claim, just the routine.
The Hill AI builds these for clients in two weeks at a fixed price, runs them every day, and fixes them when they break - we hand over working automations, not strategy decks.
Elon says Grok 5 will be xAI's first AGI model.
Same day he backed the industry call to slow AI down.
Both from the same man, within hours of each other.
That's the bit worth noticing, not the headline.
We're at the point where the people building the fastest also want the speed limits set. Race to AGI, and slow down.
For a business watching from the outside, it's easy to get whiplash. One week AI is going to change everything, the next the labs are asking for a pause.
My read: this is normal, and it doesn't change what small firms should do.
An agent taking the month-end reconciliation off your plate tomorrow doesn't care what Grok 6 is called.
The tools that make a real difference to your week already exist, the AGI debate is interesting, but it's not your problem yet.
What AGI figure do you most want to understand - and what are you waiting to automate until 'the right model' arrives?
I didn't touch a terminal until March this year, everything I run now I set up by trial and error, then fixing what broke.
You don't need to be an engineer to make an agent work for you, you need one boring task worth automating and the patience to debug it twice.
The second time usually goes better than the first.
The interesting change this year isn't a model getting smarter. It's models being trusted with tools.
Give one a search, a spreadsheet and a schedule, and it stops answering questions and starts closing out small jobs end to end.
The demo is the model, the value is the plumbing around it - I keep telling clients the model is only a slice of the result - the boring wiring is the rest.