For small business founders and owners
Best-in-class processes.
AI running them.
Anyone can automate now. The smart part is automating the right process, in a way that fits your business, with rules you can read and no surprises about what the AI is doing.
That's what DistilAI builds: your best processes, documented, with AI doing the work. Marketing and admin first, more departments coming. Then we train your team to run it.
You leave with a full operating system.
What DistilAI is
DistilAI builds best-in-class, documented processes for small business owners and founders, then puts AI to work running them, under rules you can read.
Marketing and admin first, with sales, finance and operations coming.
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.
Your processes live in your head, not on paper.
So you can't outsource it, delegate it or train someone new without doing it yourself first. And you can't automate a process nobody has written down.
The difference between a treadmill and a system isn't the tool. It's whether anyone rebuilt the process around it.
What we do
Anyone can automate. The skill is knowing what your automation is doing.
Most small businesses have never fully written down how the work gets done. That makes it hard to outsource, hard to delegate and hard to train someone new. Add AI on top and the gap gets riskier: tools acting on processes nobody has checked, with rules nobody has set. We start with the process, make it the best it can be, then let AI run it.
Documented first
Every process written down, step by step. That alone makes it possible to delegate, outsource and train a new starter in days, not months.
Rules you can read
The AI works to written house rules: what it may touch, what it only drafts, and what always waits for a human yes. You know exactly what's happening.
Best in class, not random
We design the best version of the process first, then automate it so it fits your system. No stray automations bolted on, no hidden risk or exposure.
Best-in-class processes, with AI supporting them all the way to full automation. You get both, and you stay in charge of each.
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 methodInside The Distillery
One department at a time, every role mapped.
The Distillery is the member portal you log into: every module, video, guide and skill in one place, and it's taking shape fast. You start with a short onboarding, then work through your departments. Each one comes with its org chart, the documented processes for every role, the AI team that runs them, and the training plan for the people who work alongside it. It all works with the AI model of your choice.
Step 1
Introduction
How The Distillery works, the three levels, and the house rules every AI in your business follows.
Step 2
Set up your foundations
Connect your tools and build your AI brain: your business, offers, customers and voice, written down once so every AI starts from the truth.
Step 3
The AI audit and your org chart
Time the tasks that eat your week. You get your org chart, where to start, and a 30-60-90 day plan measured in hours back.
Your departments
- MarketingLive now
Marketing is live: a Marketing Director and ten AI team members, from social media, long-form content, design, email and your blog to SEO, paid ads, PR, partnerships and performance reviews.
Admin
Coming
Customer service
Coming
Sales
Coming
Finance
Coming
Operations
Coming
HR
Coming
Three levels in every department
Level 1: Single skills
One process, one AI skill. A blog post, an email, a caption, written to your rules.
Level 2: Chained workflows
Skills hand work to each other, so one idea becomes a week of content.
Level 3: Agents on a schedule
AI team members run their part on a timetable, and bring you only what needs your yes.
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.
Free guide
Want to set up your AI brain?
Get our full guide for free. It takes up to two hours, and you finish fully set up with the organisational structure and the brain inputs every AI reads first.
Five plain-text files about your business, one copy-paste prompt for each. Works with ChatGPT, Claude, Gemini and Grok Bot. Never locked in.
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
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