How content creators are using AI agents to replace human hires

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Valerie Chapman, a B2B content creator and founder of Ruth AI, says she couldn’t run her business without her chief of staff, Hazel, who has access to all four of Chapman’s email accounts, analyzes Chapman’s correspondence, and tells her which messages are most important.

“[Hazel is] able to tell me where I’m leaving money on the table, what opportunities I could take and leverage to something bigger,” Chapman told Morning Brew.

Hazel is an agentic team member Chapman built via Hyperagent, a platform for users to build agents that can do “powerful work,” per the company’s website. And for Chapman and other Hyperagent users we talked with, the platform helps them boost revenue because the agents they create replace potential human hires and save them the costs of (human) salaries—rather than compensating a human, they can pay compute costs.

This allows content creators and small businesses to build their own agentic “employees,” which many larger businesses have already done. The platform takes its niche seriously, too: Since it launched in February, Hyperagent has partnered with numerous content creators, taught creators and small business owners how to use the technology, and given influencers compute credits to share with followers.

Team spirit

Hyperagent isn’t the only AI company that Chapman has partnered with—she’s also worked with Anthropic, Microsoft, and Granola. But what sets Hyperagent apart for her, she said, is that she can create agents that can all have different job functions and work together as a team. In addition to Hazel, she plans to build another agent named Juniper that will help her with content ideas.

“[Juniper] would just continuously be researching what’s happening within that particular sector, in the content space,” Chapman said. “The plan is eventually to have a few different ones that all work together, so they are able to delegate the same way a team would.”

Even though AI is helpful for Chapman in running her business and creating content, she doesn’t let it have total free rein, especially when it comes to financials and revenue.

“I approve anything that has to do with money,” she said.

Repeated attempts to interview a spokesperson from Hyperagent were unsuccessful by the time of publication.

Niche investment

Gabrielle Judge, a content creator who goes by Ms. Anti Work, also partnered with Hyperagent in exchange for compute credits. She uses the platform to automate operational tasks within her business, and also has a chief of staff agent. Though she’s aware of Open AI’s ChatGPT Work, Judge told Morning Brew that she opted for Hyperagent because the platform caters to content creators and small businesses with its default configurations and user interface.

“You can do the whole install process with a prompt,” she said. “That just helps me a lot more because then I don’t need to get into the nitty-gritties of the technical setup anymore.”

Judge also appreciates how Hyperagent lowers the barrier for entry into using enterprise AI. She said that through her partnership with the company, she’s been able to give away compute credits to her followers.

“They’re very into investing back into their user base and acquiring new customers through so many different financial incentives,” Judge said.

One of those financial incentives, a $20,000 grant in compute credits for founders and startups, went to Patrick Zielinski, the CEO of boutique creator management company The Drive Agency. With the credits, Zielinski created an operating system for the agency’s deal flow, payment statuses, and financial reporting—which now automatically answers questions he frequently gets from clients about their earnings.

“The biggest solution it’s provided is it just reduced the amount of admin work required from us,” Zielinski told Morning Brew. “It has replaced the need to hire someone to build it out because I built it myself.”

He also said that his clients are excited about Hyperagent because the company takes the time to educate creators about what the platform can do.

“When the brand itself is invested,” Zielinski said, “then the creators feel very incentivized and motivated to support the product, too.”