The AI Stack Behind £100M Annual Ad Spend in 2026

This podcast is proudly sponsored by SARAL. Find influencers, reach out, manage every relationship, all in one place, without any chaos. 200+ brands including Grüns, Solawave, Spacegoods are running their influencer programs on SARAL.If that sounds like what you've been looking for, go to https://tinyurl.com/3t4d4myx and book a demo with their team. Tell them we sent you to claim your $500 discount and whiteglove onboarding.---In this episode, Olly and Loukas go deep on the AI systems they've spent the last few months building inside Soar Group - the personal operating systems, the creative production infrastructure, and the internal tooling that's changing how the business runs.This isn't a conversation about AI tools. It's about the architecture underneath them.They cover:How Olly built a personal operating system based on Andrej Karpathy's LLM wiki pattern — using Obsidian connected to Claude Code. Call transcripts categorised automatically every day, Slack piped in, reasoning traces stored against every decision made in the business.How Loukas built his own version in VS Code connected to Claude Code with in-depth context on every brand, every direct report, and every specialism, plus a reinforcement learning loop built into the content pipeline.The Club Neuro AI operating system - a full web app built as a test case before rolling into the Control Room. Best performing frameworks dashboard, hooks database, one-click reporting, weekly Reddit scrape, and a UI designed to capture operator intuition at the moment it happens.The four learning loops: performance into hypothesis, hypothesis into correction, correction into rule, decision into outcome.How they hired an AI videographer targeting 60 unique concepts a month — the equivalent of 15 shoot days replaced by one person.A mass static generation system with 40-60 framework prompts, brand DNA and personas pre-loaded, ready to generate at scale.The principle that ties it all together: context compounds. Models don't.---00:00 Intro02:05 Our sponsor: SARAL03:00 Our personal operating systems we've built21:00 AI as a feedback loop24:14 Our sponsor: SARAL25:10 Our foundational context and data engine30:20 Club Neuro: creative intelligence operating system35:00 Best in class forecasting process 39:50 Our internal creative processes47:28 Business intelligence platformFollow Olly: https://linktr.ee/ollyhudsonFollow Joe: https://linktr.ee/joe_marstonFollow Loukas: https://shorturl.at/TRI8B / https://x.com/LoukasHambiFollow Liam: https://www.linkedin.com/in/liam-dean-a11a43152/Follow D2C Diaries: https://www.tiktok.com/@d2c.diaries / https://www.instagram.com/d2c_diaries/