One team, together-mode, mostly AI.

Emma came at it from projects and change, with software and engineering underneath. Add to that a stubborn talent for getting things to actually happen, and years spent in sales and in business development, which is a combination that turns out to be rarer than it should be. She co-founded Emberloom and is our CEO.

Stefan came at it from the place where technology and business meet. Consultant and CEO, inside software companies and in line roles, CTO, CDO and COO, including interim CTO and CIO mandates at some of the leading e-commerce players in the Nordics, watching how much of the real work happens in the gaps between systems. He co-founded Emberloom alongside Emma and is chair of the board. Today his work is the implementation itself: he sits with the customer, works out what is actually broken, and develops the concept that becomes the operational layer. He does not write the code, but makes sure it gets written and ends up in the right place.

None of us set out to start a company. We have spent the past years at the front edge of AI in e-commerce, working with progressive customers who wanted to move early. Together with those pioneers we built the capabilities Emberloom now runs on, and learned what separates a solution that lasts from an impressive demo: real data, real process work, and someone who owns it once it is live.

Then a pattern started repeating. Find the workflow where people are acting as the integration engine between systems. Build the operational layer that should have been there. Put agents inside it rather than beside it. Keep the code with the customer. Ship in weeks, not quarters. It worked at one company, then at the next, and then at one where we honestly expected it not to.

That was the moment it stopped being three people helping each other out. A formula you can repeat is not a side project. It needs a company around it, with a name on the door and someone answerable when it breaks.

Adán Hultgren sits on our board. Fifteen years building large systems and robust solutions for e-commerce, and an early mover in using agents to run large teams and large software projects. He is not in the building day to day, but he is a sounding board we lean on when a decision is hard. Welcome, Adán.

We trade as Emberloom AI, and Emberloom AB is the legal entity that signs. One counterpart, one contract, one team accountable for the result. We have been colleagues in different constellations for ten years. Emma and Adán worked at the same company, and Stefan met Emma when Adán suggested her for a key role in a large project. We still draw on that bench of specialists, but you do not have to care about any of it. You get us.

One team means one team. Nobody hands your project to a delivery unit after the sales meeting. The people who sit with you and work out what is actually broken are the same people who build the answer and are still there when it needs changing a year later.

We have significantly more AI agents working than people. That is by design, and it will always be that way. The agents handle code, testing, monitoring, documentation, and a hundred small tasks that used to eat engineering hours. They never sleep, never forget, and never cut corners.

It also means we do not scale by hiring. When we take on more work we deploy more agents, so the team stays small and the people in it stay close to the work. That is the whole reason a company our size can do what we do.

What we build is the operational layer itself: a dashboard where the numbers agree, growing into a command centre where the work happens instead of getting reported on somewhere else. That is where the productivity comes from. Customers typically see three to five times the throughput on the process we touch, sometimes considerably more.

But we who are people are very human. We listen. We ask questions. We push back when something does not make sense. The agents give us leverage. The judgment stays with us.

We work primarily with Nordic e-commerce companies that are mature enough to have their own system stack and young enough to want to build their own. A free introduction frames whether Emberloom AI fits.

We do not scale by hiring. We scale through agents, and through the people who want to build with the same toolbox. Friends of Emberloom is our concept for freelancers who want to use the capability we set up, SafeZone, GuardRails, FastTrack and self-service development, in their own client work, and who want to help develop the concept as they go.

You speak e-commerce fluently and move easily between business and technology. You have seen enough implementations to know which promises hold. If that sounds like you, get in touch and we will talk about how it could work. The site for Friends of Emberloom is on its way.

We also share what we read and learn. Emberloom Share is a growing library of the concepts we build with, dashboard, command centre, agent operations, and the podcasts and briefings behind them, written for CEOs, CFOs, CTOs, product owners and boards. Ask us for access at share.emberloom.ai.