Over the past month, I've talked to AI more than to any human being. It's worked surprisingly well.
Where I started
I run two businesses, Nice Events for event production and artist booking, and DJ gigs under my own name. Work piles up. CRM clients are waiting for responses. Follow-ups get forgotten. Websites get updated late. Bookkeeping... well, we don't talk about that.
I needed help, but I didn't want to hire a permanent employee.
NiceTeam was born
I decided to try an agent team that I would give information about my business.
I built four agents:
Lumi is my general assistant. It remembers things between sessions and handles day-to-day tasks. I talk to it when I don't know which agent to ask.
Coder handles technical work. It knows the code in my projects. When NiceCRM breaks or djsnabu.com needs updating, it's the first one I call.
Consultant helps plan business and marketing. It knows my artist roster and the Finnish market, and makes concrete business suggestions.
Sales Assistant goes through 340 CRM clients every weekday at 8 AM, picks the 3-5 best leads, drafts personalized emails, and posts the list on Discord. I review the list, mark suggestions as approved or rejected, and send the approved messages myself.
How it works in practice
They have their own Discord server. Every morning when I wake up:
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Sales Assistant's daily list is waiting in #gigsales.
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GitHub status and the weekly market review are in #reports.
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On other channels I can write directly to anyone
They have different personalities. Coder is straightforward and tests before saying "done". Consultant challenges technical decisions from a business perspective. They deliberately disagree with each other.
What it costs
API costs are about 5-10 euros per month in total.
I pay for the API tokens used, with no separate monthly agent subscriptions.
What I learned
AI agents are only useful when you give them real context. A generic chatbot doesn't know who Aito Mäkki is, what biletti.fi's competitive advantage is, or why you should write briefly and directly to Finnish bars.
When an agent knows your business model, you can actually work with it. It doesn't ask the same basic questions over and over.
Next steps
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Gmail integration: Sales Assistant sends approved emails automatically
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CRM: emails for 340 clients. Most are still missing email addresses
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biletti.fi collaboration kickoff
How to build your own agent team
You don't need coding skills for this setup. Allow about half a day for installation and writing instructions. The agents' tasks can be adapted to work such as barbering, hairdressing, photography, construction, consulting, or retail.
What you need
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OpenClaw is the framework everything runs on. Install it on your own machine or server.
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A Discord account is free. You create your own private server.
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Get an Anthropic API key from console.anthropic.com. A €10 deposit lasts for several months at the usage described here.
Step 1: install OpenClaw
npm install -g openclaw
openclaw init
This creates a workspace folder where your agent's memories and instructions are stored.
Step 2: create Discord bots
Go to Discord Developer Portal → New Application.
For each agent:
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Create a new Application and give it a name, for example "Assistant" or "Salesperson".
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Bot tab: Reset Token → copy the token
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OAuth2 → URL Generator → select bot + Administrator
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Invite the bot to your own server with the generated link
Step 3: configure the agents
Each agent has a folder containing a SOUL.md file with its "personality and instructions". The most important thing is to write in it:
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Who it is and what its task is
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What it knows about your business (products, services, prices, customer base)
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How it behaves and how direct and concrete you want its suggestions to be
Example SOUL.md:
## SOUL.md — Sales Assistant
I help [your name] sell [your service/product].
## Work Style
- I give concrete suggestions, not generic advice
- I know the customer base: [who they are, what they need]
- I draft outreach messages that [you] approve before sending
## Business
[Write everything essential here: what you sell, to whom, at what price,
what your competitive advantage is, how you contact customers]
This is where you spend the most time. The more precisely you write, the more useful the agent becomes.
Step 4: configure OpenClaw
Add agents and Discord tokens to the OpenClaw openclaw.json file:
{
"agents": {
"list": [
{ "id": "assistant", "name": "Assistant", "model": {"primary": "anthropic/claude-sonnet-4-6"}, "workspace": "~/.openclaw/workspace-assistant" },
{ "id": "sales", "name": "Sales", "model": {"primary": "anthropic/claude-sonnet-4-6"}, "workspace": "~/.openclaw/workspace-sales" }
]
},
"channels": {
"discord": {
"accounts": {
"assistant": { "token": "DISCORD_BOT_TOKEN_HERE" },
"sales": { "token": "DISCORD_BOT_TOKEN_HERE" }
}
}
}
}
Step 5: automations (crons)
You can schedule the agent to list daily tasks every morning or remind you about clients you haven't contacted. Create the cron job with this command:
openclaw cron add \
--name "MorningReminder" \
--cron "0 8 * * 1-5" \
--tz "Europe/Helsinki" \
--agent assistant \
--channel discord \
--message "Check if there are open tasks or clients that need contacting..."
How much time does it take?
Realistically:
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Discord bots created and on the server: 30 min
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OpenClaw installed and configured: 1-2h
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SOUL.md files written (this is the most important step): 2-4h
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Crons and automations: 30 min
Total about half a day. Most of the work is in the SOUL.md files. The more precisely you describe the tasks and business, the more useful the agent becomes.
Want help?
If this interests you but you don't know where to start, send me an email. I'm happy to help you get started.
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Nabil Samari is a Helsinki-based entrepreneur, DJ and event producer. He builds automations and digital tools for small businesses. kivamedia.fi