Entrepreneur builds AI-powered C-suite to streamline her Brooklyn bath-and-body brand

Sara Russell launched a bath-and-body line in 2023 and, following a layoff, decided to run it full-time. Seeking structure, she subscribed to Claude for $20 a month and set up distinct projects to act as a marketing, sales, finance and product development department, each reporting to her as CEO. The AI assists with tasks such as interpreting analytics, researching Instagram best practices and compiling monthly recap documents, but she does not allow it to make autonomous decisions.

While the tool has enabled her to accomplish work she previously could not, Russell expresses concerns about the lack of regulation and the environmental footprint of data centers. Consequently, she limits her usage and prefers to allocate future funds toward hiring human staff rather than expanding the AI subscription.