One person. Seventy-nine coworkers.
Photo of LoukasA news site.
It started as MediaOS: an English-language news website for a US audience, built to be good for search from day one.
A department chart.
Then I wrote down what a news site needs every day. Someone to find stories, check facts, write in different voices, pick the photo, publish, post on social and read the numbers on Monday. That is dozens of jobs, not a side project.
One job, one face.
So every job got its own small AI coworker, with a name, a desk and a personality. It is easier to trust, and to correct, someone you can picture.
The Publisher first.
The Publisher was the first thing we finished. Then came Paid Media, Organic Content, SEO and E-commerce, and the team grew to sixty-two Dofies in sixteen offices. Then came the business wing, CRM, Shop & Accounting and Food Service: seventy-nine Dofies in nineteen offices.
Now it is DOFIES.
When the project became an app it needed a name that fit what it is: a digital office. Seventy-nine coworkers, one login, zero status meetings.
I did not want to hire sixty people. I wanted sixty coworkers who never miss a deadline.Loukas Sela, founder
One Dofie, one job. You always know who did what.
Dofies propose first. Nothing changes without a yes.
The results are real. The personalities are for fun.
We ship room by room and write about it on the blog.