Why we turned a news site into sixty-two coworkers
Loukas Sela · Founder · 23 Oct 2026
It started with a news site. I was building MediaOS, an English-language news website for a US audience, and I wanted it to be good for search from day one.
Then I wrote down what a news site needs every single day: someone to find the stories, someone to check the facts, writers in different voices, a person to pick the photo, someone to publish it, someone to post it on social, and someone to read the numbers on Monday. That is a department chart, not a side project.
I did not want to hire sixty people. I wanted sixty coworkers who never miss a deadline.
One job, one face
So we gave every job its own small AI coworker. Each one has a name, a desk and a personality, because it is easier to trust, and to correct, someone you can picture. Brix keeps the servers quiet. Vera checks every fact twice. Poppy hits publish. Atlas plans the ad budget.
The Publisher came first
The Publisher was the first thing we finished. After that came Paid Media, Organic Content, SEO and E-commerce, and the team grew to sixty-two Dofies in sixteen offices. More offices are planned, and we will write about each one here as it ships.
From MediaOS to DOFIES
When the project became an app, it needed a name that fit what it really is: a digital office. DOFIES is that office. Sixty-two coworkers, one login, zero status meetings.
If that sounds like something you would like on your side, say hello and we will set up your desk.