I’m Nicolaj, and I’m at my best when there’s something new to figure out.

I started in e-commerce, at Toys“R”Us and BR and then at Apopro, an online pharmacy, where we took monthly revenue from 5 to 20 million DKK in two years. Before that I worked with Google Ads in Málaga and opened the Finnish market for Vårdväskan on my own.

In 2021 I joined BirdsAtFive, a B2B agency in Copenhagen, as its first client service hire. The agency was a year old and the work was all over the place, from kitchen brands to banks. What drove most of us was complexity: complex products, complex markets and long buying journeys. Basically everything that isn’t about selling the latest collection of sweaters or rain boots. I helped steer the agency that way, and it led to ABM programmes for Hempel and Topsoe, and two Danish Digital Awards with Hempel.

When ChatGPT arrived at the end of 2022, I dove in and never really came back up. My first real AI tool was a spreadsheet: a written-down work process, a prompt library and a ChatGPT window. Not much to look at, but the work it gave a client was better than anything I had made before. I went on to lead BirdsAtFive’s AI work from that spreadsheet to Birdie, its AI platform, and, as BirdsAtFive’s lead on Hempel, to bring it in as the Hempel AI Hub.

Along the way I also saw the other side: good tools, and people who never really start using them. That gap between having AI and getting value from it is what I work on now, as a freelancer and through AwesomeAgentic, an agency that helps B2B companies run their business with AI.

I want to learn something new every day, and I like to question the way things have always been done.