Ulv AI

About Us

Our vision

Harness the strength of AI, the precision of strategic advisory, and the power of data analytics to transform your digital landscape. We redefine how businesses navigate modern complexities, leading with the wisdom, resilience, and foresight of the Scandinavian wolf. Our goal is to pioneer technological advancements, ensuring our clients thrive in an ever-evolving digital ecosystem.

Our belief

The essence of artificial intelligence lies in augmenting human capabilities, fostering innovation, and driving strategic growth. We integrate ancient wisdom with cutting-edge technology, ensuring every AI solution includes strategic foresight, ethical considerations, and robust advisory. We believe AI should empower businesses with the insights and capabilities needed for sustainable success and meaningful impact.

Company Foundation

Founded in 2020 during a global crisis, our mission is to deliver genuine, cutting-edge solutions that grow our clients’ brands and businesses. Inspired by the enduring qualities of the Scandinavian wolf, our founders, John and Sebastian, created a company embodying strength, leadership, and strategic foresight. From our origins in challenging times, we have grown with resilience and pride, earning trust and delivering success across various industries. At our core is a commitment to integrity and grit, ensuring every interaction is built on trust and every strategy is developed with clear, honest communication. Guided by the spirit of the Ulv, we lead our clients through digital transformation with the wisdom and precision of a wise old wolf.

We are committed to unlocking your potential. Leveraging AI, Data, and Advisory, we transform your business and reveal hidden opportunities. We guide you through your digital journey, ensuring bold, tangible results.

Embark on a transformative journey with us. Rooted in the wisdom of the Ulv, we unlock your brand’s full potential through innovation in AI, digital strategy, and data utilization.

Valued Behaviors

Our values emerge from the individuals we onboard, nurture, or part ways with. The behaviors and skills below are the cornerstone of our culture. If these resonate with your personal and professional views, and you envision collaborating with peers who embody these, Ulv AI might be a good fit for you.


  • Navigate wisely in uncertain situations.
  • Let data guide your intuition and decisions.
  • Delve deeper to address root causes, not just surface issues.
  • Utilize resources judiciously, recognizing their value.
  • Prioritize long-term benefits over immediate gains.

Team-Centric Approach

  • Prioritize what’s best for Ulv AI, not just personal gain.
  • Appreciate and acknowledge the brilliance in others’ ideas.
  • Actively assist peers to ensure collective success.
  • Engage in constructive discussions and support final decisions, even if they contrast your initial stance.


  • Make decisions confidently without prolonged hesitation.
  • Take informed risks, recognizing potential for both success and failure.
  • Provide constructive feedback on actions misaligned with our values.
  • Promote open discussions and genuine connections.
  • Value feedback as a two-way street, irrespective of hierarchies.


  • Practice active listening.
  • Maintain composure, especially in high-pressure situations.
  • Communicate thoughts clearly and coherently.
  • Adapt communication to bridge linguistic or cultural gaps.


  • Thrive in a diverse environment where respect and acceptance are paramount.
  • Actively recognize and work to counter biases.
  • Intervene when peers are marginalized.
  • Respect everyone, irrespective of their role.


  • Transparency and honesty are your trademarks.
  • Speak respectfully and openly about colleagues.
  • Acknowledge and share mistakes as learning opportunities.
  • Share crucial information, even if challenging.
  • Trustworthiness and positive intent define your actions.


  • Ulv AI’s success is your passion.
  • Your commitment to excellence is contagious.
  • Approach projects with enthusiasm.
  • The goal to redefine the digital landscape motivates you daily.
  • Challenges invigorate your problem-solving spirit.


  • Your ideas drive impactful transformations.
  • Simplifying complexities is your mantra.
  • Use prevailing norms as starting points, not boundaries.
  • Adapt and evolve within our dynamic environment.


  • Rapid, eager learning defines your growth trajectory.
  • Different perspectives enrich your solutions.
  • Discern patterns and links that might elude others.
  • Constantly seek to understand clients’ evolving needs.

Embodying these behaviors sets us apart. Our commitment to these values ensures mutual accountability, especially among our leaders, as we collectively drive towards excellence.

Genuine, Constructive Feedback

Feedback isn’t a twice-a-year ritual—it’s an integral part of our daily interactions. Constructive critique, while sometimes challenging to give or receive, becomes second nature with regular practice.

We foster an environment where feedback is encouraged, helping individuals hone their skills of both giving and receiving it. It demands courage and a team-centric approach to seek input on improvement areas or to share observations with colleagues. Trust, positive intent, and strong professional relationships are the pillars that enable this candid environment.

Team with Integrity and Commitment

A team with integrity and commitment is a curated group where each member is exceptional in their role and seamlessly collaborates with peers. Our emphasis isn’t on extravagant perks, even though we offer several. It’s about creating a small, elite team of experts passionate about shared ambitious objectives. Within this team, collaboration is championed, information is shared transparently, and office politics are discouraged. The environment is challenging, making it a place of rapid growth, outstanding performance, and immense satisfaction.

To ensure we attract and nurture top-tier talent, we offer competitive compensation that reflects the pinnacle of each individual’s market value. Some may witness a swift rise in their market value due to exceptional performance or a niche skill set, while for others, it might remain consistent due to broader market dynamics.

We draw parallels with professional sports teams, not families. Families thrive on unconditional love, while a boutique team is about pushing oneself to optimum performance, deeply caring about the team, and understanding that roles can evolve. It’s the responsibility of the leadership to ensure every player excels in their role, collaborates effectively, and is provided avenues for growth. This is how we stay at the forefront of the digital realm. As we expand, our team grows, but we remain committed to our essence, constantly nurturing emerging talent.

To fortify our team with integrity and commitment, leaders implement a “keeper test” for every team member: if an individual were contemplating a move to a similar role elsewhere, would their leader strive to retain them? Those who don’t pass this litmus test are provided a respectful exit, allowing us to onboard someone even better for the role.

Frequent communication ensures that everyone is on the same page, minimizing surprises. We also promote proactive check-ins, where team members can openly discuss their career aspirations and seek feedback.

Team members are encouraged to take informed risks. This demands courage and consistent support from peers and leaders. Through our successes and learning experiences, we assess the holistic contribution of an individual, rather than focusing solely on isolated events.

Loyalty serves as an anchor. Long-standing members are given the benefit of the doubt during transient performance dips or while adapting to new roles. Yet, our commitment isn’t to prolonged mediocrity, either for the company or an individual.

In our team setup, there’s no room for brilliant but disruptive individuals. Collaborative spirit and mutual respect are non-negotiable, irrespective of one’s brilliance. When highly skilled individuals collaborate effectively, they motivate each other to be more inventive, productive, and collectively achieve more than they could individually.

Excellence is gauged by effectiveness, not just effort. Consistent average performance, even with commendable effort, is acknowledged with respect and a gracious exit. Exceptional performance, irrespective of the effort metrics, is celebrated and rewarded. Most of us, naturally, invest significant effort to achieve excellence.

Our team model might not resonate with everyone. Some may prioritize job stability and gravitate towards organizations that emphasize tenure over rigorous performance evaluation. Our model is tailor-made for those who thrive on excellence and the opportunities it entails.

Growth, working on intricate challenges with exceptional peers, enhances one’s market worth. The recognition that other firms would be keen to onboard you if you were to leave offers assurance. External interviews are viewed neutrally, and we encourage open discussions with leaders about such explorations. In the end, your earning potential hinges on your expertise and reputation, not just your tenure.

Autonomy and Accountability

In certain organizations, minor issues like an overlooked email or miscommunication are left for someone else to address. In others, team members proactively address these issues as they arise, treating them as they would personal responsibilities. We endeavor to foster the latter culture, where every individual feels a profound sense of ownership and initiative. Addressing these minor setbacks symbolizes our approach to tackling challenges, both minuscule and monumental, never adopting the mindset that “it’s not my job.” This inherent sense of ownership is pivotal in cultivating this proactive behavior.

Our vision is to inspire rather than micromanage. We aspire for our teams to prioritize what’s best for the company Such an approach breeds responsibility, commitment, and self-motivation, propelling us to deliver excellence. Autonomy is not the end goal; the true objective is instilling a deep-rooted dedication to the company, motivating individuals to act in the company’s best interests.

Many organizations, initially thriving on freedom, find themselves entangled in processes as they scale. Often, these bureaucracies emerge as solutions to growing complexities and challenges. Over time, this stifles innovation, creativity, and adaptability. We constantly strive to maintain the integrity and commitment essence by prioritizing talent and simplifying our operations in alignment with our expansion goals. We envision a team of disciplined, accountable individuals who intuitively identify and address challenges.

The key takeaway is that not every challenge necessitates a policy. Groundbreaking strides can be achieved without rigid structures. However, autonomy without responsibility can lead to disorder. Hence, they are intertwined. This autonomy doesn’t imply an absence of leadership involvement. Constructive inputs from peers, subordinates, or leaders enhance decision-making, reinforcing that autonomy and responsibility are two sides of the same coin.

There are certain non-negotiables in our approach to autonomy. Ethical conduct, safety, and stringent controls around client data are paramount. These, however, are outliers in our broader philosophy.

We fundamentally believe that fostering a culture of autonomy, paired with swift corrective action, trumps error prevention. In a domain as dynamic as ours, stagnation is a significant threat, making it essential to be tolerant of errors, barring safety concerns. The focus remains on ensuring that any preventive measures don’t inhibit our inventive spirit. Expedited course correction is feasible with sound judgment.

Over the years, a few outliers have misused this autonomy. But these are anomalies, and we avoid overcompensating. A handful of transgressions doesn’t undermine the trustworthiness of our entire team.

Certain processes are geared towards amplifying productivity rather than just error mitigation. One such practice we’ve mastered is structured, purpose-driven meetings. We meticulously plan agendas, discerning between what warrants real-time discussion and what can be managed offline. These sessions are platforms for collective learning and heightened productivity, as opposed to mere troubleshooting or tactical approvals.

Guided Leadership

For every pivotal decision, we designate a guided leader, well-versed in their domain. Their role is to assimilate insights from the team and then make an informed decision about the best course of action. We steer clear of collective decision-making, which could hinder our pace and blur accountability lines. Determining the guided leader at the outset of a project, even though it can be challenging, is essential for clarity and direction.

For strategic undertakings, the leader actively seeks diverse opinions and alternatives, ensuring they have a holistic understanding. Encouraging dissent is crucial, even if it’s challenging, which is why we prioritize fostering open dialogues. While group discussions are common to deliberate on various perspectives, the ultimate decision rests with the guided leader.

We neither aim for unanimous agreement nor rush into hasty, uninformed conclusions. Minor decisions might be communicated via email and/or slack, whereas significant ones warrant a detailed memo/meeting, discussing the various stances and the rationale behind the leader’s decision. The magnitude of the decision dictates the depth of the discussion. Post-decision, as outcomes unfold, we introspect, learning and refining our approach for future endeavors.

Voice, Then Align

When a team member has reservations about a crucial unresolved matter, it becomes their duty to articulate their perspective, preferably both verbally and in writing. Such discussions illuminate the varying standpoints, and succinctly documenting the primary concerns facilitates introspection and broadens understanding.

This method also streamlines sharing viewpoints transparently across the board. The guided leader responsible for the decision is obliged to be receptive to, comprehend, and contemplate the differing opinions, even if they diverge from their own. After the guided leader finalizes a decision, we anticipate every member—including dissenters—to align and ardently work towards ensuring its success.

Diversity Drives Us

Our clients seek a plethora of solutions and perspectives, and our team’s composition should echo this diversity. Much like our clientele, our team members bring to the table distinct insights shaped by their backgrounds and experiences.

As we scale, our aim is to ensure our team, partners, and collaborators mirror the diverse tapestry of our client base, enhancing our ability to offer unparalleled digital solutions.

We’ve progressively honed our team and leadership diversity to be amongst the industry’s elite, and our commitment is unwavering to foster an environment where every individual feels intrinsically connected.

Creative Ingenuity

Facilitating digital transformation and offering innovative solutions is both a remarkable privilege and a challenge due to diverse client needs and perspectives. Consequently, we provide a broad spectrum of digital solutions, some of which might be avant-garde. To aid clients in making informed choices, we present case studies, detailed descriptions, and transparent processes.

While every project is distinct, our approach is rooted in the same core principles: we champion the innovative vision of the creators we collaborate with; we cater to a diversity of clients and preferences; and we let our clients determine what aligns with their brand, rather than us imposing a singular vision.

As team members, we uphold the principle that we offer a myriad of digital solutions and AI, even if we find some choices contrary to our personal inclinations. Depending on your role, you might need to work on projects that challenge your viewpoint. If you find it difficult to embrace our diverse portfolio, we might not be the optimal fit for you.

Clarity, Not Command

Our goal is to nurture astute decision-making instincts throughout the company. Our pride lies in the autonomy we grant our teams, rather than in the decisions of our senior leadership. However, we don’t advocate for passive leadership. Every leader’s mission is to mentor, establish clarity, offer insights and feedback, and remain well-versed with their team’s endeavors. Instead of micromanaging minutiae, leaders immerse themselves in diverse projects to better guide their teams towards informed decisions.

Our agile nature is amplified with fewer managerial tiers. The “clarity, not command” principle thrives when leaders oversee numerous direct reports, granting every member enough autonomy to excel. Leaders typically find a balance with four to eight direct reports, ensuring effective guidance without excessive layers.

Exceptions to “clarity, not command” arise in scenarios like urgent situations, new team members acclimating to the culture, temporary misalignments in decision-making roles, or pressing ethical or compliance concerns.

Synchronized Vision, Adaptive Execution

Growing companies can often become rigid and bureaucratic. To avoid this stagnation, we emphasize a synchronized vision coupled with adaptive execution. We invest time in discussing and documenting our strategy and vision/values, subsequently trusting our teams to implement tactics autonomously.

Two teams with aligned objectives might work independently without knowledge of each other’s specific actions. Any misalignments are addressed in transparent discussions, refining our approach for future endeavors.

The efficacy of this work culture rests on skilled individuals synergizing effectively, underpinned by clear communication. Our ultimate ambition is to amplify our impact while retaining our agility and adaptability.

Moral Compass

Beyond forthrightness in our daily collaborations, we operate with integrity and honor. A guiding principle we adhere to is contemplating whether our actions would stand scrutiny if made public — steering clear of any actions that wouldn’t.

Additionally, given the sensitive nature of some client projects, confidentiality is paramount. We expect all team members to safeguard proprietary company and client information, irrespective of its official designation as “confidential”.

Pursuing Brilliance to Fuel Progress

We don’t merely aim to maintain our culture — we aim to elevate it. Every new addition to our team refines and redefines the culture, introducing innovative avenues to enhance our collective achievements. The pace at which we learn has accelerated, thanks to an enriched team with diverse viewpoints striving to be the best.

This dedication to excellence fuels our business success, which in turn bolsters client satisfaction, solidifying our reputation in the digital landscape and driving our long-term growth.


As we highlighted at the outset, the essence of Ulv AI revolves around:

At the heart of our approach is the empowerment of our team, ensuring they make well-informed decisions. We believe in strategically sharing information with transparency and engage in open, direct communication. Our focus is on holding onto our top-performing talents and cutting through the red tape to keep things streamlined and effective.

Borrowing from both Steve Jobs and Bernard Arnault: "Value your time and chart your own course, unswayed by the confines of conventional thinking. Trust not just in logic, but also in intuition. For it's in blending reason with heart that we find our true north. At Ulv AI, we encourage you to embrace your unique vision, guided by both insight and instinct."