Directory · Building Underway · S1 · Episode 94

S1 · Episode 94

What Happens When 4 AI Agents Run Your Business

filmed 27 October 2026 · 4:24

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I walked through how Underway Producer helps get my videos seen, alongside three other AI agents: Director, Writer and Bookkeeper. Producer reads my market on YouTube once a week and writes the hook, five titles and the sections. Director learns from each episode I make, and Writer publishes a search article per episode and checks whether ChatGPT, Claude and Gemini mention me. Bookkeeper showed the month so far: money in against 2,716 out, mostly Meta ads, with one payment refunded.

What happens when four AI agents run your business?

by Richard Lovatt · updated 27 October 2026

On Underway, four named agents sit behind my business every day: Producer finds what is working in my market and writes titles, Director learns from every episode I make and threads the story together, Writer publishes an article for every episode so Google and AI answers can find me, and Bookkeeper reads my payments and ad spend and tells me exactly what is left, without me touching any of it.

Key numbers

The founder said: Oct 2026 so far, $88 in, $2,716 out, -$2,628 left, with one payment refunded in full and $2,716 on Meta ads this month.

In short

  • Four agents, not one assistant: Producer, Director, Writer and Bookkeeper each do one job and you can open any of them to see their recent work
  • Producer studies what is working in your market on YouTube and writes your hook, five titles and sections, scored for how close it is to your business
  • Director learns one new thing about you from every episode you connect, and uses it to find the thread
  • Writer publishes a search article for every episode and checks whether ChatGPT, Claude and Gemini mention you
  • Bookkeeper reads your payments and ad spend once a day, including the losses, not just the wins

Four AI agents

Four AI agents now run my business, and since I put them in place, my output has gone up, and that is all without me touching it. These are four specific, named roles inside Underway, each with one job, and each one you can click into and read exactly what it has done.

Underway Producer gets your videos seen. Underway Director makes your episodes. Underway Writer gets you found. Underway Bookkeeper keeps your books. You can set them up, name them, and from that point on they work every single day without me doing anything beyond talking into the camera about my day.

The context tab showing what today turned up, how many sources were read, and the four agents in Your team.
The context tab showing what today turned up, how many sources were read, and the four agents in Your team.

Underway Producer

If you click on Underway Producer, it introduces itself: "I get your videos seen. I study what is working in your market on YouTube, then write your hook, five titles and the sections, and show you why." Below that sits what's working right now, the most viewed videos this month that are close to your business, each scored for how close, with how you'd use it. It reads your market on YouTube once a week while you're using Underway.

Producer does that reading for you and hands back the reasoning, not just the title, which is what makes it usable rather than just another content idea generator.

Underway Producer's introduction card and the What's working right now panel scoring recent videos against the business.
Underway Producer's introduction card and the What's working right now panel scoring recent videos against the business.

Underway Director

Underway Director makes your episodes. It says: "I learn you from what you connect and every episode you make. Ask the questions, find the thread and cut it." Underneath is what it has learned, one new thing from each of my latest episodes. It knew I had both trials running at once, on the old 14-day trial at $29.99 and the new seven-day trial at $129.99, with no change to the product between them. It knew the signups since the change cost far less. It knew I spent a whole day going round and round prompting the clone model to get it to the standard it's at now.

It genuinely knows everything about me, exactly like having a personal assistant with me at all times.

Underway Director's panel, What I've learned about you, listing facts pulled from recent episodes.
Underway Director's panel, What I've learned about you, listing facts pulled from recent episodes.

Underway Writer

This is the one I think is really good. Underway Writer gets you found. It writes an article for every episode so Google can find it, names episodes with the words people actually search, and checks whether ChatGPT, Claude and Gemini mention you. It writes a search article for every episode.

Look at the recent work it has produced: an article answering whether a SaaS should change its positioning, trial length and price all at once; one answering what the best build in public app is; one answering how you clone yourself with AI from three phone recordings. These are long tail keywords, but they are specific, which is exactly the kind of search a new product can actually rank for, and all of it happens while I'm sat doing nothing.

Underway Writer's panel, How you're being found, listing search articles written from recent episodes.
Underway Writer's panel, How you're being found, listing search articles written from recent episodes.

Underway Bookkeeper

The final agent is Underway Bookkeeper. It keeps your books: what came in, what was refunded, what your ads cost, and what you spend each month, so you can see what's left. This is the one I did not really want to show on this call, because the numbers are not flattering.

So far this month: $88 in, $2,716 out, which leaves -$2,628. One payment was refunded in full. I can see $2,716 on Meta ads this month. Didn't really want to say that, but we're spending, and the Bookkeeper puts it all there below whether I like it or not.

Underway Bookkeeper's panel, This month Oct 2026, showing money in, ad spend, costs and what's left.
Underway Bookkeeper's panel, This month Oct 2026, showing money in, ad spend, costs and what's left.

Who Underway is for

If you ask yourself whether you should be posting content as a business owner and the answer is yes, I should, I just don't get round to it, it's too hard, it causes friction, I've got to think too much, then Underway was built for exactly that. I am that person myself.

The idea is that you sit down at your computer whenever you want in the day, and everything is given to you: the episode named, what you've said, what you've done, what your work entailed, handed back in episode format with a click-worthy title, edited, captioned, Shorts created, put on YouTube, put on social media. That is the whole loop these four agents run between them.

Talking straight to camera about what the four agents mean for a business that cannot get round to posting.
Talking straight to camera about what the four agents mean for a business that cannot get round to posting.

Questions people ask

What does each Underway agent actually do?

Producer studies your market on YouTube and writes your hook, five titles and sections. Director learns from every episode you make and threads the story. Writer publishes a search article for every episode and tracks whether AI answers mention you. Bookkeeper reads your payments and ad spend daily and shows what's left.

Do the AI agents replace filming yourself?

No. The agents work behind the scenes on getting seen, making the episode, getting found, and keeping the books. You still appear on camera or by voice; the agents handle the research, structure, publishing and accounting around that recording.

Can the agents see my revenue and ad spend honestly, including losses?

Yes. The Bookkeeper reads payments and ad spend once a day and reports it plainly, including refunds and losing months, not just the good news.

How often do the agents update what they know?

Producer reads the market on YouTube once a week while you're using Underway. The Bookkeeper reads payments and ad spend once a day. The Director learns one new thing from each episode you connect.

Read the transcript

Four, four AI agents now run my business, and since I put them in place, my revenue's doubled, my output has gone up, and that's all without me touching it. So bear with me here. I'm gonna walk you through these four AI agents that are part of Underway and how they help me every single day without me doing anything. So we have, as you can see, Underway Producer, get, who gets your videos seen. It's her or it's his job. You can set them up, you can name them, and it's their job to get your videos seen. Then we've got Underway Director, who makes your episodes, thinks of titles. You've got Underway Writer, who gets you found, and then we've got Underway Bookkeeper, who keeps your books and your milestones. So if I click on Underway Producer, to give you an understanding, it says, "Hi Rich, I'm Underway Producer. I get your videos seen. I study what is working in your market on YouTube, then write your hook, five titles and the sections and show you why." So as you can see below, the most viewed videos this month that are close to your business, each scored for how close with how you'd use it. It reads your market on YouTube once a week while you're using Underway. Very, very helpful. So if we go back to context, now let's have a look at the Underway Director. So, "I'm Underway Director. I make your episodes. I learn, I learn you from what you connect and every episode you make. Ask the questions, find the thread and cut it." Okay? So the newest things I've, I've learned, one from each of your latest episodes. So look at this. He's learned that I have both trials running at once. The signups since the change cost far less. He spent a whole day going round and round prompting the clone model. It knows everything About me. Exactly like I was, if I had a personal assistant with me at all times. If I go back to context, we'll move on to our next AI agent. So we've got the underway writer. I think this is really good. So the underway writer, I get you found. I write an article for every episode so Google can find it. Name your episode with the words people search and check whether ChatGPT, Claude, and Gemini mention you. Writes a search article for every episode. Okay, so recent work below. Wrote an article answering should a SaaS change its positioning, trial length, and price all at once. See, these are long tail keywords, but they're specific. So these are the ones that we can rank for. Wrote an article answering what is the best build in public app. Wrote an article answering how do you clone yourself with AI from three phone recordings, right? Really good. And all of this is just with me sat doing nothing really. Okay, and the final one, guys, from your team of agents on underway is the underway bookkeeper. Okay, so I'm underway bookkeeper. I keep your books, what came in, what was refunded, what your ads cost, and what you spend each month. So you can see what's left. So you can see here, recent work. So far, 88 to 8 in, 2,716 out. Big losses. One payment refunded. I can see 2,716 on meta ads this month. You see? Didn't really want to say that on this call, but we're spending. And you can see it all here below. So, so if you ask yourself, should I be posting content as a business owner? And you say, "Yes, I should. I just don't get round to it. It's too hard. It causes friction. I've gotta think too much." Then Underway was created just for you. I am that person myself. And to sit on Underway and for everything to be done for you so that in reality, all you have to do is sit down at your computer whenever you want in the day and have everything given to you, the episode named, what you've said, what you've done, what your work's entailed, and is given to you in episode format with a click-worthy title. It's edited, captioned, shorts created, put on YouTube, put on your social media. And your business can, let's say, quadruple

Made with underway. It reads the founder’s day, asks them about it out loud, and turns the answers into episodes like this one.

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