Custom AI systems for ambitious consumer brands.
You already know where you want to take the business. I work alongside your team to connect your systems, make the information dependable and build AI into the processes that matter. Growth should not automatically make the business harder or more expensive to run.
Common challenges as you grow
You know AI has huge potential. You just don't know where to start.
Growth means hiring, every time.
Your sales team are spending more time on admin than selling.
The forecast rebuilt by hand for every planning cycle.
Your best customers get increasingly generic replies.
Does this sound familiar?
Every one of these problems has the same skeleton of a solution.
Make the information trustworthy
Connect the systems that hold the facts, so the numbers, the rules and the exceptions agree with each other. Nothing built on top of the information can be trusted until this is true.
Automate the repeated work
The assembly, the checking and the moving of information between systems. This is the part that currently grows with the business, and most of it no longer needs a person.
Add AI where judgement is needed at scale
Where the work needs a decision, a tone or a read of the situation, and there is more of it than your best people can handle personally. It sits inside the tools your team already uses, with human control where it matters.
We start with one important process and put the smallest useful version to work inside the real business. Then we measure what changes before deciding what comes next. Here is what that looks like inside a consumer brand I know well.
See it in practice ↓A growing business meant a growing inbox.
We connected Shopify, Klaviyo, Smile.io, Loop and Loox into a single source of truth, then built AI agents on top to handle customer emails.
Customer service became faster without losing quality.
The team's job shifted from finding information to reviewing it.
The same approach can be applied to sales, marketing, finance and any workflow where your team spends more time searching for information than using it.
Led by me, with specialists for each project.
Hi, I'm Immy, founder of Payton Labs.
There are plenty of people who can build AI. There are plenty of people who can advise on AI. Very few have spent their career doing both, while also living with the commercial consequences inside a consumer business.
I've spent the last decade where data, technology and commercial decisions meet. During nearly six years at Klaviyo, I progressed from Senior Data Scientist to Senior Manager, connecting product usage to revenue forecasts and creating internal applications used by hundreds of people.
Alongside that, I helped move my family's cashmere business online and built the systems that enabled it to serve growing demand, from around £200k in annual revenue at fairs to a full year 2026 forecast of £4m. That means I understand both the technology and the reality of putting it to work inside a growing business.
Payton Labs is me, plus the engineers and specialists each project calls for. I lead every engagement and only take on a handful of clients at a time. You will not be number twenty on a large agency's list, and you deal with me from the first conversation to the last.
Choose where to start with AI.
Bring the opportunities your team can already see. We will pick the strongest one and agree what is worth acting on first. If AI can make a meaningful difference, I will tell you. If it cannot, I will tell you that too.