About Dirigent

Built by marketers, for marketers

We build AI tools that actually help you manage Google Ads — without taking control out of your hands.

We believe AI should work for you — not the other way around

Most AI tools for Google Ads promise full automation and then ask you to blindly trust a black box. We think that's backwards.

Dirigent is built on a simple conviction: you should always understand what's happening in your account. Every action is explained. Every change can be approved or rejected. Every decision is transparent.

Security is not a feature we added as an afterthought — it's the foundation everything else rests on. Five independent safety layers are always active, regardless of which autonomy level you choose.

Our story

Dirigent was founded in 2026 by a team frustrated with tools that promised automation but delivered dashboards. Tools that said "we handle everything" but really just generated reports.

We wanted to build something different: an AI team that actually does the work. That analyzes search terms, optimizes bidding, reviews ad copy and monitors competitors — around the clock, every day.

But unlike an agency that hides behind monthly reports, we wanted everything to be transparent. Every action logged. Every decision explained. Every step under your control.

So we built Dirigent — the AI team we wished we had.

2026

Dirigent founded

The idea is born from frustration with black-box tools

2026

First agent live

The search term analysis agent starts working in production

2026

15 agents

Complete AI team covering all optimization areas

2026

Founding Partners

Early customers shape the product together with us

Our values

Four principles that guide everything we build.

Transparency

Never black boxes. Every action is logged, every decision explained, every change shown in real time.

Security

5 independent safety layers are always active. Learning protection, change limits, cross-checks — all built in.

Honesty

We say what we can and what we can't. No empty promises. If AI isn't the right solution, we say so.

Results

Measurable improvements, not pretty dashboards. We focus on what actually impacts your ROI.

The technology behind Dirigent

No magic — just well-thought-out technology with security and performance in focus.

Modern AI

Built on large language models combined with deep domain expertise in Google Ads. Not rules in a spreadsheet — real intelligence.

Self-hosted in EU

All infrastructure runs on our own servers in Europe. Your campaign data never leaves the EU. Full GDPR compliance.

Swedish first

Built for the Swedish market with Swedish as the primary language. The AI chat understands and responds in natural Swedish.

Founding Partners

We're building the future of Google Ads management

Become one of our Founding Partners and help us shape the product. You get direct access, priority support and the ability to influence which features we build next.

Become a Founding PartnerStart free
ICM AS
Nordic market