Shann Holmberg

About Shann Holmberg

Shann Holmberg is the founder of Lunar Strategy, a marketing agency that runs its content production on multi-agent AI systems. Based in Lisbon, he documents the process of building AI-powered marketing workflows and shares frameworks as he develops them.

Holmberg gained attention for his “5 Levels of AI Marketing” framework, which maps the maturity curve from copy-paste ChatGPT prompts to autonomous agent teams that compound knowledge over time. The framework draws from his experience building and operating multi-agent content systems in a real agency setting — not as a theoretical exercise.

His work sits at the intersection of practical AI marketing and agent infrastructure. He argues that the moat in AI marketing is taste and judgment, not the technology itself — and that encoding brand identity into agent systems is the critical transition most marketers haven’t made yet.

Career Highlights

• Founded Lunar Strategy, a marketing agency built on multi-agent AI workflows
• Built a production multi-agent content system with research, ideation, writing, and critic agents
• Created the “5 Levels of AI Marketing” maturity framework
• Grew to 22K+ followers documenting AI marketing systems on X

Notable Positions

On AI Marketing Maturity

The gap between levels 1-2 and levels 3-5 is taste, judgment, and technical skills. People at lower levels produce volume; people at higher levels produce volume that doesn’t read as AI because they baked their judgment into the system.

On the Compounding Advantage

The advantage isn’t just speed — it’s accumulated taste, judgment, and months of memory that a competitor starting from scratch doesn’t have. Every week you wait is a week of compounding you don’t get back.

Key Quotes

• “the output at this level is generic because the input is generic. one line of instruction produces one dimension of output.” (on basic prompting)
• “one person doing the work of a small team. the coordination cost drops to zero because you don’t need to brief anyone, wait for deliverables, or manage handoffs.” (on agent-powered marketing)
• “the moat is taste. anyone can set up agents, the hard part is having judgment worth adding to them.” (on competitive advantage)

Related Reading

• Agent Skills - The skill framework Holmberg builds his levels on
• Multi-Agent Systems - Level 5 of his marketing maturity framework
• Agents as Employees - The broader trend his agency embodies