Serge Bulaev
I ran content for 30M people. Now six AI tools run it for me.
- 30M
- monthly readers at Lifehacker.ru
- 6M+
- downloads of Buy Me a Pie!
- 2020
- exit — Lifehacker.ru sold
- 4th
- company, AI-native from day one
I'm Serge Bulaev — founder of Creative Content Crafts. For most of the last decade I built consumer products: a grocery list app that millions used every week, and a media platform that reached thirty million people a month before I sold it in 2020.
Now I build the machinery instead of the audience. My company runs content operations for B2B teams — six people and a fleet of agents doing the work of a thirty-person agency. The tools we needed and couldn't buy, we shipped ourselves: Publora and Co.Actor.
I write about all of it, in public, most days — on Substack, on LinkedIn, and in my Telegram channel. This site is the database underneath that writing — the ideas, half-formed and otherwise, for humans and AI agents alike.
An agent is inseparable from its owner. From the outside you can't tell who wrote it — so you answer for every word. “The bot hallucinated” doesn't work anymore. There is no bot. There's you.
What I've built
Buy Me a Pie!
2012—2020A shared grocery list for couples and families, built long before anyone shipped “AI” as a feature. It reached #1 in the App Store, passed 6M downloads and held over a million active users. The lesson that stuck: a product someone opens every single day beats a product that impresses them once.
Lifehacker.ru
2014—2020Eastern Europe’s largest productivity platform, at 30M monthly visitors. I ran the editorial operation — the desk, the schedule, the traffic — and learned what content really costs at scale. Not ideas. The machinery that turns ideas into a published page every day without the people making it burning out. Sold in 2020.
Catch
2016—2019A chat-format storytelling app: fiction told as a thread of messages you read one tap at a time. 3M downloads and 1.5M active users. It found an audience faster than it found a business underneath it, which turned out to be the more useful half of the experience.
Creative Content Crafts
nowAI content infrastructure for B2B teams — the fourth company, and the first built AI-native from day one. The tools we needed and couldn’t buy, we built ourselves: Publora for publishing across platforms, Co.Actor for LinkedIn growth, and the internal repos and skills that are now the core of this site.
How the company works now
The team stays small on purpose, and it can stay small because the agents absorb the work a much larger one would otherwise be doing. What we actually run is content operations for B2B companies: research, positioning, drafting, editing, publishing, reporting.
The agents are not a demo reel. They are repos, and each one started as something a person on my team was doing by hand and doing too often — a research agent that reads a market and comes back with sourced notes, engagement tooling that runs LinkedIn without sounding like a machine wrote it, editorial pipeline skills that carry a brief through to a published post, and the Claude Code setups and Cloudflare boilerplates we ship products on.
None of it arrived as a plan. It accumulated one automated annoyance at a time, and at some point the collection was the thing worth having, not any single deliverable it produced.
Which is why this site exists. People kept asking how the setup works, and the honest answer was never a blog post — it was a repo, a prompt, and more context than fits in a paragraph. So the repos, the skills and the notes behind them now live in one place, as a membership rather than a course, because the useful part is the code and the code keeps moving.
What I run now
- Publora — agents that publish across every social platformpublora.com →
- Co.Actor — LinkedIn personal-brand growth for B2B teamsco.actor →
- Creative Content Crafts — the company all of it runs insidecccrafts.ai →
Find me
What I write about
Three channels, and they are not interchangeable.
Substack is the long form: essays on agents, AI-native work, and what all of it does to the shape of a company. It is where an argument gets enough room to be wrong in an interesting way. It is kept as a stream separate from this site rather than cross-posted, so neither one is a paywalled version of the other.
LinkedIn is short, frequent, and where most of the conversation actually happens. It is also where I test the engagement tooling on my own account, which is the only honest way to sell it.
Telegram is the running log — what shipped, what broke, links worth the click, half-formed things that are not ready to be an essay.
For press
Serge Bulaev (born 1981 in Ulyanovsk, Russia), also known as Sergey Bulaev, is a technology entrepreneur and the founder of Creative Content Crafts, an AI content engineering company, and of the products Publora and Co.Actor. He previously founded Buy Me a Pie! and ran Lifehacker.ru, which reached 30 million monthly readers before its sale in 2020.
Photos on this page may be used with attribution. For interviews, reach me on LinkedIn.
Press photos · high-res on request