Startup Stories - Mixergy #2286 Pepper: AI + people = > $10 million
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Nov 17, 2025 Anirudh Singla, the dynamic Founder and CEO of Pepper, reveals how his content marketing platform combines AI with human creativity, recently surpassing $10 million in annual recurring revenue. They produce staggering volumes of content for clients like Shopify and Adobe. Anirudh discusses their innovative workflows, leveraging AI to generate drafts and human editors to refine them. He also shares insights on automating content optimization, scaling video production, and using SEO-driven techniques to boost performance—all while maintaining creative oversight.
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From Upwork Side Hustle To Global Platform
- Anirudh started Pepper as an Upwork hustle to finance his education and matched clients to writers.
- That marketplace evolved into a global talent network serving enterprise clients across writing, design, and video.
Embed AI Natively Into Content Workflows
- AI shifts the content spectrum: high-volume low-value tasks get automated while higher-value work remains human-led.
- Pepper embedded AI natively in workflows to scale production while keeping human editorial checks.
Use Chained Prompts And SERP Research
- Chain multiple prompts and feed each LLM output into the next to build research-driven drafts.
- Include SERP scraping, competitor H1/H2 extraction, and Google Search Console data in briefs for SEO-ready content.