When Andrew Palmer built his first website in the late ’90s, armed with nothing but a night school HTML class and Notepad, he probably didn’t imagine leading a team of AI agents two decades later. But here we are.
I recently caught up with Andrew for a conversation that spanned printing presses, dot-com chaos, and his latest mission: bringing AI-powered collaboration to agencies through the new Atarim AI.
And let me tell you, this is more than another AI wrapper.
A Career in Constant Reinvention
Andrew’s journey started in print. He ran massive print operations in the UK, with hundreds of employees and millions in revenue. But as the web emerged, he didn’t just adapt, he jumped in with both feet.
“I needed a website, so I built it,” Andrew says. That DIY instinct became a theme throughout his career: launching Elegant Marketplace, managing plugin portfolios, selling agencies, and even co-founding Bertha.ai, one of the first AI writing tools for WordPress.
He’s been through Joomla, Drupal, Dreamweaver, and more than his fair share of yelling at early versions of WordPress. But that friction taught him something: the true bottleneck in web work isn’t tools, it’s communication.
That insight led him to Atarim.
From JPEG to Game-Changer
When Andrew first saw Atarim (then WP Feedback), it was just a JPEG mockup on an iPad. But he saw the potential immediately.
“Three days after sending a client a collaboration link, a website that had been stuck for a year was finished,” he told me. “That’s when I knew.”
He joined the team as an investor and evangelist, eventually stepping into a customer success and sales role, though let’s be honest, he was probably doing that unofficially for years.
Now, he’s back full time, and things are heating up.
Enter: Atarim AI
Atarim is now going AI-first with a bold new vision: giving every freelancer or agency a virtual creative team.
Here’s the pitch: six AI-powered teammates embedded in your workflow, each specializing in different roles, SEO (Index), clarity (Claro), accessibility (Navi), creative (Pixel), QA (Glitch), and more. It’s like having a $500K team in your pocket.
Need accessibility feedback? Navi’s got you. Want SEO suggestions? Index is on it. Missing alt text, broken buttons, poor layout choices? The team flags it all, while also giving you positive reinforcement where you’re getting it right.
This isn’t just AI as a tool. It’s AI as a collaborator.
Real-Time, Real Feedback, Real Results
This new version of Atarim doesn’t just analyze your site. It scans, suggests, and sparks conversation. Click “Review,” and within 90 seconds, your AI team returns with thousands of insights, plus the ability to turn those into tasks or dig deeper with chat.
Even better? It’s not limited to WordPress. Atarim is becoming platform-agnostic, integrating with Figma, Shopify, and others.
As Andrew put it: “We’ve seen users double their output with no new hires, just by speeding up the loop. That’s productivity, and that’s profit.”
Want In?
The Atarim AI early access program is open now, and Andrew made it clear: this is not a black-box beta. Participants will actively shape the tool, just like the agencies who’ve helped evolve Atarim from day one.
👉 Sign up here to join the early access program.
Whether you’re building five sites a month or 500, this is one worth watching. Or better yet, start collaborating with your new AI teammates today.