How Someli.ai scaled branded content delivery using Polotno
Someli.ai is a Dubai-based platform that automates branded content for financial advisors, recruiters, and accounting firms. The platform combines AI-driven generation with human creative review to deliver high-quality, consistent social media content – without requiring users to do any design work themselves. Launched in 2021, the company has grown to a 35-person team with a global delivery network across UAE, India, the Philippines, Vietnam, and Kenya.
Static content didn’t scale – so they scrapped everything
Someli didn’t want users designing anything. They wanted content generation to feel invisible – AI-powered, brand-aligned, and pre-approved. That meant embedding an editor that could run silently as part of the backend, with full developer control and no external UI. Most solutions were too rigid or designed for end-user editing. They needed something built for automation.
A design engine, not a design tool
Polotno gave Someli the tools to integrate a full-featured editor directly into their backend system. Within 3 weeks, it was up and running. Their CTO worked directly with Polotno’s founder to request features, understand the roadmap, and align infrastructure. Designers never had to touch a third-party app. The editor worked quietly behind the scenes, generating templated, branded visuals based on AI-selected layouts.
Deploying efficient design workflows at scale
Today, Someli’s designers operate at scale – handling dozens of clients each thanks to Polotno’s flexibility and speed. There’s no need for clients to create content, no friction in approvals, and no dependence on external design platforms. With full ownership of the user experience and backend automation in place, Someli is now positioned to expand its offering globally.
Polotno unlocked several key advantages:
1. Lower cost per client
Fewer designers needed to support more customers
2. Faster client onboarding
Branded templates and posts are ready from day
3. No editor training required
Clients receive finished content without using design tools
4. Operational clarity
Designers review and finalize instead of producing from scratch
5. Freedom to expand
Scalable backend makes it easy to enter new markets without scaling overhead
A pivot to source code ownership
As Someli scaled and brought in external investors, technical risk became a concern. While Polotno proved stable and well-supported, Someli’s leadership knew that long-term resilience required control over key infrastructure. To mitigate risk, they opted for Polotno’s source code license.
This gave them:
Full business continuity in case of unexpected disruptions
Confidence for investors evaluating platform stability
Freedom to customize deeply without dependency concerns
It wasn’t about ownership – it was about future-proofing. With the source code in place, Someli can scale confidently, knowing their content engine is fully under their control.
