The Story
I am Harshal Saraf. I have spent the last 12+ years in creative direction. I started in brand and content work in 2014. Today I direct AI workflows for the people who are building something and don't have the time to figure out which tools to use, which prompts to write, or how to connect everything together.
You bring the problem. I build the AI system that solves it.
How I work
AI handles the production. Research, first drafts, image generation, formatting, scheduling, repetitive output. That is the part of the work that slows everything down. I let AI handle it.
Strategy stays with me. The thinking, the direction, the calls about whether the output actually solves the problem. That is what 12+ years of creative direction taught me to do.
I plan the workflow. I write the prompts. I review the output. I make the decisions that matter. That is what AI Orchestration means in practice. The AI does the work. The human directs it.
Who I work with
- Founders who are doing everything themselves and need to get their time back.
- Small agencies that want to ship faster without adding headcount.
- Businesses that have inconsistent content and reporting workflows they want to fix.
- Brand teams that need a production layer for content, research, and creative work.
ByHarshal
ByHarshal is where I take on direct projects with founders and small businesses. The work usually starts with one of these problems:
"My team is doing manually what AI can do in minutes."
"I have a product that works but no clear way to communicate it."
"I need a brand, a website, and content. I don't want to hire three different people."
I solve all three. The lead service is AI workflow setup. Brand identity and website design follow when the project needs them.
Services:
- AI workflow setup
- Website design
- Content strategy
- Brand identity
At Square Root SEO
By day, I work as Creative Director and AI Strategist at Square Root SEO. The agency focuses on SEO strategy, technical SEO, and website design for B2B businesses. My role covers creative direction, content systems, AI workflow automation, UI/UX, and product oversight.
Earlier career
Earlier in my career, I served as National Creative Head at Fullscoop, a creative agency focused on the hospitality sector. In that role, I led creative direction for multinational hospitality chains including Hilton, Marriott, Hyatt, Accor Group, and Radisson.
That experience shaped how I think about brand consistency, creative standards, and delivering work at scale across multiple properties and markets.
Oh, So AI
On Tuesdays and Fridays, I write Oh, So AI, a short newsletter for founders, creatives, and business owners.
Each edition covers what is new in AI, what is worth using, what is overhyped, and the workflows that actually save time. No jargon. No hype. Just the stuff worth knowing.
Education and certifications
MBA in Marketing, Prestige Institute of Management, Indore.
Certifications: UI/UX, Generative AI for Creative Professionals, Copywriting.
Outside of work
I am an active naturalist and wildlife photographer. Most of my field time is in central India's tiger reserves: Kanha, Bandhavgarh, Pench, and Ranthambore. I also do birding trips to Uttarakhand and Himachal Pradesh.
I hold mountaineering credentials from ABVIMAS, Manali, and have trekked across Himachal Pradesh and Leh Ladakh.
Want to talk about a problem worth solving with AI?
Discovery calls are free. 30 minutes. We talk about your problem and see if I am the right person to solve it. If I am not, I will point you to who is.
FAQ
What does Harshal Saraf do?
Harshal Saraf sets up AI workflows for founders, agencies, businesses, and brands in India. He combines 12+ years of creative direction with AI orchestration. His tagline is "Where Creative Direction Meets AI Orchestration."
What is AI workflow setup?
AI workflow setup is the process of mapping a manual task, picking the right AI tools, connecting them together, and handing over a working system. Harshal sets up these systems for founders and small teams who don't have the time to figure it out themselves.
Who does Harshal work with?
Founders, small agencies, businesses, and brand teams in India. The common pattern is that they have a problem worth solving but no time or expertise to set up the AI system themselves.
What is the difference between an AI Consultant and an AI Orchestrator?
An AI consultant gives advice. An AI Orchestrator builds the system. Harshal does the second one. He maps the workflow, sets up the tools, tests it, and hands it over working.
Is Harshal Saraf available for project work?
Yes. He runs ByHarshal as his independent practice and takes on projects directly with founders and agencies. Discovery calls are free.
Where is Harshal Saraf based?
Indore, Madhya Pradesh, India. He works with clients across India and outside.
What is ByHarshal?
ByHarshal is the independent practice of Harshal Saraf, based in Indore, India. ByHarshal works with founders, small agencies, businesses, and brand teams to set up AI workflows, build brand identities, and design websites. The lead service is AI workflow setup. Brand identity and website design follow when the project needs them. ByHarshal also publishes the Oh, So AI newsletter every Tuesday and Friday.
What services does ByHarshal offer?
ByHarshal offers four core services. The lead service is AI workflow setup, where Harshal maps the manual work a team is doing, builds the AI system that handles it, and hands over a working setup. The other three services are brand identity (AI-assisted), website design (AI-assisted), and content strategy. All projects are led personally by Harshal Saraf.