Meet Esther Jaggy Aebi, Founder & CEO of ej.AI.minds, TÜV-certified AI trainer

Tell us about ej.AI.minds
My name is Esther Jaggy Aebi, and I’m the founder and CEO of ej.AI.minds. I’m a TÜV-certified AI trainer and innovation expert, helping companies and creatives unlock the potential of artificial intelligence in practical, inspiring ways.

Please give some more details of your startup story.
I founded ej.AI.minds in 2024 to bridge the gap between creativity, communication, and artificial intelligence. The idea was born out of a clear need: many businesses and individuals want to use AI but don’t know where to begin. With my background in marketing, communication, and education, and as a TÜV-certified AI trainer, I offer practical workshops, customized trainings, and creative tools that make AI both accessible and empowering. While I work solo, I collaborate with a strong network of experts and partners depending on the project. My goal has always been to make AI useful and inspiring—not overwhelming.

Tell us more about your plans for 2025 and what is your long-term vision.
In 2025, I’m expanding my offering by launching digital learning products and branded GPT tools tailored to marketing teams, educators, and agencies. I also plan to build more strategic partnerships with companies and institutions looking to integrate AI into their daily work. Long term, I envision ej.AI.minds as a leading platform for AI creativity and education in Europe—where businesses, individuals, and institutions can learn how to confidently and responsibly use AI tools to boost both efficiency and innovation.

What has been the biggest success that you have achieved in your startup?
One of the most meaningful successes so far has been the development and launch of my “Branding with AI” workshop for individuals and solopreneurs. In this workshop, I guide participants to translate their brand identity into a consistent visual language using generative AI tools like Midjourney. Seeing people—many of whom had no design or tech background—bring their brand world to life through imagery was incredibly rewarding. It showed me that AI can be a powerful creative enabler when paired with the right guidance and structure. This moment confirmed that I’m not only teaching technology—I’m helping people see and shape their identity in new, inspiring ways. My TÜV certification as an AI trainer also helped build trust and ensure a high-quality learning experience.

If you could do it all over again, what would you do differently? What are your biggest learnings?
Looking back, I would allow myself to launch sooner, without waiting for everything to be perfect. One of my biggest learnings has been: clarity comes through action. Especially in such a fast-evolving field like AI, it’s more important to test ideas, talk to real people, and adapt quickly than to overthink things behind the scenes. I’ve also learned the value of focusing on real needs over trendy features. My best results came when I listened closely to what people were struggling with and built something simple and helpful around that.

What motivates you to continue your business every day?
The moment when someone says: “Wow, I didn’t know I could do that!”—that’s what drives me. Helping people discover new creative power through AI, especially those who thought tech wasn’t for them, is deeply fulfilling. I love designing spaces where people feel safe to explore and play with new tools. Also, building my own business gives me the freedom to combine my passions: communication, learning, design, and innovation. That mix keeps me motivated—even on the tough days.

One piece of advice for someone who is just starting out with their startup.
Don’t wait until it’s perfect. Get your idea out into the world and talk to real users. Feedback is more valuable than flawless branding. Also, surround yourself with a support network—communities, mentors, sparring partners. Being a founder can feel lonely at times, so having people who understand the journey is key.

What does it mean to you to be a member of the Swiss Startup Association?
It means being part of a shared vision—one where startups in Switzerland can thrive, grow, and support one another. Personally, it gives me a sense of connection in a world that often feels fragmented. Professionally, it offers visibility, networking, and a clear signal: I’m serious about what I do.

Would you recommend joining the Swiss Startup Association? Why?
Absolutely. Especially if you’re just starting out, it’s incredibly valuable to be connected to others walking a similar path. The resources, events, and community support can make a real difference—plus, it’s a great place to build meaningful connections beyond just business.

Have you ever visited the events of the Swiss Startup Association? If yes, which ones? Would you recommend them?
Not yet, but I’m looking forward to attending my first one soon. So far, I haven’t had the chance to participate or receive direct feedback from others, but I truly value what the Swiss Startup Association is building. The topics and formats look promising, and I see it as a great opportunity to connect with like-minded entrepreneurs and stay up to date with relevant trends in the ecosystem.

Is there anything that we haven’t asked you that you would like to share with us/the community?
Just this: AI is not only for tech experts. It’s a creative tool, a communication tool, a business tool. If you’re curious, dive in. You don’t need to be perfect—you just need to start. And if you ever feel overwhelmed, know that there are people like me out there ready to guide you.
If you’re curious about how AI can amplify your creativity – just reach out. I’m always up for a good conversation.

Connect with Esther on LinkedIn!

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About the Swiss Startup Association

The Swiss Startup Association (SSA) is the umbrella organisation and the voice of Swiss startups. As a sector-independent non-profit organisation, the SSA gives startups a strong voice vis-à-vis politics, business, and works to improve the conditions for startups in Switzerland.
Beyond its political engagement, the SSA fosters a community for startups, recognizing the unique challenges they face. Through networking opportunities, educational sessions, and practical services, the SSA collaborates with industry partners to offer tailored support and valuable resources to guide founders on their entrepreneurial journey.

Join the Swiss Startup Association! Tap into our member benefits, the comprehensive Investor List and get full access to our events. By becoming an SSA Member you enjoy discounted tickets to our Big Founders Dinners and the SSA Founders Day.