Skip the Hype, Lead the Future
At Avyan we turned the fuzz about AI right into the part where it delivers results: Applied AI
6 min read
August 14, 2025
If the Hype of AI feels like a rollercoaster to you, I don’t blame you. From game-changing insanely cool breakthroughs to existential threats, AI is a rollercoaster. And not the fun kind.
Turns out, the rollercoaster isn’t just a feeling, it’s a proven pattern.
We followed this pattern and jumped ahead to where AI starts to add value to your business. Read below to see three examples of how we already reshape business for our clients.
If you’re a C+ level leader, I’m sure you have heard about the Gartner Hype Cycle. Not surprisingly, AI follows exactly the same roller coaster as every Hype before.
At Avyan -knowing the fragility of going along with any hype- we’d like to skip all the fuzz and go right into the part where AI is delivering results and it becomes productive.
We call this Applied AI.
Because if you know AI follows the same Cycle, you can look beyond the inflated expectations, the empty promises AND the disillusionments that follow. So that is what we did. Not that we ignore or downplay any of the threats, because they are very real.
In fact, I could write a blog just on that.
By looking beyond the buzz, we are taking exactly those risks into account when we talk about the added value of Applied AI.
My take on AI is very simple:
AI is not your wunderkind that solves all your problems or cuts a major part of your budget. It is not a plug-&-play tool for you that delivers directly what you want.
It is an extension to any expert in their field.
Those experts who know what they’re talking about will gain tremendously in easier, faster and more in-depth ways we never could imagine possible. They can train their agents better, stay updated to any new developments in their field and fit it better in their existing way of working.
At Avyan we approach AI exactly like that.
We implement AI in our existing processes and help our clients in reaching their goals, mostly without them even noticing it.
Because it is part of our daily business. But in some services, the impact of the implementations are so big that we need to address them separately. In these services AI revolutionized the way of working in such big ways, or has changed the way consumers actually act, that we consider these as our Flagships of Applied AI.
But what does Applied AI actually look like in practice? Let’s break it down by three areas where it’s already reshaping how we work… and win.
- GEO
- Content Generation
- Customer Engagement
GEO: BE THE ANSWER OR BE INVISIBLE.
As mentioned in my previous article, the way we as consumers use Search is evolving rapidly. 58% of searches in Google end up without any click. And the amount of people using other channels than Google is going into millions if not billions a day.
For example, ChatGPT reports 37.5 million queries a day (and growing), while TikTok already is the primary Search channel for Gen Z’s.
Time for a revolutionary different approach in Search, wouldn’t you think? The good news is that we can get you started, though. With our foundational expertise in traditional SEO combined with our Applied AI approach, we are already helping our clients in industries like FMCG and Banking.
We will start with analysing your current situation and from there we’ll adjust what is needed to be seen by AI-fueled search engines.
For more detailed information read in the GEO deepdive we published before or get in touch with us to see how you can start tomorrow.
Content generation: Hyper personalised assets... in minutes not days
65% of consumers reportedly switch brands if their shared data isn’t used for a better personalized experience.
Personalisation went from a marketing trick to a hygiene factor, commonly expected by your customers. And the bar is set high…
While the basics of personalisation are in proper segmentation and addressing your customers’ names correctly, more ground is gained in personalized visuals in any marketing communications.
With models that match the target audience, or tweaking texts to match personal barriers, or linking to a local branch nearby, there are plenty of possibilities in delivering a personalized experience. And most of the time you can match those elements in a perfect model to find the right asset for every consumer.
The challenge is that even with a limited amount of variables, the total number of required assets can run into thousands.
Ain’t nobody got time for that!
Luckily with Applied AI our designers work with the right tools to create the required assets within a very acceptable amount of time. From months to days to minutes, without breaking brand or budgets. Just like we did for Just Eat Takeaway, as you can read in our case study. On average it boosts performance by 20% compared to non-personalized experience.
Get in touch with us about how we can streamline your content generation process.
Customer Engagement: True Omnichannel Orchestration
Existing customers are often our most underestimated asset. They’re cheaper to market to, more loyal, and we know them better than prospects. Yet engagement budgets are the first to get cut when ROI isn’t obvious.
The complexity of scattered touchpoints and tangled data makes it hard to prove value, even with top-tier CDPs, CRMs, or marketing automation tools.
Applied AI changes that. Advanced models now predict not only who’s ready to buy, but also what to say, when, where, and how. Across channels and without overloading them. For an international NGO we built a customer journey around this approach and every day we're optimizing their journey around these models more. It fine-tunes tone, orchestrates journeys, and makes the added value of engagement measurable, recalibrating true CLV.
Engagement isn’t a cost. It’s your growth engine. Treat it like one.
Applied AI, Applied.
These three Flagship examples do not stand alone. They are the valuable frontrunners of everything that is happening in Digital Marketing. They are the examples we can look beyond the buzz and save you the disappointment in another hype.
No matter where you sit in the marketing mix, we can gain incredible value with Applied AI, even in the smallest ways to start with.
Dream Big, start small. But whatever you do, start.
We’re looking forward to untangle your challenges and build that dream of yours into customer experience heaven. We have the case studies to show you how it can work.
