Keenfolks' CEO on AI's transformative potential
The article was an interview conducted by our TechTimes reporter, David Thompson, with Miguel Machado, the CEO of Keenfolks, an AI-driven company making waves in the world of global brands like McDonald's and Coca-Cola.
Let's get a sneak peek into the upcoming AI trends. Join us as we uncover the story of Miguel Machado and the AI revolution.
1. Hi Miguel, can you tell us a little bit about your professional background as an entrepreneur?
From the very beginning, my journey was about more than just a career-it was a passion for innovation and technology. With over two decades of experience spanning multinational corporations, startups, and agencies, my path has been one of constant learning amidst the rollercoaster of life's ups and downs. Starting from a young age, I was driven by an innate curiosity and desire to create something impactful. My journey took me through various roles, starting at Henkel embarking on a role of leading multimillion-dollar businesses before turning 25, but life is full of unexpected twists, and during the global crisis of 2008, I found myself at my lowest ever point in life, facing a new challenge. As I navigated the uncertainty, one thing became clear; my heart was in entrepreneurship, and despite dealing with the disappointment of launching several ventures that didn't quite take off, I never lost sight or passion for this aspiration.
Fast-forward to 2018, my vision was clear - I wanted to transform businesses through the seamless integration of technology, particularly AI. Recognizing AI's revolutionary potential, I founded Keenfolks with my partner Xavi, an AI-first agency unifying business, marketing, and prop technology. Collaborating with industry giants like McDonald's and Coca-Cola, we forged knowledge-sharing ecosystems, aligned goals, and achieved transformative results. The launch of proprietary technologies, Scoretize and OG.AI, two years ago, underscored our commitment to innovation. Five years since Keenfolks' inception, our journey persists-a path marked by passion, dedication, and the unwavering belief that purpose-driven technology can kindle greatness in businesses and beyond.
2. Where did your entrepreneurial spirit come from and what advice would you give to aspiring founders?
My journey as an entrepreneur traces back to an unwavering belief in the transformative power of innovation. This conviction, nurtured over years in the corporate world, gradually evolved into a burning passion to breathe ideas into life with the potential to reshape entire industries. As I journeyed through various roles, from helping my mom run small-scale ice cream shops and clothing brands in Portugal at a young age, to leading significant businesses and weathering the challenges of startups and agencies, it became abundantly clear that entrepreneurship was my true calling. It's about daring to envision the impossible, taking calculated risks, and being perseverant to make those visions a reality.
To fellow aspiring founders, I would emphasize the invaluable lessons hidden within failures that bring us closer to our success, the importance of aligning every action with a well-defined vision, and the wisdom of forming a diverse team that complements your strengths and shares your core values. The entrepreneurial journey is a test of resilience and determination, where yes it tests our fortitude, challenges our limits, and calls forth unyielding resolve, but, within the crucible of challenges, our ideas metamorphose into forces that shape the world. The road may be rugged, but trust me, the euphoria of seeing our visions take flesh in the real world is an unrivaled triumph.
3. What led you to co-found Keenfolks back in 2018?
Keenfolks came to life with a different kind of dream, one that transcended the ordinary. This dream wasn't just about business; it was about creating a trifecta of converting business, marketing, and technology into a seamless whole, covering what I identified as a clear market gap to position ourselves as leaders in the digital transformation field. The foundation was simple yet powerful; the belief that by combining consultancy, agency, and technology, we could spin outcomes that defy expectations and revolutionize the processes of big corporations.
Together with my visionary partner Xavi Cortadella we embarked on a journey to craft tailored solutions that could not only navigate complex challenges but also elevate them into something extraordinary. This journey isn't just about generating revenue; it's about the shared pursuit of fueling greatness in Fortune 500 companies, individuals and society through innovation. As we walk this path, it's not only our story that unfolds but also those of our clients, stories etched with the transformative power of integrating business and cutting-edge technology.
4. Keenfolks initially started as an agency to help businesses smoothly undergo digital transformations. What made you decide to prioritize AI and what was that transition like for Keenfolks?
We initially embarked on the digital transformation journey precisely because we knew the market was ready for it, but internally our AI vision was always there right from the inception of KEENFOLKS, as behind the scenes we always worked on auditing, automatising processes and developing prop AI tech. Today I can say It's been a journey of five impactful years, a period that has witnessed the AI landscape evolving and unfolding in incredible ways, and we now feel that the market is ready for it.
In a world where AI's buzz can sometimes overshadow its essence, we stand tall, armed with knowledge and experience like never before. While the tech realm buzzes with an abstract AI excitement, our foundation and understanding is rock-solid, built on years of hands-on work with powerful brands. Our mission is clear: to integrate AI into the core of businesses, not as a mere trend, but as a powerful tool for real, meaningful transformation. Whether it's redefining digital transformation or revolutionizing client experiences, our journey with AI continues to be a roadmap to excellence.
5. What are the similarities between helping organizations undergo a digital transformation and leading them through an integrative AI process?
Leading organizations through a digital transformation or an integrative AI journey is like conducting a symphony of change. It's not just about new tools; it's about transforming how things work. Just as my own journey began with a belief in merging business, technology, and creativity, these processes share the idea that change is bigger than just using new tools. It's about changing how we think, our strategies, and unlocking human potential. Like how digital transformation changes how things are done, Integrative AI changes how we use data and technology; It's not a quick fix but a thoughtfully crafted long-term journey of transformation in vision, operation, process, mindset, capability, and culture. The magnitude of change might be intimidating, but that's why Keenfolks is here, to help our partners understand and excel in this transformation with our thoughtfully crafted 7 step methodology.
This Integrative AI methodology, encapsulated by OG.AI, commences with an understanding of the business model and objectives, followed by an audit to identify integration gaps and bottlenecks. Clear objectives, data strategy, and technological alignment are emphasized before creating a roadmap for integration. Subsequent deployment, optimization, and scaling efforts enable seamless transitions, leveraging real-time data and user feedback. By strategically integrating generative AI and aligning it with business objectives, the methodology provides a structured path for F500 companies to effectively navigate technology integration complexities while harnessing the potential of AI-driven innovation.
Both digital transformation and integrative AI remind us that technology isn't a magic wand, but a way to bring fresh ideas to life through ground-breaking creativity and innovation.
6. Why do so many businesses struggle to see positive results from their AI investments and what is the one biggest mistake they tend to make?
In my journey of navigating the AI landscape, I've seen a common struggle many businesses face - unlocking the true potential of their AI investments. The root of this challenge often comes from underestimating the profound nature of AI's impact. It's not just a button you press for instant success; it's a journey that requires strategic planning, alignment, and a mindset shift.
The biggest misstep I've noticed is treating AI as a shortcut solution, expecting it to enhance everything without integrating it seamlessly into an existing holistic business strategy. AI needs to be integrated thoughtfully, reshaping how we work, think, and decide. I've seen businesses rush into AI without a clear strategy, hoping for quick returns. But the real magic lies in fostering a culture that embraces change, where humans and AI collaborate in harmony. It's not about quick fixes; it's about cultivating an ecosystem where technology enhances our capabilities and fuels sustainable long-term growth. That, I believe, is the key to unlocking the maximum possible potential from integrating AI.
7. Keenfolks has developed its own patented "Integrative AI Methodology." What makes this methodology so unique and how would you communicate the unique selling point to a potential client?
Integrative AI Methodology is a step-by-step methodology to improve consumer engagement, tech efficiency and accelerate sales. Working with multinationals we realized that most of them start with tactical use of Generative AI tools and language models and of course not happy with outcomes.Today, tools like Chat GPT have limited understanding of the company context, shopper persona, a lot of data ethics concerns, lack of output personalisation and complex and limited possibility to integrate into Fortune 500 processes.
To solve this problem we created a methodology that allows us to integrate available Generative AI tools and language models into company specific processes, data sets and needs to create their own data sets, algorithms and proprietary technology that is custom and talks their business language.
In an ever-evolving landscape, we saw a need to not just adopt AI, but to seamlessly integrate it into the very fabric of a business, enhancing every aspect of its existence.The essence of this methodology lies beyond quick fixes; it's about strategic transformations that echo through the entire business. The world is changing, and so are businesses. Our Integrative AI isn't just a roadmap; it's a compass that points towards a future where technology and human brilliance coexist in harmony, driving businesses towards unprecedented success.
8. Keenfolks has many big name partners in its portfolio. McDonalds, Coca Cola, Nestle, and Danone are just a few of the big name brands that you've worked with. How is it to work with such major global companies?
Collaborating with the world's top brands is quite challenging and demanding, but absolutely rewarding. I have found this experience to be an opportunity to engage with inspiring individuals eager to make a meaningful impact, exchange insights on Data, AI & Martech, and foster mutual growth in the ever-evolving tech landscape. My journey, encompassing the development of Keenfolks and collaboration with industry giants, transcends mere business. It revolves around shared visions and the drive to fuel greatness through innovation. Our clients aren't just partners; they're an integral part of our thriving community, where we connect with individuals passionate about making a difference.
At Keenfolks, we are privileged to collaborate with exceptional brands such as McDonald's, Coca-Cola, Nestlé, Danone, Johnson & Johnson, Reckitt, Merck, FEMSA, Kellog's, Royal Canin, and Diageo. These brands have forged their paths to success through rich histories and unwavering values, becoming beacons of quality and inspiration to anyone around them. Their journeys are a testament to the power of innovation, resilience, and the relentless pursuit of excellence. As we partner with them, their stories become a source of motivation for us, feeding our ambition to fuel greatness in every single project we undertake.
Our collaboration with these industry leaders allows us to navigate the ever-evolving tech landscape together. We exchange valuable insights, experiment with cutting-edge technologies, and collectively shape the future to enhance customer experiences and sales. The lessons we learn from these brands inspire us to push boundaries, think creatively, and strive for nothing less than greatness in all that we do. Their achievements remind us that with dedication and vision, we can find solutions that resonate with people, inspire change, and leave a lasting mark in the sector.
9. Tell us a little bit about your other projects Scoretize and OG?
Scoretize and OG.AI are my entrepreneurial ventures that stem from my unwavering dedication to innovation and holistic growth strategies. Scoretize is a powerful SAAS platform that automates marketing and advertising services, revolutionizing how agencies streamline processes and enhance client management. On the other hand, OG.AI is an innovative platform specializing in AI integration for Fortune 500 companies, addressing challenges with strategic AI implementation and offering solutions that elevate marketing, sales, and ROI outcomes. Both Scoretize and OG.AI are reflections of Keenfolks' ethos, driving innovation, and technological advancement to create lasting impact.
10. AI developments have obviously made unbelievable progress over the last year. What developments and trends do you anticipate seeing over the next couple of years?
Looking ahead, the landscape of AI trends holds immense promise in revolutionizing how C-level leaders propel their businesses to new heights. The emergence of no-code solutions is set to democratize AI adoption, allowing brands to integrate advanced technologies into their operations without requiring extensive technical expertise
The ease of experimenting through rapid pilots will foster innovation, enabling Fortune 500 companies to swiftly iterate and refine their AI-driven strategies. Communities will play a pivotal role, harnessing the knowledge of language models to create platforms that facilitate collaborative learning and skill enhancement. The synergy between AI and blockchain will reshape industries by ensuring transparency, security, and trust in data transactions.
The pervasive connection between AI and various domains, from healthcare to manufacturing, will amplify productivity and redefine possibilities. Moreover, the concept of productization will gain momentum, transforming AI models into scalable solutions that cater to diverse business needs. At Keenfolks, as we continue to navigate these transformative trends, we remain dedicated to empowering C-level executives to leverage AI's potential for sustainable growth and innovation.
