- James, founder of Synthetiko, is leveraging deep learning to transform web analytics and eliminate inefficiencies in marketing data teams.
- He emphasises the importance of building secure, flexible, and future-proof architecture to stay ahead in the evolving MarTech space.
- Synthetiko is focused on empowering enterprises with scalable AI solutions that drive engagement, adaptability, and measurable results.
As CEO of Synthetiko, James Atkins combines a background in enterprise technology architecture with a forward-looking approach to AI-driven marketing. Prior to launching Synthetiko, James led AI and technology at Pierian, where he spent over four years building advanced systems and leading cross-functional innovation teams. His earlier ventures — from founding Denovi Ltd. to serving as CTO at Ignius — reflect a consistent focus on scalable infrastructure and intelligent system design. Now, at the helm of Synthetiko, James is applying deep learning not just to improve analytics, but to challenge outdated workflows and empower businesses to respond dynamically to user behaviour in real time. His work stands at the intersection of data science, UX, and enterprise transformation — a space where marketing intelligence becomes truly actionable.
In this episode of the BTW Media Podcast, we had the opportunity to speak with James Atkins, founder of Synthetiko, a deep learning-led analytics platform that is making bold strides in transforming how enterprises engage with marketing data. With over nine years of experience in MarTech, AI, and web analytics — including work with major brands such as NatWest, Vodafone, and Pernod Ricard — James brings a unique perspective on what’s next for marketing technology.
James explained that his company’s goal is to streamline and optimise web analytics through automation and AI-driven insights. By cutting through the noise of traditional dashboards and metrics, Synthetiko aims to empower decision-makers with more actionable, real-time data.
Q1: What are the challenges and opportunities in applying deep learning to marketing analytics?
“The biggest opportunity by far is improving the way we interact with websites.”
Fei asked James to unpack the potential — and pitfalls — of bringing deep learning into analytics workflows, especially in such a fast-moving industry. James acknowledged the rapid pace of change in technology as both a challenge and a significant opportunity. “There’s a lot of technology shift that’s going to happen over the next five to ten years,” he noted, stressing the importance of adaptability. But within that transformation lies the opportunity to uncover insights and performance gains previously unreachable.
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Q2：How crucial is robust and flexible architecture for future AI and MarTech systems?
Given James’s deep experience in tech systems design, Fei turned the focus to infrastructure. How does Synthetiko ensure its platform can handle the complexities of modern marketing? James emphasised the dual priorities of security and flexibility. With user data becoming increasingly sensitive, systems must be penetration-tested and compliant from day one. At the same time, their platform was deliberately engineered to evolve — capable of incorporating new models without breaking core functionalities.
“Creating a system which can adapt over time was a fundamental piece of the technology.” This future-proof approach is central to Synthetiko’s strategy, ensuring it stays relevant as AI capabilities grow.
Q3：As innovation accelerates, how will Synthetiko’s role evolve in the industry?
Fei asked how James sees Synthetiko positioning itself as the technology landscape continues to shift. “We’re proving what the art of the possible is — but the shift to broader adoption is coming,” said James.
Currently, the team is focused on demonstrating what’s possible — collaborating closely with enterprise partners to validate use cases. Over time, however, James anticipates greater demand for mass market accessibility, which means building features like single sign-on and role-based access to meet enterprise expectations.
“We’re using deep learning to change the way enterprises look at web analytics — removing 90% of the graph from web analytics teams.”
James Atkins, Founder of Synthetiko
Q4：Can you share examples of how AI is driving real value in customer experience?
When discussing how artificial intelligence delivers real value in customer experience, James drew from his work with major brands such as NatWest. He explained that while many enterprises are already leveraging AI to generate personalised content, Synthetiko’s distinct advantage lies in its deeper analysis of user behaviour across digital platforms.
By closely tracking how users interact with websites, companies can optimise both content layout and interface design, ultimately enhancing user engagement and conversion rates. James emphasised that these AI-driven insights offer measurable impact:“That’s where we’ll see a 20–30% uplift in web performance with AI’s help.” Synthetiko’s solutions go beyond simply pushing content — they enable brands to respond dynamically to user behaviour, helping build truly user-centric digital experiences.
Q5: How is AI-driven marketing reshaping business strategies today?
As AI continues to embed itself into enterprise operations, James shared his observations on how it is reshaping marketing strategies at the strategic level. While many companies remain in the early stages, focusing on “low-hanging fruit” such as basic automation or campaign optimisation, the momentum for change is clear and accelerating.
Historically, enterprises have been slow to adopt new technologies, often locked into long-term relationships with a single vendor. However, the rapid evolution of AI is now forcing organisations to adopt greater agility and openness, driving internal shifts in structure, workflow, and culture. “There is a lot of behavioural change that still needs to take place within enterprises.”
He further noted a significant shift in expectations: businesses today demand faster returns on technology investments. Whereas returns once took years to materialise, AI solutions are now expected to deliver measurable benefits within months. This new pace is transforming AI from a tactical tool into a strategic catalyst within the enterprise.
Throughout the conversation, James positioned Synthetiko not just as a tech provider, but as a strategic enabler — building tools that support a behavioural shift across marketing departments. As AI matures and expectations rise, the companies that succeed will be those that can combine data privacy, agility, and meaningful insight at scale. Synthetiko’s journey is a clear sign that the future of MarTech will belong to platforms that think beyond dashboards — and deliver intelligence that moves at the speed of business.
