Hype vs. Reality
I opened the discussion by acknowledging the confusion surrounding AI: it’s everywhere, but it’s hard to distinguish what’s actually useful from what’s just noise. Pratulya Kashyap agreed, noting, “AI is generally quite an overused marketing buzzword and it does create more confusion than actually distinguish it,” reflecting the skepticism many feel when every product claims an AI edge. Which begs the question…
What’s Actually AI?
To clarify, Pratulya explained the difference between AI and machine learning: “Think of machine learning as a single tool while AI is an entire toolbox designed to emulate or simulate some level of human intelligence,” he said. He added, “A machine learning algorithm’s job is to do some sort of prediction modeling or pattern recognition, like Netflix’s recommendation engine, whereas AI integrates with multiple algorithms and techniques to reason and act on information or queries.”
I pointed out my experience of testing supposedly ‘AI-generated’ avatars, which whilst on first glance appear quite convincing, often “lack that understanding of what was being said,” emphasizing that true AI goes beyond mimicry to achieve reasoning and consideration of context.
Pratulya reinforced this, underlining the leap from simple automation to genuine intelligence, saying, “That reasoning aspect really stands out — as if it’s time to actually take information in and reason with it… that’s now moving into the AI space.”
The Brains Behind the Buzz
I then asked Prat about the proliferation of AI products and whether they’re all powered by a limited number of foundational AI solutions. As he confirmed, “Most AI applications nowadays tend to be built on some common infrastructure — the underlying foundational model.” He went on to explain that any product out there that’s using AI is generally using the same infrastructure, comparing it to car manufacturers using engines from a handful of suppliers.
He also highlighted why different AI tools excel in different business scenarios. “The key differences between all of these large language models tend to lie in the type of model it is. Some are excellent at data analysis and reasoning, while others are better at text-based tasks.” While it seems there is yet to be one model that can ‘do it all’, transparent benchmarking of model competencies is helping organisations select the models most appropriate for the task at hand.
MAITE: Making AI Relevant
The conversation turned to how businesses can move beyond the hype and make AI genuinely useful — and l emphasized the importance of choosing the right tool for the job: “Whilst there’s always a new gimmick in using AI, like putting ourselves into action figure boxes, there’s an increasing number of ways to utilise the power of AI brains to deliver notable benefits to businesses.”
Pratulya brought the focus to Mutinex’s AI agents: “Tools like MAITE are able to make AI relevant to your business by answering specific questions and increasing the speed of action,” he said. He explained that MAITE leverages foundational models but is tailored to business needs, turning predictions and data into cohesive responses and actionable insights.”
I summed up the value, saying it’s not about slapping AI onto everything — it’s about using it both tactically and strategically to accelerate decision-making and drive outcomes that matter. Pratulya agreed, adding, “Everything we’re building is with the intention to help businesses move faster and make smarter decisions, not just add to the noise.”
Key Takeaways
- AI is often overhyped, but the real value comes from tools that can answer specific questions about your business to accelerate action.
- Most AI products are powered by a handful of foundational models — selecting the right model is key, before deciding on how they are applied to your business context.
- Tools like MAITE make AI relevant by delivering tailored insights and enabling faster decisions, moving beyond buzzwords to real business impact.
Watch the MMMorning! episode here.
[Will Marks is Head of Marketing Science at Mutinex]