When your company develops sophisticated AI solutions for port automation, creating content that truly represents your technical capabilities isn't just a marketing challenge – it's a business imperative. Karno Tenovuo, CEO of Awake.AI, understands this better than most. His company's AI-driven systems are transforming how ports operate, enabling smart ships to communicate seamlessly with port infrastructure through advanced machine learning models.

In this in-depth interview, Tenovuo shares his journey from recognizing the limitations of traditional content creation approaches to discovering how AI could transform technical communication in the maritime sector. As an early adopter of Axcels AI's content generation platform, he offers unique insights into how artificial intelligence is reshaping not just port operations, but also how deep tech companies communicate their value proposition.

"When you're developing solutions that use AI to optimize berth allocation and predict port congestion, you need content that speaks directly to technical decision-makers," Tenovuo explains. "It's not just about marketing – it's about precisely communicating complex capabilities to a highly specialized global audience."

Q: Can you provide an overview of Awake.AI and its mission within the maritime industry?

At Awake.AI, we're pioneering AI-driven port automation systems that optimize the entire maritime logistics chain. Our platform enables smart ships to communicate directly with port infrastructure through machine learning interfaces. What sets us apart is our focus on end-to-end digitalization – from berth allocation optimization to real-time congestion prediction. Our mission is to transform ports into intelligentand sustainable operations that can adapt to vessel movements, cargo operations, and environmental conditions in real-time.

Q: What inspired you to focus on digital transformation in maritime logistics?

The maritime industry has been operating with a significant technological disconnect. While vessels have become increasingly sophisticated with AI and automation capabilities, ports have largely remained tethered to legacy systems. This misalignment creates inefficiencies that ripple through the entire supply chain. We saw an opportunity to bridge this gap using advanced machine learning models that could optimize port operations in real-time while reducing environmental impact through better resource utilization.

Q: Before partnering with Axcels, what were the main challenges Awake.AI faced in Marketing?

Our core challenge was the disconnect between our technical capabilities and our market communication. Our previous marketing efforts, while well-intentioned, often failed to convey the technical sophistication of our solutions. When you're dealing with complex port automation systems that involve real-time optimization algorithms and predictive analytics, you need marketing content that can articulate these capabilities with precision. Our marketing team struggled with this technical depth, often producing content that oversimplified our solutions to the point where they lost their distinctive value proposition.

Q: How did these marketing challenges impact your growth?

The impact was multifaceted. In technical proposal situations, we found ourselves spending excessive time rewriting marketing materials to include the necessary technical specifications. This was particularly problematic when communicating with port authorities and terminal operators who needed to understand exactly how our AI systems integrate with their existing port infrastructure. The lack of technically precise content extended our sales cycles and sometimes led to misunderstandings about our system capabilities.

Q: What specific needs were you looking to address with Axcels technology?

We needed a solution that could accurately communicate the technical complexity of our AI port automation systems across different markets. For instance, when describing our vessel arrival time optimization algorithms or our machine learning models for port congestion prediction, we need to maintain technical accuracy while making the content accessible to different stakeholders – from port technical teams to executive decision-makers. We also needed to tailor this technical content for different cultural contexts, as port operations in Singapore have different priorities and requirements compared to those in Rotterdam or Los Angeles.

Q: What factors influenced your decision to collaborate with Axcels over other providers?

Their understanding of deep tech marketing set them apart. During our initial discussions, they demonstrated how their AI could process and articulate complex technical specifications while maintaining engagement. As a Development Partner, we saw the potential to create content that would actually speak to the technical requirements of port operators while building thought leadership in the maritime AI space.

Q: How important was Axcels understanding of tech SMEs in your decision?

It was fundamental. They understood that as a company developing sophisticated port automation solutions, we couldn't compromise on technical accuracy. They knew how to maintain technical precision while creating content that resonates with decision-makers in the maritime industry.

Q: What measurable benefits have you observed since implementing Axcels solutions?

This partnership has enabled us to focus on advancing our port automation technology while ensuring our technical messaging reaches the market with precision and impact. As an early adopter, we've experienced firsthand how AI can enhance technical communication in the maritime industry while maintaining the high standards required in our sector.

The maritime industry stands at a pivotal moment of digital transformation," reflects Tenovuo, leaning forward with evident enthusiasm. "At Awake.AI, we're not just automating ports – we're fundamentally reimagining how maritime logistics can work. But innovation alone isn't enough. You need to communicate these complex solutions with precision and impact. Our partnership with Axcels has shown us that AI can do more than optimize port operations – it can transform how we share our vision with the world. For deep tech companies, especially in niche markets like ours, the ability to create technically precise, culturally nuanced content at scale isn't just a marketing advantage – it's a strategic imperative for growth. As we continue to push the boundaries of port automation, having an AI partner that can articulate our innovations with the same level of sophistication we bring to our technology has become invaluable. The future of maritime logistics will be driven by AI, and now, so will the way we talk about it."

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