The AI world in 2025: What you need to know about Generative, Agentic, and Conversational AI
The AI is changing rapidly, and you have probably already heard terms such as Generative AI, Agentic AI Conversational AI. You may be wondering what exactly these technologies are, how they relate to each other, and, more importantly, how you can use them effectively in your organization. How can you apply AI ? What are the benefits for your marketing, sales, or operations? And above all: how can you make the transition without unnecessary risks or uncertainties? In this article, we answer these questions and show you how we at Clever Strategy can helpStrategy use AI .
1. Generative AI: Creating based on prompts
What it is:
Generative AI a technology that content new content based on existing data. Whether it's text, images, videos, music, or code, AI it possible to content new content quickly and efficiently. Models such as ChatGPT, Claude, DALL·E, and Gemini respond to a simple prompt and immediately deliver valuable content.
Why you AI get involved with Generative AI :
Imagine being able to generate SEO texts, email campaigns, social media visuals, or even product descriptions in a short period of time. What would it mean for your organization if these processes could be fully automated? You would increase production speed and ensure consistent quality, regardless of volume.
Our approach:
At Clever Strategy , weStrategy custom GPTs and Microsoft Copilot Agents: AI that are specifically tailored to your business needs, data, and tone of voice. Whether you content generate content for your website, SEO texts, or social media posts, we ensure that the model adapts to your wishes and processes. Would you rather get started yourself? With our practical AI via Clever , your teams will learn how to use generative AI .
- Advantage: Increased production speed and consistency without compromising on quality.
- Limitation: Effectiveness depends on the quality of the input and the way prompts are formulated. We help you streamline and optimize these processes so that AI delivers AI .
2. Agentic AI: Autonomous AI performs tasks
What it is:
Agentic AI a step further than generative AI. Not only is it capable of performing tasks, but it can also pursue goals, make plans, and take action without requiring constant input. This AI independently handle complex tasks from start to finish, saving you a lot of time and resources.
Why you AI engage with Agentic AI :
Consider automated lead follow-up, where AI sends AI emails, reviews Jira tickets, and automatically creates tasks. Or examining customer behavior and generating insights without an employee having to actively work on it. This technology can take over repetitive tasks so your team can focus on the truly strategic issues.
Our approach:
At Clever Strategy, we design and implement real AI agents for marketing, sales, and operations. These agents can operate independently within your CRM, project tools, or e-commerce platforms, always within the defined frameworks we determine together with you. Whether you want to automatically generate reports, follow up on leads, or even automate internal processes, we provide the right implementation and guidance.
- Advantage: Increased system autonomy, allowing employees to focus more on strategic tasks.
- Limitation: Requires careful design and clear context. Our expertise helps set up a system that is reliable and effective, with full control and transparency over the execution of the AI.
3. Conversational AI: AI communicates
What it is:
Conversational AI designed for natural interaction between humans and machines via text or voice. This includes everything from chatbots to voice assistants, which not only respond to questions but can also proactively help users.
Why you AI engage with Conversational AI :
Have you ever thought about 24/7 customer service without your employees having to be available around the clock? Or personalized shopping experiences via an AI that helps find products and even places orders? Conversational AI accessibility and ensures that you are always in touch with your customers, regardless of the time of day.
Our approach:
We help you deploy smart chatbots and voice assistants that not only provide information, but can also effectively support you in increasing conversions. Whether it's customer service or internal assistance, we ensure that the AI is AI integrated and performs optimally.
- Advantage: Accessible, available 24/7, improves accessibility and customer satisfaction.
- Limitation: The success of conversational AI on the quality of integrations and the design of the conversations. We ensure that the AI works AI with your existing systems, so that it does not form an obstacle, but rather a valuable addition.
How do these AI of AI relate to each other?
- Generative AI content on prompts.
- Conversational AI naturally with users.
- Agentic AI performs tasks independently and makes decisions.
In practice, hybrid applications are becoming increasingly common: for example, an agent (agentic AI) that talks to a user via a chatbot (conversational AI) and simultaneously draws up AI report using generative AI . This integration ensures greater efficiency and better results.
Ready to deploy AI strategically?
You have now seen how Generative AI, Agentic AI Conversational AI can help AI organization. Whether you want to start with generative AI move on to autonomous AI, we can help you with a concrete plan, customized solutions, and practical training for your team. At Clever Strategy , weStrategy your partner throughout the entire AI, from implementation to optimization. Contact us for a demo or a no-obligation intake and discover how we can solve your AI.
iOS26 Update:
The impact on advertising campaigns & solutions for Click IDs
Apple's iOS26 update will be available for download starting September 15, 2025.
What will change in iOS 26?
If you've been working with digital advertising for a while, you've probably already heard about the changes in iOS26. Apple is making a drastic shift in terms of user privacy, which will have consequences for your advertising strategies. iOS26 removes click IDs for Safari users, which means you will no longer be able to see how well your ads are performing.
Please note: iOS26 removes Google click IDs (GCLID), among other things.
Why it is important to take action on the disappearance of Click IDs
Without measured clicks, there are no measured conversions, and therefore no insight into Return On Ad Spend (ROAS). This can pose a significant challenge for you as an advertiser.
At present, not all advertising platforms have a solution for this problem, even though Safari accounts for around 20% of the market share in Europe. (source: Statista) Fortunately, there are solutions available.
Solutions for the disappearance of click IDs in iOS26
There are solutions to this new situation. Let's take a closer look at them:
1. Google Tag Gateway
The fastest solution for Google Ads users. By linking Google Tag Gateway with Google Tag Manager, click IDs and tags are stored on the server side before the visitor reaches the website. This is an effective way to maintain tracking, but there are some limitations.
Disadvantage: This solution only works for the Google Ecosystem and requires integration with Cloudflare. It is therefore not suitable for other advertising platforms such as Meta.
2. Server-Side Tagging
A more technical solution where you host the GTM container tags yourself on an external server. You have complete control over what data you store, including click IDs from Google and other advertising platforms. This offers a lot of flexibility and is ideal for more complex data structures.
Disadvantage: Implementing server-side tagging can be expensive if you host it entirely yourself and requires technical expertise. You can also choose to host it via Google to save on costs. Keep in mind, however, that the number of interactions in Google is calculated, which means that costs can quickly add up. This solution is most suitable for companies looking for customization.
3. External Server-Side Tagging
If you don't have technical knowledge or don't want to invest time in setting up a server-side solution, you can set up server-side tagging via platforms that are already fully equipped for this. For example, TAGGRS. Such a platform offers standard server-side solutions that cover Google tags and tags from other advertising platforms. An ideal choice for organizations that use different advertising platforms.
Disadvantage: Using a platform involves additional costs. It is also wise to be aware that your data will be stored with them. For many companies, however, this is the most efficient and flexible solution in practice.
What does this mean for the future of tracking?
Everything points in the same direction: server-side is the new standard. It gives you more control, better data, and a head start on competitors who will soon wake up to half-empty dashboards. Whether you choose Google Tag Gateway, implement your own server-side tagging strategy, or collaborate with an external platform, one thing is certain: server-side tagging is the future of tracking and conversion measurement.
On the positive side, server-side tracking ensures that your campaign and website figures are more accurate for all three solutions. In addition, SST solves the ad blocker problem and allows you to measure your campaigns more effectively in Google Analytics.
More about smart tracking solutions
We understand if you are unsure which solution is best for your organization. Don't worry, we are happy to help! Whether you are a Google Ads user or active on multiple platforms, we will work with you to find the ideal solution. Let's talk and optimize your strategy for these new privacy challenges.
Want to know which solution best suits your organization?
Please contact Jasper. He will be happy to assist you. Alternatively, you may use our contact form.
The AI world in 2025: What you need to know about Generative, Agentic, and Conversational AI
The AI world in 2025: What you need to know about Generative, Agentic, and Conversational AI
The AI is changing rapidly, and you have probably already heard terms such as Generative AI, Agentic AI Conversational AI. You may be wondering what exactly these technologies are, how they relate to each other, and, more importantly, how you can use them effectively in your organization. How can you apply AI ? What are the benefits for your marketing, sales, or operations? And above all: how can you make the transition without unnecessary risks or uncertainties? In this article, we answer these questions and show you how we at Clever Strategy can helpStrategy use AI .
1. Generative AI: Creating based on prompts
What it is:
Generative AI a technology that content new content based on existing data. Whether it's text, images, videos, music, or code, AI it possible to content new content quickly and efficiently. Models such as ChatGPT, Claude, DALL·E, and Gemini respond to a simple prompt and immediately deliver valuable content.
Why you AI get involved with Generative AI :
Imagine being able to generate SEO texts, email campaigns, social media visuals, or even product descriptions in a short period of time. What would it mean for your organization if these processes could be fully automated? You would increase production speed and ensure consistent quality, regardless of volume.
Our approach:
At Clever Strategy , weStrategy custom GPTs and Microsoft Copilot Agents: AI that are specifically tailored to your business needs, data, and tone of voice. Whether you content generate content for your website, SEO texts, or social media posts, we ensure that the model adapts to your wishes and processes. Would you rather get started yourself? With our practical AI via Clever , your teams will learn how to use generative AI .
2. Agentic AI: Autonomous AI performs tasks
What it is:
Agentic AI a step further than generative AI. Not only is it capable of performing tasks, but it can also pursue goals, make plans, and take action without requiring constant input. This AI independently handle complex tasks from start to finish, saving you a lot of time and resources.
Why you AI engage with Agentic AI :
Consider automated lead follow-up, where AI sends AI emails, reviews Jira tickets, and automatically creates tasks. Or examining customer behavior and generating insights without an employee having to actively work on it. This technology can take over repetitive tasks so your team can focus on the truly strategic issues.
Our approach:
At Clever Strategy, we design and implement real AI agents for marketing, sales, and operations. These agents can operate independently within your CRM, project tools, or e-commerce platforms, always within the defined frameworks we determine together with you. Whether you want to automatically generate reports, follow up on leads, or even automate internal processes, we provide the right implementation and guidance.
3. Conversational AI: AI communicates
What it is:
Conversational AI designed for natural interaction between humans and machines via text or voice. This includes everything from chatbots to voice assistants, which not only respond to questions but can also proactively help users.
Why you AI engage with Conversational AI :
Have you ever thought about 24/7 customer service without your employees having to be available around the clock? Or personalized shopping experiences via an AI that helps find products and even places orders? Conversational AI accessibility and ensures that you are always in touch with your customers, regardless of the time of day.
Our approach:
We help you deploy smart chatbots and voice assistants that not only provide information, but can also effectively support you in increasing conversions. Whether it's customer service or internal assistance, we ensure that the AI is AI integrated and performs optimally.
How do these AI of AI relate to each other?
In practice, hybrid applications are becoming increasingly common: for example, an agent (agentic AI) that talks to a user via a chatbot (conversational AI) and simultaneously draws up AI report using generative AI . This integration ensures greater efficiency and better results.
Ready to deploy AI strategically?
You have now seen how Generative AI, Agentic AI Conversational AI can help AI organization. Whether you want to start with generative AI move on to autonomous AI, we can help you with a concrete plan, customized solutions, and practical training for your team. At Clever Strategy , weStrategy your partner throughout the entire AI, from implementation to optimization. Contact us for a demo or a no-obligation intake and discover how we can solve your AI.
Where happiness begins, everything grows with it. Clever Strategy the first Inner Smile Certified company.
Clever Strategy the first Inner Smile Certified company
What if workplace happiness isn't an afterthought, but the starting point of everything you do? At Clever Strategy, we believe that happy people make better choices, have more energy, and achieve sustainable results. That is why we are proud to be the first to officially Inner Smile Certified .
Job satisfaction. Not an HR project, but a growth strategy
We build strong customer relationships every day. That starts internally, with our people. Because when people feel good, they perform better. Inner Smile job satisfaction tangible and measurable, just as we view marketing: with data, insights, and actions that matter.
As a certified organization, we systematically measure the happiness of our team. Not just once, but continuously. Both personally and at the team level. We use Inner Smile Happiness Wheel, developed in collaboration with the Happiness Institute at Erasmus University, to see where energy flows and where we can grow.
What this means for our people
Personal insight into what gives you energy and where opportunities lie
Tailored coaching, with genuine attention to who you are and where you want to go
A culture where you can be yourself and are given room to grow
At Clever, we invest not only in knowledge and technology, but also in well-being. That is not a luxury, but a necessity. Especially in a world where the bar is constantly being raised.
And for our customers?
Strong teams build stronger brands. By investing in the happiness of our team, we are building an organization that is future-oriented, flexible, and energetic. You can see this in our collaboration. In the quality of our ideas. In our drive to make a real difference.
Job satisfaction is therefore not something that is "just an added bonus." It is our driving force.
Why we share this
Because we hope that more companies will follow this path. Not because they have to (although ESG guidelines are becoming increasingly specific), but because it works. Happy people make organizations stronger, and strong organizations make the world a better place.
Would you like to know what Inner Smile can do Inner Smile your organization? Or just want to chat about happiness at work?
Let's talk! Get in touch
Inner Smile Clever Strategy on employee happiness
© Jan Kok
This is how we build job satisfaction and results at Clever
The world of work is changing. People want more than just a good job. They are looking for work that energizes them, allows room for growth, and contributes to who they are.
At Clever , we Clever that real growth starts with people. That's why we've chosen to work according to the Inner Smile philosophy: a working style that provides insight into how you're really doing, both at work and outside of it.
What is Inner Smile?
Inner Smile developed in collaboration with the Erasmus Happiness Economics Research Organization (EHERO). The approach is based on the Happiness Wheel: a scientifically based model that provides insight into how people feel in different areas of their lives.
Think of themes such as job satisfaction, health, personal development, relationships, and meaning. For two weeks, you answer short questions every day. No long questionnaires, just compact check-ins that together form a clear personal profile. You discover what gives you energy, what drains your energy, and where you see opportunities to feel better. It is not a test or an assessment. It is a mirror that helps you stay focused on what really matters.
How we work with it at Clever
Everyone in the team decides for themselves whether they want to participate. Participation is entirely voluntary and the results are personal. However, the insights gained do have an impact, including at the team level.
We have conversations based on topics that really matter. Instead of waiting for something to go wrong, we talk in advance about balance, focus, and job satisfaction.
Managers use the insights to provide better guidance. Teams are given tools to work together more effectively. And as an organization, we learn to listen better to what is going on and what people need to thrive.
What it brings
For our team, it means more peace of mind, clarity, and space. More openness and trust, because it is normal to talk about how things are really going.
For our customers, it means working with a team that is conscious and committed. A team that radiates energy, shows ownership, and dares to make choices that are good for the long term.
Because strong customer relationships start with people who are balanced.
With people who know themselves, and thus make room for others.
Want to know more? Feel free to contact us!
Take it to the next level with a personalized customer experience
Why your customer doesn't feel a connection – and what you can do about it
You have a beautiful online store. Great products. You invest time in marketing. But still, that real connection with your customer is missing. Sound familiar?
More and more brands are encountering the same issue: customers click away before they buy anything, or they visit once and never return. This is not because of your product range, but because you still communicate with customers the way everyone used to: in a general, broad, broadcast manner. And that no longer works.
What then? Relevance. Personal attention. At the right time, through the right channel, with the right message. And yes—that requires technology. But with a human touch.
Technology won't help you move forward if your customer doesn't feel seen.
The world of marketing technology (MarTech) has changed rapidly. Whereas in the past you were happy with a good CRM and a newsletter, customers now expect you to know what they are looking for – even before they have said anything.
💡 67% of Gen Z believe that companies can already do this. And honestly? They're right. The technology is there. You just have to use it properly.
From mass production to customization
The evolution of marketing technology can be broadly summarized as follows:
Only then will marketing really work, and for that you need tools that understand your customer. Think of a CDP (Customer Data Platform) that brings all your customer data together. Or a marketing automation system that automatically triggers the right message. And then AI makes it completely smart and real-time. And that's just the beginning.
Customer relationships are built just like real relationships – step by step
At Clever Strategy , weStrategy customer experience as a relationship. And just like in real life, you don't start by getting married. You have to flirt first. Get to know each other. Spend time together. Only then can something beautiful blossom. We call this the Clever of a Relationship.
Flirt – First impression
This is all about attracting attention. Don't shout, but entice. Make sure your homepage responds to the visitor's needs. Show relevant products based on previous purchases, search behavior, or location. Consider a dynamic pop-up with a specific promotion or a customized landing page.
What are the benefits? A 29% increase in conversion rate, solely due to personalized content the homepage.
Build– Time together
A first click is great, but how do you ensure someone stays? Collect first-party data, enrich customer profiles, send personalized follow-ups. Here you use email flows, smart recommendations, and segmentations based on behavior. Think: "You bought a T-shirt? These pants go well with it."
Did you know that after a second purchase, customers have a 50-60% chance of returning for a third?
Keep – Moving forward together
This is where loyalty begins. Make customers feel appreciated with a loyalty program that works. Don't just save points, but also surprise them with personalized rewards. Think birthday gifts, exclusive previews, or discounts based on behavior.
There are three types of programs:
Combine this with AI a CXP (Consumer Experience Platform)? Then you're taking it to the next level.
Why start now?
Personal customer experience is no longer a nice-to-have. It is an absolute necessity. Your customers expect it. The tools are there. And the best part? You don't have to do it alone.
At Clever Strategy, we help you use customer data smartly, build journeys that truly resonate with customers, and deploy technology as intended: human, effective, and sustainable.
How personal is your customer relationship today? And where do you want to go?
Let us know. Together, we will make your customer journey future-proof. Please also let us know if you would like to see examples. For example, the case for our client Girav, which was awarded a DSA award in 2024 in the category "Best use of personalization."
Leave your details here and we will contact you shortly.
Clever Strategy Webwinkel Vakdagen 2025
Clever Strategy is there! Webwinkel Vakdagen 2025
This year, we are once again proud to be present at the Webwinkel Vakdagen, the leading event for e-commerce professionals. On April 2 and 3, 2025, we invite you to discover our vision for next-level customer experience.
Go next-level: The path to a personalized customer experience
How do you truly connect with and engage your customers? During our session on Wednesday, April 2, at 2:45 p.m. (lecture hall 7), Kjeld Piek and Wouter Vos will show you how to transform buyers into loyal customers. Using AI marketing automation, we turn data and technology into powerful tools for growth and impact.
What can you expect?
✔️ Hyper-personalized customer journeys that keep your customers loyal.
✔️ Practical insights to make your customer experience future-proof.
✔️ Case studies from leading brands such as Girav, Boska, and Lucardi.
As winner of the Dutch Search Award 2024 in the category "Best use of personalization," we share our proven approach: measurable results and collaboration that works. No empty promises, but tangible impact.
Come by and chat with us!
Admission is free, but be quick. Register now via the Webwinkel Vakdagen website and discover the future of e-commerce. You can also find us at the Deployteq stand (number 162) again this year.
📅 When: April 2 and 3, 2025
📍 Where: Jaarbeurs, Utrecht
👉 Sign up for free and discover more: https://www.webwinkelvakdagen.nl/bezoekers/gratis-tickets