Published by Sue Johns-Chapman
Published Date 06.05.2025 
Arvo Partners is a digital business growth agency from Finland that breaks the boundaries of traditional agency models. We go beyond being a technical service provider – we operate as a strategic partner helping e-commerce and omnichannel companies build sustainable competitive advantage.
What sets us apart is our bold, data-driven approach that connects every digital solution directly to business growth. We don’t offer tactical quick wins, but build lasting value through deep analysis and strategic thinking.
We believe that real growth comes from long-term partnerships, not project-based assignments. A significant portion of our revenue comes from clients who have worked with us for many years – we don’t bind them with contracts but with concrete results.
AI and Brand Personality for Musti Group
This year, we participated in the European Search Awards in the category “Best Use of AI in Content” with our project “Supercharging e-commerce productivity with AI Agility”, which we implemented for Musti Group, the Nordic leader in pet products.
Our mission? To automate Musti’s e-commerce product, brand, and category content creation in three languages while maintaining their distinctive, playful tone of voice and improving search engine visibility. The challenge was particularly significant because traditional methods would have required enormous resources, while standard AI solutions would have produced generic content without a unique brand voice.
Our solution was the “Lassie” AI tool, which combines efficiency with brand consistency.
The solution emerged from a custom, strategic approach. We precisely defined Musti’s playful tone of voice – including their invented words – trained the AI to recognize these nuances, integrated the system into their workflow, and ensured that every text also serves search engine visibility. The result was a solution that doesn’t replace people, but enhances their ability to create value.
Results That Matter
We tracked performance across hundreds of search terms in three markets. The most significant improvements:
- We achieved top 5 positions for key keywords in all three countries, with multiple terms reaching position #2
- Organic traffic to product pages increased significantly through new, unique content
- Product description creation speed tripled, significantly reducing operational costs
- 100% brand voice consistency in AI-generated content
“Our Lassie tool demonstrates how AI and SEO can work in harmony. By combining brand authenticity with search optimization, we’ve created content that both search engines and humans appreciate. The results and significantly reduced workloads across three markets validate our approach to AI-enhanced content strategy.” – Tommi Utriainen, eCommerce Consultant, Arvo Partners
Why This Recognition Matters to Us
The European Search Awards finalist position reinforces our view that the true value of AI emerges when it solves concrete business challenges. In this competition, we get to be among Europe’s best digital agencies.
“Being named a European Search Awards finalist is a great recognition for our team and our collaboration with Musti Group. In developing the Lassie AI tool, we focused on solving a real business challenge: how to produce high-quality, brand-consistent product descriptions in three languages efficiently and scalably. Data-driven approach and measurable results were at the core of the project. Most importantly, we’ve created a tool that provides continuous value rather than just a one-off campaign.” – Kimi Timonen, CTO, Arvo Partners
“This finalist position in the European Search Awards is significant proof that Finnish expertise thrives in international competition. The Lassie project represents what we believe in: AI’s ability to solve complex business challenges without the brand losing its personality. I’m especially proud of our team, which seamlessly combined creative and technical expertise to produce a tool that delivers genuinely measurable benefits to our client.” – Juho Kuusijärvi, Marketing Lead & SEO Consultant, Arvo Partners
What’s Next?
The use of AI in content creation is just beginning, and our Lassie project has shown that we are pioneers in this area. Collaboration with Musti Group continues in developing the tool, with the aim of creating even smarter and more efficient solutions.
Want to know more about our approach or see what we’re currently working on? Visit our website or follow us on LinkedIn:
