Consolidate and differentiate - Advania UK CEO talks The AI Framework buy

Geoff Kneen talks business impact, long-term embed, and acquiring for scale and capability

After Advania announced its latest acquisition, Swedish AI consultancy The AI Framework, CRN sat down with UK CEO Geoff Kneen (pictured) to find out where the buyout fits in with the business’s European and UK strategy.

The deal, announced yesterday, brings The AI Framework’s cross-sector expertise and client-centric consulting practice into Advania’s growing services portfolio.

The acquisition is the latest step in the Norwegian VAR’s aggressive expansion strategy across the UK and Europe, following recent buyouts of CCS Media, Servium and AV specialist Visuell Teknik.

Kneen is keen to stress that this is not a standalone move but part of a long-term, carefully constructed AI journey for the business.

“This isn’t the culmination of a three- or four-year acquisition process. It’s the next step in a multi-year evolution,” he said.

“We’ve been building our AI capability for quite a long time now.

“Our relationship with Microsoft goes back to being a global launch partner for Syntex, and since then, we’ve continued to invest in developing AI propositions, including secure, private ChatGPT environments within clients’ own tenants.”

Kneen described Advania’s approach to AI as deliberately broad, spanning partnerships with major players like Microsoft and Nvidia, as well as investments in high-performance compute through vendors like HPE and HP.

But while the technology stack is critical, Kneen emphasises that the company’s real differentiator lies in its people.

“We don’t see AI as something a small team of specialists does in a corner,” he explains.

“For us, AI is a capability uplift for everyone in the organisation. We’ve been upskilling all our people across the business because we see AI as something that should empower every role.”

The AI Framework brings consulting firepower to this vision, enabling Advania to accelerate AI-led digital transformation both internally and directly with clients.

“The AI Framework is much more about enhancing client value, moving from proof of concept to proof of value and into full adoption,” Kneen says.

“This complements the work we’ve already done, including collaborating with McKinsey last year to refine our AI strategy and ensure we’re innovating in the right way.”

As with previous acquisitions, Advania is taking a phased, client-first approach with The AI Framework. The priority is to get the teams working together in front of clients to add value, before considering formal integration timelines.

“Our approach doesn’t change. We focus first on where we can make a difference for clients,” Kneen says.

“We’ll start by identifying crossover clients and whitespace opportunities where The AI Framework’s capabilities can enhance our offering.

“Integration follows once we’ve started to deliver results together.”

Financial services is a clear target market, particularly in the UK where Advania already has deep client relationships and where adoption of AI, including Microsoft CoPilot, is advancing rapidly.

“There’s significant opportunity in FS,” Kneen said. “But we’re also looking at engineering and construction, where AI can automate complex supply chains and improve safety outcomes.

“The AI Framework’s cross-sector experience makes them a perfect fit to help us scale these kinds of solutions.”

Looking ahead, Kneen confirms Advania will continue its dual-track acquisition strategy: consolidating its core markets for scale while pursuing bolt-on deals that add specialist skills and capabilities.

“Our strategy is to continue consolidating in our key markets and to make acquisitions that really differentiate us and help us deliver more to clients,” he says.

“The AI Framework is a great example of that. We’ll also keep developing in areas like quantum, green cloud and high-performance compute as client needs evolve.”

Kneen adds that all AI capabilities developed across the group, including those within The AI Framework, will be applied across Advania’s full portfolio to support clients throughout Northern Europe.