How ByTek and Datrix Group Used AI Simulations to Revolutionize Hiring and Training
How ByTek and Datrix Group Used AI Simulations to Revolutionize Hiring and Training
In 2024, Anthropos partnered with Datrix, the leading AI-powered ecosystem of B2B vertical software SMEs. As part of this collaboration, Anthropos supported two of the ecosystem’s companies, ByTek and Navla, helping them accelerate skills development, improve talent mobility, and strengthen hiring processes.
The company
Datrix operates internationally through its companies, offering AI solutions for data-driven business transformation across various industries.
Its portfolio includes companies focused on data monetization and industrial & business processes.
In recent years, ByTek has strategically separated its product and technology focus, dedicated to marketing innovation, from its solutions and services division, which now concentrates on digital data analytics, search intelligence, and marketing optimization.
This evolution reflects a clearer distinction between ByTek’s role as a martech product innovator and its continued commitment to providing advanced, data-driven consulting and operational support.
ByTek Prediction Platform, helps businesses leverage their own customer data to improve marketing targeting and performance through AI-driven predictions and segmentation.
The company quickly became one of the most important solutions in the AI martech space, expanding their customer base into the US and UAE markets.
Navla, founded in 2024 as a spin-off from ByTek’s technical division, focuses on digital marketing consultancy and the resale of specialized technology solutions.
They help clients improve their digital marketing strategies by combining data-driven consulting services with access to quality digital tools.
Challenge
ByTek faced three major challenges during the separation of its two core structures: the product and technology division focused on martech innovation and the solutions and services unit dedicated to digital data analytics, search intelligence, and marketing optimization.
1
They wanted to understand if their current employees could succeed in new roles that required different skills. Their team was experienced in digital marketing services, but selling and supporting a complex software product was a completely new challenge.
2
They had to quickly build new capabilities across the entire company. People needed to learn how to present the ByTek Prediction Platform to different customers, manage technical discussions, and clearly explain the business value of the new solution following their customers’ pain points.
3
They had to hire new talent to support their expansion into the US market. Finding experienced sales professionals who could sell an advanced AI platform, especially in a competitive environment like the US, was going to be very difficult without the right approach.
Navla, born from the spin-off of a technical division of ByTek, needed to identify which people to retain and how to move employees from purely technical roles to customer-facing positions.
At the same time, they also needed to build a strong sales team capable of leading their international expansion and supporting the growth of their digital marketing services across Europe and the US.
Outcome
By adopting Anthropos, ByTek accelerated their transformation by:
Identifying internal talent ready for new roles, avoiding costly turnover
Hiring strong sales talent for the US market through a faster and smarter recruiting
Accelerating employee upskilling, building the new skills needed
The same happened with Navla, accelerating the identification of internal talent, supporting the transition to customer-facing roles, and strengthening their sales hiring for international expansion.
“Working fully remote in a growth-stage company like Bytek demands tools and approaches that evolve alongside us. Through our partnership with Anthropos, we’ve discovered a fresh, pragmatic solution powered by AI Simulations to effectively address critical challenges across our business.”
Paolo Dello Vicario | Co-Founder, Datrix – CEO, ByTek
Identify the Employees Ready to Lead the Transformation
The first priority for ByTek was to understand which employees could successfully adapt to their new business needs.
With Anthropos, ByTek was able to create custom AI Simulations that mirrored the real challenges employees would face, such as explaining the Prediction Platform to different types of customers, addressing data security concerns, and proposing AI solutions tailored to different industries.
These simulations gave ByTek a clear picture of each employee’s strengths, weaknesses, and areas for improvement. Managers could easily identify who could confidently translate technical concepts into business value, who could manage difficult customer conversations, and who needed further development.
Navla followed a similar path. As a newly independent company, they needed to identify which employees to retain and how to transition people from purely technical roles into customer-facing positions.
AI Simulations proved to be the perfect solution for them. An initial assessment allowed Navla to clearly see who was ready for the transition, who needed additional support, and who would benefit from personalized development programs.
Thanks to these insights, both companies were able to make faster and smarter decisions about career transitions.
Build Real Skills for Business Success
Once the skills gaps were identified, both ByTek and Navla launched targeted training programs based on AI Simulations. Instead of theoretical courses, employees practiced real situations they would face with customers.
At ByTek, simulations were focused on presenting the Prediction Platform to business leaders, answering technical questions from IT teams, and addressing concerns about data privacy and compliance.
At Navla, the simulations helped employees with technical backgrounds transition into customer-facing roles, allowing them to practice communication skills and understand client needs.
The ByTek path used to train sales reps in real-life scenarios
Practicing with simulations helped employees not just learn, but apply what they needed to know. They could make mistakes safely, get instant feedback, and quickly improve their skills.
This hands-on learning experience built real confidence and prepared both companies’ teams to sell, support, and manage their solutions much faster and more effectively than with traditional training methods.
“The combination of innovative simulation technology and curated content has significantly enhanced alignment across our core team and external partners, enabling everyone to confidently represent and sell our technology solutions.”
Luca Ricci | Director of Growth, ByTek
Anthropos Hiring to Select the Right US Sales Talent
For their US expansion, ByTek was looking for SaaS professionals who had experience and knowledge of the advertising and martech industry. Their main goal was finding someone with a strong balance of technical and industry-specific knowledge, capable of leading large deals with a consultative approach.
That’s why their leadership decided to use Anthropos Hiring, the specialized Anthropos version for recruiting teams, to bring their candidates into realistic scenarios where they had to pitch the ByTek Prediction Platform to potential customers.
ByTek built a dedicated AI Simulation for this role using Anthropos Studio: they personalized it with external docs and knowledge about the persona involved to make it even more realistic for the candidates.
This approach was helpful to immediately qualify candidates that had real experience selling MarTech solutions and who had enough technical and commercial knowledge to quickly bring to market the ByTek prediction platform.
ByTek ended up hiring two account executives using the AI Simulations’ results to quickly select the best candidates and then to make a final decision on their final shortlist.
“These AI Simulations have transformed our hiring process, allowing candidates to demonstrate skills in realistic scenarios.”
Natalia Palmisano | Managing Director, Navla
Results
By implementing Anthropos, ByTek and Navla were able to accelerate their workforce transformation, develop critical new skills, and expand their operations internationally.
Key achievements include:
250+ AI Simulations completed
70+ Skill Paths completed
New critical skills developed
Stakeholder Communication, Product Prototyping and Development, Consultative and Solution Selling, Data Privacy and Protection Law, Contract Cost Analysis, and Digital Project Management
A new certification program
For ByTek’s partners, ensuring that partners can effectively represent and sell the ByTek Prediction Platform
2 new sales hires
Successfully placed in the US market, selected from hundreds of candidates through AI Simulations
What’s Next for our Partnership
Following the success obtained with Anthropos, Datrix is now working to expand the use of our workforce and hiring solutions across the entire ecosystem.
Two additional companies within the ecosystem, Adapex and Aramix, are set to begin adopting Anthropos in the coming months of 2025. Their goal is to achieve the same results: faster skills development, smarter hiring processes, and stronger workforce adaptability across all teams.
By building a common approach to talent development, Datrix aims to accelerate growth across its network and prepare all its teams for future challenges.