See how a falkemedia used AI to find every piece of content it had on air fryers. Then it built an app around that content, designed with empathy for how people actually cook. The result? A scalable new revenue stream, powered by AI but led by human insight.
A behind-the-scenes look at content waterfall models, AI-assisted personalization, and breaking down silos.
When we talk about AI in publishing, the conversation often centers on speed and scale: more content, created faster, for more channels. But as Kassian Goukassian, CEO of falkemedia, reminded us at the Darwin CX user conference, the most successful AI strategies don’t just automate—they empathize.
Kassian shared how falke used AI to identify, cluster, and extract every piece of content in their library related to air fryers—a growing consumer interest. But instead of just publishing more air fryer articles, they built a product around it: a mobile app designed specifically for readers to use while cooking.
“The question we asked wasn’t just ‘How can we monetize this content?’ It was ‘What does the customer actually want from this content in the moment they need it?’” – Kassian Goukassian
This wasn’t just content repurposing—it was content reimagined as a utility.
The air fryer app offered:
What made this powerful wasn’t the AI alone—it was the empathy for the context in which content would be consumed. The app turned passive recipe readers into active, repeat users. It turned archived content into a living, breathing engagement engine.
And it created a new monetization stream for falke media: ads, upgrades, and cross-promotions—all without needing to create new content from scratch.
This strategy is a perfect example of a modern content waterfall model, where core content is atomized, restructured, and personalized across formats, touchpoints, and even products. Here’s how falke’s model breaks down:
AI was used to scan and tag content across formats—print, digital, video—on air fryers.
Assets were then cleaned, repackaged, and readied for use in different contexts (short-form, step-by-step, app-ready).
The team focused on use case, not just content delivery: “When and how will this actually be used?”
Launching an app gave them a channel with higher user retention and more personalization opportunities.
It’s a waterfall that doesn’t flood—it flows, intelligently and intentionally.
What falke did isn’t an isolated case. Other publishers are using AI and empathy together to turn content into utility:
What unites these strategies is the recognition that engagement happens in context—and that context must be designed with the user in mind.
The backbone of falke media’s approach wasn’t just AI—it was integration: content, data, and channels working together. That’s where Darwin CX fits in.
Darwin’s platform enables:
It’s not just about managing content. It’s about using it strategically to drive connection, consumption, and conversion.
A single source of real-time customer insights, campaign management, fulfillment, financial reporting, and more.
