In the dynamic landscape of digital transformation, we’re embracing Generative AI (GenAI) to reshape how we work, making our processes smarter, faster, and more creative. GenAI is not a buzzword for us; it’s a catalyst reshaping how we innovate and deliver. At TO THE NEW, we've embraced this revolution, strategically integrating GenAI across our services and initiatives to unlock unprecedented efficiencies, foster creativity, and deliver superior value to our clients.

Measuring the impact of GenAI

Our Gen AI efforts are measurable and business-aligned. We monitor KPIs across departments to track time savings, output quality, and user adoption.
  • 20% reduction in time spent on repetitive tasks
  • 40% faster code conversion
  • 30% less manual effort through autogeneration of boilerplate code

Our Approach: Human-centered, AI-powered

GenAI strategy is a powerful assistant to our skilled workforce. We firmly believe in the irreplaceable value of human creativity, strategic thinking, and contextual understanding. GenAI serves to enhance and refine what we have already created. Our teams leverage its capabilities to build upon their foundational work, allowing them to iterate faster, explore more possibilities, and dedicate more time to complex problem-solving and strategic thinking. This "human-in-the-loop" approach ensures that innovation remains human-led, with AI acting as an intelligent amplifier.

Our approach to GenAI is multi-faceted, focusing on three key pillars:
  • Enhancing service delivery Integrating GenAI into our existing service lines to deliver faster, smarter, and more personalized solutions
  • Driving internal initiatives Leveraging GenAI to optimize our internal processes, foster innovation, and upskill our workforce
  • Pioneering new service offerings Developing bespoke GenAI-powered solutions that address emerging client needs and market opportunities

Our GenAI services

At TO THE NEW, we don’t just use GenAI internally, we help our clients harness its full potential. Our Generative AI services span the entire innovation lifecycle: from identifying high-impact use cases and developing proof-of-concepts, to deploying scalable, production-grade solutions tailored to business needs.

Whether you're exploring conversational agents, automating content generation, building domain-specific LLMs, or embedding GenAI into existing products and workflows, our cross-functional teams deliver strategic, secure, and human-centered solutions that drive real business impact.

GenAI through our services: A paradigm shift

From accelerating software development to personalizing customer experiences and enhancing content creation, GenAI is transforming the DNA of our organization. It is deeply embedded into the solutions we deliver across our service lines:

01Digital Engineering

The bedrock of digital transformation lies in robust software. GenAI is revolutionizing our software development lifecycle, accelerating every stage from ideation to deployment.

Boilerplate code generation Our developers are leveraging GenAI tools and protocols to generate boilerplate code snippets. This significantly reduces manual coding effort, allowing our teams to focus on innovative solutions.
Automated documentation Automate the creation of comprehensive and accurate technical documentation, freeing up developers to concentrate on core development tasks.

02Quality engineering

Building on their initial test plans and scripts, our QE teams leverage GenAI to:

Vulnerability detection Scan existing code for potential security flaws or performance bottlenecks and suggest remediation strategies.
Expand test coverage Suggest additional edge cases and boundary conditions for existing test suites.
Refine test scripts Optimize existing automation scripts for efficiency and robustness.
Analyze logs & reports Quickly sift through vast amounts of log data to identify patterns, anomalies, and potential root causes of issues.

03Cloud

GenAI is also playing a crucial role in enhancing our Cloud and DevOps practices, leading to more efficient and resilient infrastructure.

Code optimization We use GenAI tools to assist in writing CDK and CloudFormation templates. The copilots suggest optimized code structures, automate repetitive IaC patterns, and accelerate deployment readiness.
Intelligent observability & anomaly detection By combining Python-based KNN, Naive Bayes models, and GenAI techniques, we analyze logs to detect root causes faster. Our systems also flag trend deviations and abnormal behaviors using AI-powered anomaly detection, thereby boosting incident response time.
Automated design documentation We leverage fine-tuned GenAI models (GPT-4, DALL-E 3, Imagen with vision capabilities) to convert textual architecture guidelines into detailed architectural diagrams. This drastically reduces manual effort and enhances documentation accuracy.
Operational excellence A custom AI chatbot scrapes real-time data from Confluence, New Relic, and AWS infrastructure to answer developer queries like environment comparisons, resource utilization, version tracking, and system limits—saving valuable time and context switching.

04Data

GenAI's ability to process and synthesize vast datasets is transforming how we leverage data for our clients.

Automated report generation Using GenAI we analyze complex datasets and generate insightful reports and summaries, enabling faster data-driven decision-making for our clients.
Natural Language querying We empower business users to query complex data using natural language, making data insights more accessible and actionable without requiring specialized technical skills.
Fine-tuned LLMs We fine-tune foundation models like LLaMA, Qwen, and GPT on client-specific datasets for tasks like text generation, and chatbot development.
Conversational AI agents Our GenAI-powered agents, deployed for various industries, reducing operational costs while improving user satisfaction.
Personalize customer interactions Analyze existing customer data to suggest refinements for personalized communication strategies.

05Digital experience

After initial design mock-ups and customer journey maps are created, GenAI helps to:

Iterate on UI/UX elements We leverage Generative AI to produce multiple variations of core design components such as buttons, icons, layouts, and more, at scale. This eliminates manual overhead and accelerates experimentation. Our teams run A/B tests on these variations to quickly identify what resonates with users. The result is an optimization process that is more data-informed, in which design decisions are influenced by user preference.
Rapid prototyping Using AI, we transform rough sketches, screenshots, or even voice prompts into high-fidelity digital mockups within seconds. This dramatically speeds up ideation and enables interactive, real-time design collaboration with stakeholders. Rapid feedback loops reduce the risk of misalignment, while the iterative pace brings greater clarity and momentum to the project.
Video production With tools like Runway and Sora, we deliver high-quality explainer videos, promos, and dynamic UI mockups within days, not weeks.

06Digital Marketing

GenAI is empowering our teams to produce engaging, and personalized content at scale.

Automated content generation From blog posts and social media captions to ad copy and email newsletters, GenAI assists in drafting compelling content, significantly accelerating the content creation process. This allows our marketers to focus on strategy, audience engagement, and campaign optimization.
Personalized marketing campaigns With GenAI, we analyze vast amounts of customer data to generate highly personalized marketing messages and recommendations, leading to increased engagement and conversion rates.
SEO optimization We generate keyword-rich meta descriptions, titles, and even entire articles that rank higher in search results. We go beyond SEO with GEO, a proprietary framework to optimize content for AI search engines.
Image & video generation Beyond text, we also utilize GenAI to generate unique images, illustrations, and even short video clips for marketing campaigns, enhancing visual appeal and reducing reliance on traditional, time-consuming content production methods.

Building a GenAI-first culture

Beyond integrating GenAI into specific services, TO THE NEW is committed to building a robust GenAI-first culture through dedicated initiatives:

  • GenAI Center of Excellence (CoE) A dedicated team driving GenAI use cases, experimentation, governance, and standards
  • Upskilling for all Customized GenAI training across roles, equipping them with the skills and knowledge to effectively leverage GenAI prompts, tools, and methodologies
  • Internal hackathons Cross-functional events to experiment with AI-first ideas, many of which now power live client solutions

Lead the GenAI revolution, step by step

  • Imagine the possibilities Explore use cases, envision what’s possible, and prioritize high-impact opportunities aligned with your business

  • Design the solution Build prototypes, reimagine workflows, and set up the right data and tech foundation for GenAI success

  • Empower the people Upskill teams, drive adoption, and foster a culture of co-creation with AI, not replacement

  • Govern with confidence Navigate regulations and ethical risks with responsible AI practices and robust governance

  • Scale for impact Move from pilots to enterprise-grade GenAI deployments with agility, security, and measurable results

What’s next in our GenAI journey

The journey with Generative AI is an ongoing one. At TO THE NEW, we understand that staying ahead requires continuous learning, adaptation, and a relentless pursuit of innovation. We are committed to:

  • Investing in research Dedicating resources to explore emerging GenAI technologies and their potential applications.

  • Talent nurturing Fostering a culture that ensures we have the expertise to navigate the complexities of this evolving field.

  • Responsible innovation Upholding ethical guidelines and prioritizing data privacy and security in all our GenAI endeavors.

Generative AI is not merely a tool; it's a catalyst for a new era of productivity, creativity, and problem-solving. At TO THE NEW, we are not just witnessing this transformation; we are actively shaping it, embedding GenAI into the very fabric of our ways of working to deliver unparalleled value and empower our clients to thrive in the digital age.

Empowering People
with Responsible AI

Our north star is clear: AI that enhances human potential
We are not here to replace judgment, creativity, or empathy. We’re here to amplify them.

At TO THE NEW, every Newer is empowered to work with AI, not against it - because the future of work is not just AI-only. It’s Human-centered AI.