Late last year, I set out to better understand how people see Airteam, hear what people think we’re known for, where we’re adding the most value, and where we’ve still got work to do.
Over the course of a few months, I had 35 short one-on-one conversations with people across a mix of organisations. Some were current clients, some had worked with us in the past, and others had never engaged us at all.
Each of these conversations was around 30 minutes and together, they gave me a much clearer picture of what’s working, what’s changing, and how we need to evolve. I’m incredibly grateful to everyone who gave up their time to share their thoughts.
Now that we’ve had a chance to reflect on what we heard and act on some of the feedback, I wanted to share a few key takeaways more broadly, both as a thank you, and because I think many of these themes will resonate across our network.
Most people are focused on refining, not reinventing
The clearest pattern across every conversation was this: most organisations aren’t rushing into major new builds right now. Instead, they’re doubling down on what they already have, improving existing tools, streamlining processes, and reducing friction wherever they can.
This mindset is practical and realistic.
Teams are under pressure to show value. Budgets are being looked at more closely. The priority is finding ways to make things work better, not necessarily starting from scratch.
That’s already shaping the types of projects we’re being brought into, from interface improvements and system cleanups to more efficient handoffs between teams and tools.
AI is everywhere, but most teams are still figuring out how to use it
AI came up in nearly every conversation, though not always in the way you might expect. For most, it wasn’t about rushing into big builds or betting the farm on a bold AI idea. It was more about experimentation, small pilots, internal proofs of concept, and gentle toe-dipping into what might be possible.
What I found most encouraging was how considered these conversations were. People were curious, but cautious. They were looking at AI through a business lens, weighing up the complexity and investment involved, and trying to understand where it might genuinely make a difference.
That’s very much how we’ve approached it at Airteam too.
We’ve been building and using AI tools internally for a while now. We’ve worked on an AI sales training tool with one of our clients. Our team has been steadily upskilling. I also completed the AI Fluency for Directors program through the Australian Institute of Company Directors and University of Sydney, and we published a white paper sharing some of our early thinking.
We haven’t rushed to market with a shiny AI offering because, frankly, we haven’t seen a lot of value in layering AI over the top of things just for the sake of it. We’re more interested in how AI can be integrated thoughtfully, where it’s paired with strong UX and existing infrastructure to actually solve problems, not just look impressive.
We’re also having more grounded conversations about AI now: where it fits, what it can (and can’t) do, and what responsible use looks like. If that’s something you’ve been exploring too, we’re always up for a conversation.
Automation, security and data are top of mind
Outside of AI, three other themes came through strongly.
The first was automation. Many teams are looking for ways to reduce manual processes and increase internal efficiency. This is where we see AI and automation overlapping, particularly through tools like robotic process automation, where relatively small interventions can have a big impact on productivity.
The second was security. It remains a major area of investment and concern, especially for businesses operating in regulated industries. Over the past two years, we’ve made big strides in this area. We now hold ISO 27001 (Information Security Management) and ISO 9001 (Quality Management) certifications, and we’re continuing to expand our capabilities. One recent addition is our penetration testing service, designed to help clients stay compliant and secure.
The third theme was data. Not so much building out entire new platforms, but making better use of the data teams already have. Whether it’s improving reporting flows, giving teams more useful access to the information they need, or finding more intuitive ways to surface insights, this is an area we’re seeing more demand in. We’ve worked on several bespoke projects in this space, and while we haven’t formalised a specific offering yet, it’s an area we’re continuing to explore.
What the research told me about Airteam
Aside from what’s happening more broadly in tech and business, I also took away some important reminders about Airteam itself.
People see different sides of Airteam
Depending on who I spoke to, we were seen as a design agency, a custom software development partner, a resource provider, or an end-to-end product company. And the thing is - they’re all right. We do all of those things. But not everyone sees the whole picture, and that’s something we’ve taken on board.
We’ve been refining how we talk about what we do, and making it easier to understand the value we bring across the entire design, development and delivery lifecycle. That work is ongoing, but these conversations helped validate why it matters.
Flexibility is one of our strengths
Another consistent thread was that different organisations need different things at different times. Some are in growth mode, looking for end-to-end support across UX, tech strategy and development. Others are constrained and looking for help plugging short-term resourcing gaps.
That flexibility, being able to quickly adapt to client requirements, whether it’s a one-off prototype or a long-term platform is something I’m proud of, and something we’ll continue to invest in.
Referrals work best when they’re informal
We floated the idea of a formal referral program, and it landed with a bit of a thud. Most people weren’t interested in structured incentives or processes. What they did want was more regular updates on what we’re working on, so they could keep us in mind when the right opportunity came up.
We’ve listened to that feedback. We’re now sharing monthly highlights on LinkedIn, sending a few more newsletters each year, and being more proactive about staying in touch. We’re also holding regular internal account check-ins to make sure we’re not just delivering great work, but staying close to the relationships that matter.
And while a formal program might not be the answer, we’re always grateful when someone passes our name along.
One final thank you
To everyone who took part in the research: thank you. Your insights and honesty helped shape how we’re thinking about the future, not just in the work we do, but how we show up as a team.
If anything in here sparked an idea or challenge for you, or if you’re curious about what we’re working on next, I’d love to continue the conversation. Reach out at hello@airteam.com.au or via our contact form to chat.
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