The New digital transformation firm expands global cloud and AI services

The New, a digital‑technology firm, provides product engineering, cloud and AI‑driven digital transformation services to independent software vendors, consumer‑internet firms and large enterprises worldwide. Its portfolio includes cross‑platform wagering apps for Australia’s Tabcorp, content‑delivery solutions for Amazon Prime Video in the United States, automated quality‑engineering tools for India’s Maruti Suzuki, and digital‑marketing platforms for Hilti in Singapore. The company highlights micro‑services migrations to AWS and cost‑optimisation projects for U.S. clients such as Siprocal.

At the same time, industry analysts warn that rapid digitisation can erode customer experience. Cases cited include Air Canada’s chatbot that mis‑handled a bereavement fare request, McDonald’s AI‑driven drive‑through that repeatedly mis‑ordered items, and Verizon’s automated voice system that left callers on endless loops. These examples illustrate how aggressive automation, when not paired with robust knowledge bases and human oversight, can increase frustration and alienate users, especially older adults.