Issue #24

Hi there,

For most of us, the last quarter of the year is typically “go time”.

With the end of 2023 looming large, we’re certainly a key part of this push for many of our clients, working on a variety of high-impact projects in both the public and private sectors. Particularly with the flagship event of the United Nations (UN General Assembly 78) set to kick off on the 5th of September (today!), we’ve had the great opportunity to work on a variety of digital projects that will be on the agenda.

Despite all this, behind the scenes, we’ve been taking a note out of our own book and talking to many of our customers to find out how we can continue to grow and develop our service offering to best serve our new and existing clients in 2024 and beyond. So, to close out 2023, we’re going to be having a little bit of a refresh to better showcase some of the incredible digital products we’ve built over the last year.

In the meantime, have a look at our Insights page, specifically our recent case studies, to see more of what’s to come.

Kieran Glover – Managing Director


— On the limitations of AI.

The conversations around artificial intelligence often emphasize its cutting-edge capabilities that continue evolving beyond what we’ve ever imagined. But what many of us forget is that AI technology is not limitless.

Think of AI as a scholar equipped with a vast library of knowledge but lacking the ability to understand the intricacies of human communication. It excels in data analysis but stumbles when faced with language nuances and cultural contexts that humans effortlessly navigate. So, can AI ever truly capture the “skill” of real-life communication?

The technical constraints of AI extend into diverse sectors. For instance, in healthcare, while AI's diagnostic abilities are promising, it's still learning to interpret the subtleties of symptoms and understand patients’ medical histories. In finance, AI is able to streamline transactions and make financial predictions, but its understanding of market shifts is based on historical data and is often inaccurate. Even in creative domains, AI can generate high-quality art and music — yet its artistic expression lacks human depth.

Ethical concerns also come into play, highlighting AI's unique boundaries. AI relies on endless amounts of data but lacks the ethical reasoning needed to safely and independently handle it. Its access to users’ personal data online also has to be strictly regulated to avoid privacy and security risks. As we entrust AI with decisions carrying significant impact, it's worth considering whether this technology can actually navigate morality and ethics.

While AI is a potent tool, it is, after all, an augmentation of human genius — a creation with its own quirks and boundaries, inviting us to explore, adapt, and, most importantly, understand the realm where human and machine intelligence converge.

Read more: What AI Can't Do (Yet).


  • Aventa Genomics. We’re excited to share that the Aventa Genomics website — a collaborative project between Aventa and Mäd — is in its final stages of development, marking a significant step forward in their journey toward revolutionizing cancer research. As part of Aventa’s digital transformation, we supported them in shaping their digital presence, crafting the website's design and branding elements to resonate with their innovative mission. This launch underscores our dedication to partnering with visionary ventures in the realm of healthcare and beyond.


At Mäd, we are passionate about driving digital transformation and customer-centric innovation across organizations and industries. We recently completed two successful mobile banking app design projects — read our case studies to learn more.

  • Amret MFI. We’re happy to share one of the projects from our collaboration with Amret — an MFI that caters to underbanked segments and local MSMEs. Through its innovative approach, Amret is opening avenues for new clients, delivering accessible financial services, and fueling economic growth across Cambodia. We supported Amret's digital transformation journey, starting with the design of a new mobile app. Discover how the fusion of innovation, strategic insight, and a commitment to making a positive impact helped us craft a user-friendly and inclusive experience in Seizing the Mobile Banking Opportunity in Cambodia: Amret's Customer-First Approach to Transformation.
  • CIMB. We had the pleasure of working with CIMB, a leading regional bank in ASEAN, to redesign their mobile banking app. The goal was to enhance banking convenience and efficiency for clients in Cambodia and beyond.Through thorough research and user-centric design, we crafted a visually appealing and intuitive app interface that enhances user engagement while reinforcing CIMB's competitive edge in the regional banking industry. Explore our strategic approach to mobile banking design and witness the power of innovation in the digital banking world in CIMB Mobile Banking: Enhancing User Experience for Regional Alignment.


  • Gestalt Principles in Team Management. Great teamwork is often the foundation of thriving businesses. But while it’s no secret that cohesive teams drive exceptional results, managing a team can be challenging. This is where companies may benefit from an alternative approach — like the Gestalt principles.
  • Beyond Borders: How AI is Redefining Legal Practices. In an age where technology is reshaping industries, the legal sector is no exception to transformation. The integration of AI into law firms is revolutionizing conventional practices, unlocking newfound efficiency, and fostering innovation. AI is ushering law firms into a new era of possibilities.
  • What AI Can’t Do (Yet). Artificial intelligence has made significant strides, transforming sectors and enhancing our daily lives. But despite impressive achievements, AI technology is still in its developmental stages. As it grapples with real-world complexities, AI is revealing its limitations and prompting risk awareness.

From the Web.

Artificial intelligence is rapidly changing the way we work, creating new opportunities and challenges in the job market. When AI solutions like ChatGPT began taking over the digital world by storm, many feared that AI would take over their jobs — but new evidence shows this won’t be the case after all. Although the future of work is uncertain, AI is sure to play a major role in shaping it.

Want to build stronger connections with your customers? AI solutions can help your business personalize experiences, anticipate client needs, and provide more timely and relevant support. However, remember to be mindful of the risks and regulations of AI when implementing any AI-powered tools in your organization.

In their new playbook, McKinsey offer an innovative and practical approach to help businesses succeed in the age of digital and AI. Check out their collection of valuable resources, reports, and interviews and get more insights (based on successful McKinsey case studies) on how to set a clear vision for your transformation, build a strong team of leaders and experts, identify the right technologies to adopt, and measure and track progress.

Work Like Mäd: The Book.

Curious to learn how you can start and run your own professional service firm?

Check out our eBook, Work Like Mäd!

It’s based on 10+ years of experience (with many trials, errors, and failures in-between) and packed with lessons and advice on how to set up and grow a sustainable business, assemble a talented team, find the right projects, and keep clients coming back to you.

Get it here. (Or download a free chapter!)

Thank you for taking the time to read this newsletter. If you have any questions, comments, or concerns, please don’t hesitate to reach out to us at Our team is always here and ready to help.Find our collection of past newsletter editions here.

Enjoy the upcoming fall months, and until next time!

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