Despite rising AI adoption, many businesses still struggle with inefficient workflows. Genta AI founder Mahmoud Ashraf believes successful digital transformation starts with diagnosing business problems before adopting technology.
Fix the process, not just the technology
Despite growing investment in artificial intelligence (AI) and digital tools, many businesses continue to grapple with inefficient processes, repetitive manual work and disconnected systems. The problem, says digital solutions provider Genta AI founder Mahmoud Ashraf, is not a lack of technology but the way companies approach digital transformation.
Rather than rushing to adopt the latest AI tools, Ashraf, better known as Komy A, believes businesses should first diagnose how they operate, identify operational bottlenecks and automate the right processes. Even companies that have embraced AI may still struggle with inefficiency and manual work if their underlying workflows remain unchanged.
“I believe that buying a tool and actually fixing a problem are two completely separate things. Sometimes, when a company buys a tool, it does not necessarily change how they work. Maybe it’s digitalising the work, but it does not change the actual workflow,” he explained.
Komy added that many businesses are eager to embrace digital transformation but often struggle to achieve meaningful results. According to him, one of the most common mistakes founders make is rushing to adopt AI tools without first having a clear strategy for digitalisation.
While Malaysia is progressing towards a digital future, Komy believes there is still significant room to improve in capturing the full value AI has to offer.
“But it all goes back to a company buying an AI product. I believe the biggest value in AI is not something you simply buy off the shelf or a pre-built solution,” he said, adding that diagnosing a problem and understanding the right solution are essential before leveraging AI effectively.
Adopting the right tool
When adopting automation tools, Komy advises businesses against rushing into AI simply because of the growing hype surrounding the technology. He stressed that the greatest risk is not the technology itself, but investing in solutions that employees ultimately do not use.
“It is very easy to build an AI solution today. The hard part is building something that people will actually use and that creates measurable value,” he said.
Instead of embarking on large-scale AI projects from the outset, Komy encouraged businesses to start by automating simple but repetitive tasks that consume employees’ time every day.
Once organisations can demonstrate measurable improvements, they can gradually expand their AI initiatives.
“Start with the boring things. They may not be flashy, but they’re repetitive, happen every day and deliver the biggest returns,” he added.
Having established Genta AI in 2024, the 23-year-old said the automation solutions provider takes a different approach to helping businesses adopt AI.
Rather than immediately recommending software, Genta AI begins with a diagnostic assessment to understand how a company operates, identify workflow bottlenecks and determine where automation can deliver the greatest value. Komy believes this ensures businesses invest in solutions that address real operational challenges instead of simply adding another digital tool.
The company also adopts a zero vendor lock-in approach, allowing clients to retain full ownership of every solution developed for them. Once a project is completed, businesses own the automation system outright without having to pay recurring subscription or licensing fees to Genta AI. Most solutions are also built using open-source technologies, giving clients the flexibility to manage, modify or expand them independently.
Leveraging his cybersecurity background, Komy added that security is embedded into every solution the company develops. Clients also have the option of hosting their AI models and large language models (LLMs) on their own servers instead of relying on third-party providers, an approach that strengthens data security and compliance. He said this enables Genta AI to work with highly regulated industries such as healthcare and finance, where protecting sensitive information is paramount.
AI adoption not an excuse to downscale
While AI adoption may change the way people work, Komy believes employees should continue to upskill themselves in the long run.
“The goal here is not to use AI to do your work, but to help you become 10 times more productive.”
According to the founder, many employees spend a significant amount of time on repetitive tasks, but with AI, that time can instead be devoted to higher-value work.
“There is a saying that AI will not replace people, but those who know how to use AI will. By embracing the technology, employees can significantly enhance their productivity and increase the value they bring to their organisations.”
Komy also noted that AI is enabling smaller teams to accomplish work that previously required much larger workforces. Tasks that once took months and several employees can now be completed in a fraction of the time with AI-powered tools. However, he stressed that AI is still not capable of replacing human judgement entirely.
As routine work becomes increasingly automated, Komy believes employees should move up the value chain by focusing on responsibilities that require critical thinking, creativity and strategic decision-making.
“Businesses that embrace AI should not see it as a replacement for people, but as a way to empower them to create greater value. The companies that will succeed are those that use AI to transform the way they work — not simply to add another piece of technology,” he concluded.
