Lineate, the global software development company, today announced that it has been recognized as an AWS Advertising and Marketing Technology Competency Partner. This designation highlights Lineate’s adherence to best practices and its proven track record of successfully delivering AWS services to end customers.

When some communication tools offer to use AI to compose responses, it can make you cringe. Not because the responses aren’t good, but because it seems to imply that the hard part of communication is just generating words. Lineate CEO, Ben Engber, explains why this matters.

At Lineate, we’re often asked how our approach compares to out-of-the-box AI solutions. The answer is simple: we leverage and extend AI and machine learning models to create relevant business functionality. Most generative AI models people talk about are trained on the internet at large and rely on that generic knowledge, plus whatever you provide in a prompt, to generate answers. For anything beyond very basic use cases, organizations need additional integration and configuration to make AI truly business-aware.

As we embarked on our mission to challenge AI to beat us at every aspect of software development, we quickly realized that most companies are thinking too narrowly about AI's disruptive potential. While others focus on AI as a coding assistant, we needed to reconceptualize the entire value chain and define a methodology for systematically replacing ourselves.

Generative AI isn’t just hype. It’s a disruptive force that’s already reshaping software engineering. At Lineate, AI is built into every stage of the development process. The team has identified 14 areas where AI can transform engineering and is doubling down on the five that deliver the most immediate impact.

We’re excited to share that one of our clients, The Rosen Publishing Group, has been shortlisted for the 2025 Innovation Excellence Awards in the Education Technology category. The nomination is for an innovative project we worked on together. These awards, established by The Stationers’ Company, recognize groundbreaking innovation across the UK’s communications and content industries.

AI isn’t always about full automation — and sometimes, that’s the smartest choice. In healthcare and other high-stakes industries, automation works best when paired with human expertise. Recently, Lineate helped a client process patient records spread across multiple medical systems — each with its own formats, layouts, and terminology. Traditionally, this kind of work took months of manual effort from trained professionals.

“We want AI.” It’s something we hear all the time, but wanting AI isn’t a strategy. It’s a starting point. Too many companies rush into AI projects without a clear plan, only to realize later that they’ve invested in tools without purpose or measurable impact. At Lineate, we do things differently. In this video, our CEO Ben Engber explains how we help businesses unlock the true value of AI by focusing on what really matters: