Francois van der Merwe, founder and CEO of Otinga.
South African startup Otinga takes a fast and execution-led approach to[–>AI It claims to help businesses overcome the challenges they experience when trying to innovate with AI.
The company wants to help organizations avoid “innovation theater” (a term popularized by Silicon Valley entrepreneur Steve Blank), which refers to business activities that create the illusion of innovation but rarely create real value.
Otinga was founded in June 2023 and has achieved over 275% year-over-year growth, primarily due to companies adopting AI-driven transformation initiatives, according to founder and CEO Francois van der Merwe.
The venture claims to be “powered by AI.” This means embedding AI throughout the value chain, from internal operations and solution design to customer delivery.
Van der Merwe says organizations struggle to ensure effective AI outcomes due to opaque strategic alignment, lack of executive ownership, and insufficient information.[–>data We are overestimating short-term AI capabilities that are less mature and operationally ready.
Johan Steyn, an AI expert and founder of AIforBusiness.net, agrees that many companies are trapped in performative innovation. “Many organizations are stuck in the ‘innovation theater’ of running pilots and proofs of concept without clear business ownership, measurable outcomes, or a path to production,” says Steyn.
He added that a focus on execution is a viable solution, as long as it is based on business realities. “When you start with a specific business problem, ship something out-of-the-box, and prove value through measurable impacts such as time, cost, and cost, a rapid execution-driven approach is a real advantage.[–>risk Reductions and profits are not hype. ”
But Stein also cautions that speed must be paired with strong fundamentals. “The key is speed as well as disciplined governance: clear accountability, a strong data foundation, and change management to ensure adoption and delivery are aligned.”
Van der Merwe says Otinga’s goal is to combine speed and discipline.: “Many organizations develop AI strategies but get stuck in the ideation stage. We focus on disciplined execution. We combine a unique strategic framework, applied AI engineering capabilities, structured innovation programs, and high-intensity build sprints to move initiatives from idea to proven commercial impact in a short time frame.”
Otinga’s business model is centered around the use of AI-powered hackathons, innovation challenges, and human-centered programs to help organizations realize the benefits of AI embedded in their business processes.
The company has a core team of 11 experts, but also utilizes a network of subject matter experts and temporary contractors.
The company competes with global consulting and leading strategy firms that advise on digital transformation and AI enablement.
“We believe that innovation should not feel chaotic or disconnected from business. People are naturally creative, but businesses need structure, support and the right tools to turn ideas into results,” van der Merwe added.
He predicts that more organizations will face pressure to respond quickly to change, launch new products, and improve both customer and operational outcomes.
Against this background, Van der Merwe believes Otinga is well placed to add value.
