Insights
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how ambitious organisations design, build and innovate in a real-time world.
Introducing the ‘new’ New Icon
Thursday, 15 January 2026 - Today, we’re excited to introduce the ‘new’ New Icon, which marks a significant next step in our evolution.
By combining New Icon’s design-thinking and agile delivery expertise with Linebreak UK’s enterprise digital transformation capabilities and deep-tech ecosystem, we’re creating a new kind of digital transformation partner.
New Icon is built to help ambitious organisations innovate smarter and faster in a real-time world.
What is the ‘new’ New Icon?
Whether clients need end-to-end transformation or a single app, we can deliver the full lifecycle from strategy and vision through to design, build and deployment for enterprise-grade
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How Hardware Constraints Shape Superior Deliveries
In the rapidly advancing field of artificial intelligence, the race for superior models is often measured in teraflops, parameter counts, and the scale of training datasets. Yet, DeepSeek, the latest AI sensation, took a decidedly different path to arrive at its groundbreaking R1 model.
Surprisingly, it wasn’t the abundance of resources but the constraints of hardware that shaped its development. And it’s precisely these limitations that have made DeepSeek more efficient than AI giants like ChatGPT.
The Role of Constraints in Innovation
DeepSeek’s journey was constrained by limited access to high-end hardware. While competitors like ChatGPT were developed using state-of-the-art
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