Insights
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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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AI fatigue is real: Why your workforce doesn’t trust the tools you’ve given them
Everyone rushed to roll out AI tools. Now, many employees are quietly switching them off.
AI was supposed to make work simpler, faster, and smarter but for many teams, it’s doing the opposite. Between endless prompts, new dashboards, and productivity “assistants”, people are starting to feel what analysts are calling AI fatigue: burnout from overexposure to tools that promise the world but deliver confusion.
According to Forrester’s 2025 report, “Ground Your Workforce AI Strategy in Human Experience”, organisations that treat AI as a purely technical upgrade are missing the bigger picture. Success isn’t about deploying the smartest model, it’s
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