RUSH – nudging giants in AI innovation

Pictured above: Danu Abeysuriya.

With a focus on ethical AI and practical innovation, RUSH is setting new benchmarks. From life-saving applications to advancement in cybersecurity, Founder Danu Abeysuriya, shares how this growing digital experiences company is proving that New Zealand tech can lead on the global stage.

For Danu Abeysuriya, setting high standards in AI isn’t just a goal; it’s a guiding principle shaped by his immigrant experience and worldview.

Born to teacher parents who worked in Nigeria, Zimbabwe and in New Zealand when Danu moved with his family at a young age.

This diverse background has given him what he describes as “a greater appreciation? of the rest of the world, an understanding that the world is a very big place and operates on a very different scale.”

With RUSH, a design and technology company, he’s created an environment that leverages this global mindset, fostering a team culture that is both inclusive and forward-thinking.

His commitment to building a diverse, dynamic workplace has earned RUSH the accolade of 2024’s Best Place to Work for medium-sized businesses in New Zealand.

With a team of over a 100 experts across RUSH and its product arm, R/VISION, Danu and his team are making a meaningful impact locally and globally. RUSH develops cutting-edge solutions and provides digital product services including strategy, research, and software development for businesses who are looking to innovate and enhance their digital presence.

They work with major corporations to create transformative digital products that serve communities and not only raise the bar in AI innovation but also redefine what it means to be a purpose-driven leader in technology.

Big on AI saving lives

RUSH’s first major project was porting the iconic game Where’s My Water? for Disney, Microsoft, and Nokia in 2012.

At the time, a team of just three people took on nearly 40 titles over two years, expanding to 25 employees by the end of this programme.

Being recommended as a subcontractor for such a large international project, Danu says, was a matter of “being in the right place at the right time.”

“That was one of our first clients, and there was no local revenue for video games related tech work, but it allowed us to build our outsourcing capability and our engineering ability to a global standard. So that went on to help us evolve into helping local businesses,” he says.

RUSH took this early win and focus on delivery, and looked to apply the same model to large enterprise businesses.

More recently, RUSH has evolved to work on critical, life-saving digital tools, such as a COVID-19 tracing app, reinforcing, Danu says, the company’s commitment to the trust and integrity that defines its reputation.

The AI space poses challenges for enterprises, as they often face a costly choice between fully bespoke solutions or off-the-shelf products that may fall short.

RUSH has carved out a unique space here, offering solutions with robust, ready-made features while still allowing customisation – sidestepping the high maintenance costs and complexities that often burden traditional enterprise software.

As Danu puts it, “Enterprises are likely to choose a provider who can demonstrate flexibility to meet a complex enterprise environment,  while maintaining the ability to start quickly and be committed to ethical use of AI.”

This ethos of integrity, trust and reputation sets RUSH apart in an industry often criticised for ethical lapses or start-ups that lack compliance capabilities, scalable operations and even financial stability.

Long-time client Downer, a leader in infrastructure, has seen the impact of RUSH’s approach firsthand.

After a decade of collaboration on various strategy and digital programmes, they introduced RUSH’s R/VISION AI camera technology to traffic management sites in 2022. This real-time computer vision technology continuously monitors safety risks, enhancing both efficiency and safety by instantly alerting managers to on-site issues.

By 2023, mobile AI cameras were also protecting roadwork sites, keeping workers and road users safe.

RUSH’s client list includes industry giants like Farmlands, Z Energy, and public entities, showcasing their versatility and commitment to safer, more efficient workplaces.

Danu and his team aren’t just shaping AI; they’re redefining its real-world potential.

“What’s emerging is that actually people are valuing trust and connection a little bit more,” he says.

Cybersecurity is an essential

Cybersecurity is a top priority at RUSH, particularly given the company’s focus on safeguarding client data.

Their internal cybersecurity approach is comprehensive, with RUSH achieving several leading global operating standards like ISO27001:2022 and PCI DSS 4.0, as well as

having many of the latest tools and technologies including AI based protection systems.

Danu emphasises that cybersecurity requires a layered defence: “The bad guys have gone sophisticated, and they don’t have to follow the rules – the Privacy Act, employee rights. So, not only do we have to run defence on a much wider surface area, but we also have to play by the rules, which they don’t.”

After strengthening internal security over the past four years, RUSH now offers cybersecurity as part of its client services, differentiating by offering real world implementation experience of Cyber resilient architecture, tooling, and AI automation.

Additionally, Danu has integrated AI tools for other parts of RUSH’s business, including Operations, Finance, and HR coaching, learning, and development. One of RUSH’s key goals is to enhance core activities by at least 50 percent in either quality or speed, and indicators suggest they’re on track to meet this target.

Ethics in AI – a non-negotiable

Danu is on a mission to establish high standards in AI, prioritising responsible practices. “RUSH doesn’t just meet industry norms; we set them. Each product complies with rigorous ethical guidelines, going above and beyond where many competitors fall short,” he says.

This includes stringent measures to prevent discrimination and safeguard user privacy.

By dedicating substantial resources to ethical practices, RUSH has solidified its position as a trusted partner. Their unique inclusion of a clause on ethical AI in contracts and internal software development processes has become a key differentiator, something Danu believes resonates with enterprises.

Reflecting on international AI missteps that have been highlighted in the media, Danu emphasises the urgency for proactive standards. RUSH, he says, aims to set a responsible example for the industry.

“We often wait until damage is done before having serious conversations. With AI, we have an opportunity to do things differently. That is why I’m advocating for light but targeted regulation – more than what Minister of Science, Innovation and Technology Judith Collins is currently suggesting. We know better now. There’s no excuse. So, let’s just not repeat that mistake.”

Looking to the future

“My hopes for RUSH are that we’ll be solving problems on a naturally global scale, nudging giants along the way – and AI will allow us to do that even more.”

At the beginning of next year, he plans to start engaging politicians and government agencies to explore how AI tools might enhance the systems already in place.

Danu believes there’s never been a better time for small teams in software and tech to compete with industry giants.

“There’s an opportunity now for a team of five to ten people to outpace a company with thousands – I don’t think that opportunity has existed before in history.”

His advice to clients and other businesses using AI is to focus on being clear about the problem you’re solving and to aim for solutions that are both simpler and low-risk.

Danu describes technology as evolving in “super cycles,” typically spanning around ten years.

“The internet was a super cycle, the PC was a super cycle, the iPhone was another, and now we’re seeing artificial intelligence in a similar phase, predicted to peak within a few years.”

Looking ahead, Danu is confident the pace of technological advancement will continue to accelerate and sees immense potential within it.

“Right now is the most confusing time, but it’s also when the greatest opportunity lies ahead,” he says.