Meet rb2’s AI task force

We’ve always believed that building great things means staying curious, collaborative, and a little ahead of the curve. So it should come as no surprise that when AI started shifting from hype to real-world impact, we didn’t just watch, we got involved. Everyone at rb2 was experimenting with AI in one way or another, so we thought a bit of structure and direction would take that enthusiasm and turn it into tangible results for our team and our customers.

Why a task force, and why now?

The AI Taskforce was born from a simple idea: move faster, think bigger, and help everyone at rb2 do their best work. Digital agencies are under pressure to deliver more with less and ever-tighter timelines, higher expectations, and leaner teams. AI is, in part, how we intend to meet those challenges head-on. But staying ahead means more than just using tools. It means dedicating people to explore what’s next, train others, and build the mindset shift that’s needed to thrive with this new tech. 

Some people at rb2 were already all-in on AI. Others had only dipped a toe in. Now, thanks to the task force’s work, we’re seeing more demos, more ideas, and more adoption than ever before. And this isn’t just for us. Clients are already starting to benefit from tailored AI apps and the fact that we can work faster than ever before.

We recently went live with a client using an AI-powered solution that transforms incoming customer emails, including their attachments, into purchase orders. The system automatically parses the purchase order data, enriches it with relevant metadata, and creates draft orders that can be reviewed by the client’s internal teams. This approach is totally scalable, as well as more accurate and a lot faster than it ever could be when handled by people, and is a prime example of what AI is capable of right now.

Two big contributors to the task force are Merve Koç, a Business Analyst at rb2, and Boy den Hartog, a Tech Lead. We thought a complimentary set of skills and broader experience would be the best way to get the most out of the concept, and so far it’s working wonders, just listen to what they have to say.

Merve Koç – Business Analyst

Merve’s job is all about connecting the dots between client needs and technical execution, between vision and reality. For her, AI is quickly becoming a powerful partner in that process.

“I started using AI for small tasks like translation, proofreading, and structuring requirements, but it quickly became clear this wasn’t just a shortcut. It was a new way of thinking.”

Now, Merve is helping lead rb2’s charge into intelligent automation. The task force meets bi-weekly, running demos, sharing progress, and piloting tools that streamline not only how we work internally but also how we serve clients with custom AI solutions.

“Some clients have needs that off-the-shelf tools just can’t handle. That’s where we step in, using AI to tailor solutions that really fit. We're not just adopting AI, we’re showing off what’s possible.”

And while AI is great for efficiency, for Merve, the real magic lies in what it frees us up to do.

“The more AI handles the repetitive stuff, the more time I have to focus on strategy and logic. It helps me think better. There are moments when I test a solution and I think, ‘This is so good, it’s like writing my own resignation letter!’ But in reality, it’s giving me more headspace to work smarter and deliver better for all our customers.”

Boy den Hartog – Tech Lead

Ask anyone at rb2, and they’ll tell you: Boy lives and breathes technology. As a tech lead, he guides front-end devs, writes code, and now prompts AI tools daily to do it all faster and smarter.

“We all use Cursor, which is an AI-integrated IDE, and honestly, I write a lot less manual code than I have ever before. Whether it's accessing databases, debugging, or even planning a home renovation, AI is part of my daily flow.”

Boy has even customized tools to fit our dev stack, like embedding test scripts into tickets that can be used by an AI agent to test and validate if the ticket is complete, using acceptance criteria.

“It’s about building smarter, not harder. That’s the whole goal. Sometimes I joke that I'm becoming the co-pilot instead of the pilot. But the truth is, you start focusing on higher-value tasks, most importantly understanding what our clients truly want and then building those things using AI.”

Smarter tools, better solutions

What’s clear from Merve and Boy’s work is that AI isn’t replacing anyone, it's just empowering them. It’s helping our analysts focus on the “why” instead of the “how.” It’s prompting developers to be more critical of technical decisions. And it’s unlocking entirely new possibilities for our clients, who may not be deep into AI yet, but are curious and looking to test the waters.

rb2 was built on the idea that great people combined with the right tools equal great results. The AI Taskforce is the next chapter in that story. From streamlining internal workflows to co-creating cutting-edge client solutions, we’re showing what it means to evolve with purpose.

So if you’re curious about how AI can level up your business, or if you just want to geek out about prompts and test scripts – we’d love to chat.

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