Custom Software Development for Critical Physical Operations Requires Innovative Corporate Tech Approaches, as Productivity Challenges in Such Sectors are Unique

In the heart of London, AI and machine learning company Cogna is making waves by addressing the complexities of real-world workflows in physical industries like transport, logistics, and infrastructure.

Founded by Ben Peters, Cogna's mission is to fix broken essential services rather than disrupt them. The company's approach creates an urgent, purposeful culture that is hard to beat, as it relies on being depended on by customers to solve problems they truly care about.

One of the main challenges for digital transformation in these industries is that off-the-shelf software can't adapt to the messy, local processes involved. Cogna has tackled this issue head-on, building a system with strong foundations, including ISO 27001, SOC 2, and Cyber Essentials. This system was designed to be visible, recoverable, and secure by design.

The shift from project-based work to product-based work occurred when the system was made observable, allowing users to see what ran, what failed, and why. This transparency has been key to Cogna's success, as it enables continuous improvement and fosters a culture of accountability.

However, Cogna didn't just focus on the shiny new optimiser. Their playbook emphasises solving the whole problem, not just a piece of it. This holistic approach, combined with a priority on reliability and support over demo day, has resonated with customers who value stability and long-term solutions.

Organizational tension was a hurdle early on, with operations wanting quick results and IT needing to ensure security, prevent breaches, and manage complexity. This tension led to the use of shadow tech, where good tools were sidelined if they couldn't meet enterprise standards. To overcome this, Cogna prioritised showing fast business value and lowering risk for the CIO.

Unfortunately, the founding date of Cogna is not publicly available. Despite this, the company's commitment to solving real-world problems and its successful approach to digital transformation have made it a force to be reckoned with in the AI and machine learning industry.