Put AI to work in your business.
Gemba helps media, entertainment and creative teams find useful applications for AI, build them into everyday workflows, and learn how to use them well.
Led by Tom Hoffman, former SVP of AI & Automation at Fremantle, Gemba brings together media leadership, technical strategy and hands-on engineering.
Start with the work
Your team is being asked to use AI. The harder questions are where it will help, which tools to trust, and how to make it part of the way you work.
Gemba starts by understanding your people, processes and goals. Together, we identify a useful place to begin, work through the practical constraints, and decide what success should look like.
Media and entertainment are our specialty. We also work with businesses in other industries facing these same questions.
Three ways to work with Gemba
AI strategy & governance
Make informed decisions about where to invest and how your organization should use AI. We help assess opportunities, evaluate tools, and develop practical approaches to approval, ownership and oversight alongside your leadership, legal and security teams.
An engagement can include a prioritized roadmap, draft internal guidance, tool-review workflows and a clearly scoped first project.
AI workflow design & implementation
Turn a recurring bottleneck or promising experiment into something your team can use. We map the workflow, assess the tools and data, and build or connect the pieces: an AI assistant, an automated research process, a reporting workflow or a custom integration.
Deliverables can include a working pilot, testing against agreed criteria, documentation and a plan for rollout.
Practical AI workshops
Give your team the skills and support to apply AI to their own work. Each workshop combines a customized two-hour learning session with five hours of follow-up office hours for hands-on work with your team’s projects.
Available remotely or in person, with a take-home presentation and tooling guide.
Built at Gemba: the Trend Engine
The Gemba Trend Engine explores TikTok content and audience response, combining video and comment analysis with performance data to investigate emerging topics, emotional themes and behavioral signals. These are analytical signals, not definitive readings of individual emotions.
Its MCP integration lets AI assistants query the analysis in natural language. Built by Tom, it brings together data engineering, AI analysis and an understanding of how media teams ask questions. It’s a working example of the technical capability behind Gemba’s consulting.
Why Gemba?
Gemba means “the actual place”: where the work happens and value is created.
We look at what people actually do, listen to the challenges they face, and build around the realities of the business. Creative judgment, relationships and human responsibility remain central.
You work directly with Tom, connecting the strategic decisions to the technical detail.
Let’s find a useful place to start.
Bring a problem, a project or a question. In a 30-minute introductory call, we’ll discuss what you’re trying to achieve and where Gemba could help.