What is Gemba?
Gemba is a New York City based consultancy founded in 2024 by Tom Hoffman to bridge the worlds of media & entertainment with technology, specializing in ethical digital transformation, AI adoption, big data use, and corporate modernization.
Why Gemba?
We are Gemba because it is a core philosophy we approach all cases with.
Gemba (現場) is the Japanese term for “actual place,” often used for the shop floor or any place where value-creating work actually occurs. It is often related to the term “genchi gembutsu” — essentially “go and see” — to stress the importance of empiricism.
A gemba walk is a management practice for grasping the current situation through direct observation and inquiry before taking action.
We believe in the gemba “Go and See” business philosophy for all disciplines because it is vital for contemporary digital transformation.
Technology is a surplus. Transformation is less about the abundance of technology than it is about cultural change. Help us “Gemba Walk” your business together.
“A wealth of information creates a poverty of attention.”
-Herbert A. Simon
Tom’s career is also marked by successful entrepreneurial ventures, including co-founding The Pet Collective, a digital media powerhouse in the pet genre, which grew into the largest FAST channel in its category and was part of a $100 million media package sale. His ability to blend creativity with data and technology has made him a trusted partner for organizations looking to modernize operations, drive engagement, and boost revenue.
With a deep understanding of AI, big data, social media, and digital publishing, Tom is passionate about helping companies navigate the complexities of digital transformation. At Gemba, he works closely with clients to craft tailored solutions that leverage emerging technologies and unlock new opportunities for growth.
Tom holds certifications in cloud AI, automation, and audience growth, and continues to stay ahead of the curve with ongoing education in automation using Python and Google Cloud technologies. His unique combination of strategic vision, technical acumen, and hands-on experience makes him an invaluable partner for companies ready to embrace the future of digital media and AI.
Tom Hoffman
Founder & Principal Consultant @ Gemba
Tom Hoffman is a highly accomplished digital media and AI expert with over two decades of experience leading transformative initiatives across media, technology, and entertainment sectors. As the Founder and Principal Consultant of Gemba, Tom brings his extensive expertise in AI, digital strategy, and data-driven solutions to help businesses thrive in an ever-evolving digital landscape.
Tom excels in making the complexity of technology accessible and understandable ranging from front line workers to C-suites.
Before founding Gemba, Tom held global senior leadership positions at Fremantle directly reporting into the C-level for over a decade. He spearheaded groundbreaking digital transformations, and as SVP of AI & Automation, he developed compliance and risk assessment workflows confirmed by Deloitte to be EU AI Act-ready and approved over 50 AI tools for worldwide use in a single year. His visionary leadership also played a pivotal role in expanding Fremantle’s global digital and social media footprint, helping to grow a division to $8-figures in annual revenue, achieve the highest profit margins in the company’s history, and orchestrate viral video campaigns that achieved billions of views annually.
In spite of his absolute obsession with new technology, Tom values humans above and beyond all. Organizations live and die by their human relationships and how they are aligned. The relationships between humans dictate the shape of the technology needed. This is not only the ethical road, it is the only road.
