This owner had to transform his business to survive AI, now he’s helping others do the same

Apr 3

MorelandConnect, a Cleveland-based software development firm, saw artificial intelligence as an opportunity to push the boundaries of innovation. Instead of waiting to see how AI would reshape industries, the company took a bold, proactive approach – experimenting with AI tools, developing proprietary solutions, and embedding AI-driven efficiencies into their business model. Today, MorelandConnect is not just adopting AI but leading with it, creating cutting-edge solutions that help businesses harness the power of artificial intelligence.

We spoke with Justin Wray, Executive Partner and Innovation Officer of MorelandConnect, to discuss how the company is leveraging AI to enhance its capabilities, build smarter software, and help other organizations navigate the AI revolution.

Ohio Tech News: When did MorelandConnect first start experimenting with AI?

Justin Wray: We started exploring AI in late 2022, right when generative AI was becoming mainstream. Initially, it was a curiosity, using ChatGPT for text, Midjourney and Stable Diffusion for images, and GitHub Copilot for coding. But by mid-2023, we saw AI’s potential to fundamentally reshape software development. That’s when we shifted from experimenting to actively building AI-powered tools.

When did you realize AI was more than just a tool, but a transformation?

Wray: By July 2023, the landscape was evolving rapidly, especially with AI-powered code generation. We had a choice: either get left behind or find ways to leverage AI to enhance our work. We realized that to stay ahead, we had to do more than just adopt AI. We had to build with it and redesign our entire delivery process around AI-powered creation. Instead of treating AI as just another tool in our toolkit, we made it the foundation of how we approach software development.

What were the first major AI-driven projects you worked on?

Wray: We wanted to see AI in action across different applications, so we didn’t limit ourselves. One of our first projects was Zoosh, an AI-powered tool for home renovations. Zoosh allows users upload pictures of their home, select a style preference, and let AI redesign interiors in seconds. We also developed drone-based property survey analysis and built a custom AI chatbot for insurance risk assessments. Using drones to flyover houses to do inspections and taking pics so that AI could analyze the photos, draw assessment sketches and indicate issues found. These projects helped us understand AI’s real-world applications.

We also helped a large NEO company modernize legacy COBOL application migrating the code base from unsupported COBOL to java using Generative AI. The client estimated it would take them 5 years to modernize all of these applications. After we demonstrated the ability to modernize an application module in 2 days with Generative AI tools they understood their remaining 800 application modules could be completed in a matter of months. Saving millions and positioning themselves to not only maintain these application efficiently, but enhance with future capabilities to drive innovation.

What challenges did MorelandConnect face in integrating AI?

Wray: Our biggest challenges wasn’t technical, it was philosophical. For those in our industry, AI is at this crossroads of tremendous opportunity meets existential threat. Many see AI as a replacement to our work, but we recognized it as a catalyst for building more, faster, better. Instead of asking “Will AI replace developers?”, we asked, “What can we build now that was impossible before?”. AI isn’t replacing our developers; it’s empowering them to tackle bigger challenges and build solutions that were previously out of reach.

So, the hurdle was transforming our company mindset from caution to ambition. We launched our “More” initiative, a deliberate nod to building more. It included an AI steering committee, dedicated innovation time, and a culture that celebrates bold experimentation. We’ve created an environment where the question isn’t “Should we build this?” but “How quickly can we build this?”.

How has AI changed your business model?

Wray: We’ve evolved from a traditional software development firm to an AI-first technology company that is changing how custom software is delivered. Ultimately that’s changed who we can serve and what we can build.

We focus on three strategic areas: helping our clients leverage AI to solve complex business challenges, developing specialized AI vertical applications for industries like healthcare and manufacturing, and creating proprietary AI tools and processes that dramatically accelerate our development process. This comprehensive approach has expanded our capabilities and market reach.

The biggest change is who we can help and what we can build together. Companies that were on the fence about custom software are now moving forward because AI makes development more accessible and efficient. And our existing clients are leveraging AI to tackle those ambitious ‘phase two’ projects they’ve had on their wish lists.

A recent example came with a project for a local manufacturer. What would have taken 200 hours of conventional development, we finished in less than 50 hours using AI tools. We drew our database design on a whiteboard, had AI generate all the scripts, developed agents to automate the initial controller and service layer from that design, and through a series of conversations with the tools, rapidly built out the user experience. That efficiency isn’t just a time-saver, it is a market-opener. It’s about enabling more organizations to build what they need to increase revenue and/or run more efficiently.

What advice would you give other businesses trying to navigate AI?

Wray: The biggest lesson we learned is that AI rewards those who engage with it early. Don’t wait until your industry is disrupted, start experimenting now. Also, AI isn’t a one-size-fits-all tool. The most successful implementations are tailored to specific business needs.

We also learned that AI is skill-biased. Meaning the more expertise you have in your domain, the more valuable AI becomes. Companies should invest in upskilling their workforce, so they can fully leverage AI’s potential.

What’s next for MorelandConnect in AI?

Wray: We are doing our best to stay at the forefront of AI which is a full-time job. For customers, our team is developing AI-powered solutions like a conversational sales trainer, automated voice agents, clinical decision support systems, and conversational knowledge bases. Internally, we continue to develop custom tooling and agents that enhance our capabilities across the entire business – from sales and marketing to delivery.

We’ll also continue to adapt our business model. We’re looking at ways we can evolve from time and materials billing toward more productized services and value-based pricing. Packaging solutions like discovery and design sprints, MVP projects, and application modernization into defined offerings with predictable outcomes. This shift to selling solutions creates more alignment with our clients’ business goals.

Ultimately, our goal is to help businesses harness AI, just as we’ve done within MorelandConnect. The Midwest has traditionally been America’s building ground… manufacturing, infrastructure, industry. With AI, we’re reclaiming that heritage for the digital age. We’re proving that fearless innovation doesn’t just happen on the coasts; it’s midwest made.

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MorelandConnect’s AI journey highlights how proactive innovation can turn disruption into opportunity. By embedding AI into its operations, the company has not only future-proofed its business but is now helping others do the same.

With AI evolving rapidly, Wray’s message is clear: Don’t fear AI – embrace it, experiment with it, and use it to create something even better.

Learn more about MorelandConnect.

Connect with Justin Wray on LinkedIn.

Ohio Tech News