AI Workflows Cut Time to Market by Up to 30%: Here’s What’s Changing

Teams using AI-driven workflows report 16% to 30% faster time to market, according to McKinsey & Company’s 2025 research.

That’s real speed in how software and digital experiences go from idea to release.

And it shows up in quicker campaigns, faster launches, and more room to test ideas without driving up costs.

With the launch of AI‑assisted design platforms like Omma by Spline, which turns prompts into production-ready interactive 3D experiences, teams are beginning to put those workflow gains into practice.

“Omma unlocks something pretty fundamental: the ability to go from an idea to a live, interactive web experience in minutes instead of weeks,” says Caroline Mack, co-founder and COO, at Spline.

In an exclusive interview with DesignRush, Mack shares how teams can move from concept to production-ready output faster.

She also explains how to eliminate the usual delays between design and development.

From Concept to Live Experience, No Handoff Required

This bottleneck is common: teams spend weeks debating visual direction instead of testing actual experiences.

Mack says Omma lets teams skip the handoff process by turning concepts into working, editable prototypes immediately.

“Teams can refine the experience conversationally or through direct manipulation until it meets client expectations," Mack says.

"That means what you present is not a representation of the idea, it is the interactive product already.”

This aligns with McKinsey & Company’s finding that top-performing AI-driven software organizations outperform peers by up to 15 percentage points across metrics like software quality, time to market, and customer experience.

And Omma achieves this by letting teams generate live, interactive web experiences directly from prompts, including 3D assets, motion design, animation, UI components, images, and video.

Teams can drop in a static asset, a dataset, or even a public URL, and Omma turns it into a fully interactive, production-ready scene.

From there, the workflow differs from traditional processes in three big ways:

1. Iteration on the real product: Teams refine experiences in real time using natural language prompts or direct editing. Motion, lighting, or layout can be adjusted instantly.
2. Production-ready output from the start: The concept isn’t a deck or a prototype. It’s a live experience ready to share, test, or publish immediately.
   Integration with existing tools: Teams can keep using Figma, video software, or CMS systems.
3. Omma sits between design and production, cutting out translation steps while keeping existing tools and talent in play.

The payoff is immediate because teams move faster as they aren’t sitting around waiting for handoffs between design and development.

And creative differentiation improves since static slides or videos no longer limit what’s possible.

It’s like handing over a prototype that’s already alive, where the idea can be explored and tested in real time.

AI Design Workflow From Concept to Launch

The workflow cuts weeks of back-and-forth down to minutes.

Agencies get through pitches faster and keep costs under control, and brand teams can roll out campaigns quickly and try new ideas without spending more.

Mack walks through a typical agency workflow:

1. Start with a campaign microsite showcasing a new product.
2. The creative idea is entered into Omma as a description, and the AI produces a working interactive scene.
3. Feedback such as “make this feel more premium” or “slow this transition down” immediately updates the experience.
4. Designers refine branding, layouts, and interactions using Omma’s editor.
5. The output is live and shareable, no static deck required.
6. Once approved, the same assets can be published or exported into existing websites.

This process lets ideas move from concept to client-ready faster than ever.

A client needing to showcase a complex membership offering used to wait weeks for static mockups, internal testing, and handoffs to developers.

With Omma, interactive experiences are created from the start, and pacing, visual style, and interactions can be fine-tuned in real time to match brand standards before launch.

This means that interactive experiences can increase engagement because audiences participate instead of just watching.

For example, a Salesforce-commissioned Forrester Consulting report found a 43% conversion lift for a U.S. furniture retailer after improving digital experience execution, showing that interactive content directly increased sales.

Mack notes that designers are now acting like builders, moving past just sketching and prototyping before passing things off to developers.

“With Omma, design concepts can be shipped as real interactive product experiences with rapid iteration through a conversational interface," Mack says.

"Omma is as close to magic as it's ever felt to build digital experiences.”

What This Means for Brands and Agencies

With designers taking on builder roles, teams get faster, more efficient results across projects, producing benefits in four areas:

1. Engineering productivity: High AI adoption (75% to 100% of developers using tools three or more days per week) is associated with 2.2 pull requests per engineer per week, nearly double the 1.12 at low-adoption firms.
2. Cost efficiency: Finance teams using agentic AI report a 16.4% reduction in cost per analysis request over two years, based on Forrester Consulting survey data.
3. Workplace productivity: Users of Microsoft 365 E3, Microsoft’s enterprise productivity suite, save more than 70 hours per year.
4. Conversion and retention: Brands using digital experience analytics frequently see 10% higher mobile conversion and a 17% lift among returning visitors.

It’s important to mention that the advantage doesn’t come from the AI itself; it comes from how teams use it.

Agencies and brands see stronger results when they continuously iterate on real, interactive experiences. One-time generation limits speed, quality, and creative output.

So, Omma acts as a bridge, not a replacement.

Designers become builders, engineers spend less time interpreting static designs, and product teams can validate ideas directly with users.

Over time, moving quickly from concept to execution compounds, making the gap between traditional workflows and AI-driven workflows increasingly clear.

A closer look comes from Lepisov Branding, where Dmitrii Lepisov and Arthur Skripnik used Spline to build a more dimensional, real-time brand system for Hermetica.

Lepisov and Skripnik show how 3D shapes Hermetica’s visual language and how interactivity and real-time tools influence execution:

The move to interactive, AI-assisted workflows is more than a trend.

Teams that make interactive content central to storytelling and structure their processes around it see clear operational gains.

“This becomes a competitive advantage," Mack says.

"Teams that move from idea to execution fastest, while keeping quality high, outperform the rest.”

What sets top-performing teams apart isn’t just having the tool.

They use the right tools to refine real experiences. Stay close to the output, adjust it, and push it further rather than generating it once and moving on.