About Kyle Holloway
Kyle Holloway is the Director of Engineering at BRINK, where he leads the development of scalable, future-ready digital products and user interfaces. With over 15 years of experience in front-end development, branding, and UI/UX design, he specializes in modern architectures like MACH, ensuring companies can innovate rapidly, integrate emerging technologies like AI, and build seamless customer experiences.
The technology landscape is evolving faster than ever, and businesses must adapt quickly to stay competitive. We sat down with Kyle Holloway, BRINK’s Director of Engineering, to explore how companies can future-proof their digital strategies, scale efficiently, and integrate emerging technologies like AI — without being held back by outdated systems. Here’s what he had to say.
Today’s executives face rapid shifts in digital expectations. How can MACH help solve their biggest challenges?
Kyle Holloway: “Businesses today need digital solutions that are flexible, scalable, and responsive to change. Many companies struggle with outdated, rigid technology stacks that slow innovation and make it costly to adapt. MACH (Microservices, API-first, Cloud-native, Headless) is a modern architectural approach that enables businesses to break free from these limitations. By adopting MACH, organizations can integrate best-in-class technologies, innovate faster, and enhance customer experiences—without being locked into monolithic platforms.”
What are the real business risks of sticking with legacy technology?
Kyle Holloway: “Legacy platforms can create hidden costs and operational inefficiencies. For example, companies relying on monolithic systems often face lengthy and expensive upgrades, limited integration capabilities, and scalability issues. A business that can’t quickly implement new features or adapt to market changes risks falling behind competitors. MACH helps mitigate these risks by enabling modular, incremental improvements rather than costly, full-system overhauls.”
Can you share an example of how companies benefit from transitioning to MACH?
Kyle Holloway: “Absolutely. I’ve done a lot of work in the quick-service restaurant (QSR) industry, and I’ve seen a number of global QSR brands struggle with their white-labeled digital ordering platforms. Their monolithic systems made it difficult to customize experiences, implement personalization, drive technical innovation, enhance the ordering process, and build loyalty platforms. By adopting MACH, they were able to:
- Deploy independent microservices for menu updates, pricing, and loyalty programs, making improvements without disrupting the entire system.
- Use an API-first approach to seamlessly integrate with third-party delivery services and payment platforms.
- Leverage cloud-native scalability to handle high-demand periods without downtime.
- Implement a headless CMS to personalize customer experiences across different regions.
How does a company know when it’s the right time to transition to MACH?
Kyle Holloway: “MACH is ideal for organizations that need agility and scalability to compete in digital markets. If your company is experiencing slow development cycles, high maintenance costs, or challenges integrating new technologies, it may be time to explore MACH. However, smaller businesses with simpler needs may not require this level of modularity just yet. The key is aligning technology investment with business strategy.”
With the rise of generative AI, how does MACH architecture help businesses leverage AI-driven solutions?
Kyle Holloway: “Generative AI is changing the way businesses engage with customers, automate content, and drive personalization. MACH makes AI adoption seamless by enabling businesses to integrate AI-driven tools into their existing tech stacks. Since MACH is API-first and modular, companies can deploy AI-powered chatbots, recommendation engines, or automated workflows without reengineering their entire system. Cloud-native scalability ensures AI applications can run efficiently, while headless CMS platforms enable businesses to dynamically update AI-generated content across different channels. Essentially, MACH provides the technological foundation that allows organizations to experiment with AI, scale its use, and future-proof their digital strategies.”
What should companies consider before adopting MACH?
Kyle Holloway: “Transitioning to MACH requires a well-planned strategy and the right technical expertise. Businesses should consider:
- The need for skilled engineers who can manage a decentralized technology ecosystem.
- A digital roadmap that aligns with long-term business objectives.
- Selecting cloud service providers that support scalability and security.”
How does MACH integrate with existing digital strategies?
Kyle Holloway: “MACH isn’t an all-or-nothing shift; it can integrate with existing digital experience strategies. Companies can selectively adopt MACH principles to enhance specific capabilities — such as customer personalization, content delivery, or commerce — without overhauling their entire system. This makes it a pragmatic choice for organizations looking to modernize gradually while maintaining operational stability. While DXPs provide a comprehensive ecosystem for managing content and customer engagement, MACH offers the flexibility to customize and integrate best-in-class solutions. Businesses can use MACH principles to enhance their DXP capabilities, ensuring they have the agility to meet evolving customer demands.”
What’s the key takeaway for executives considering MACH?
Kyle Holloway: “MACH isn’t just a technology choice — it’s a business enabler. It empowers organizations to innovate, scale, and respond to market demands with greater agility. By moving away from rigid legacy systems, companies can future-proof their technology stacks and gain a competitive edge in digital transformation.”
Ready to Future-proof Your Digital Strategy?
Whether you’re looking to break free from legacy systems, integrate AI-driven solutions, or build a more agile technology stack, BRINK can help.
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