Rethinking work.
Rebuilding intelligence.
Rediscovering potential.
What REWORK is
This is not automation.
It’s augmentation.
This is not an IT service.
It’s a shift in how we think about work, people, and intelligence.
Why it matters
REWORK is Retoba’s core service and principle — the belief that work is being fundamentally redefined.
Not optimized.
Not streamlined.
But rewritten.
We create custom AI assistants that help people navigate this shift — intelligently, confidently, and with purpose.
What we build
Assistants that are not off-the-shelf tools or chatbots.
They are trained, human-aware collaborators.
Built specifically for your company.
Designed to support your people in the way they actually work.
They guide.
They teach.
They evolve.
And most importantly — they empower.
Why REWORK
Because work today is broken.
We’re overwhelmed with tools, but underwhelmed by impact.
We automate the wrong things, and overlook human potential.
We measure hours instead of value.
What REWORK means
REWORK means:
- Giving teams intelligent guidance, not just more software.
- Building AI that speaks your language, not just generic code.
- Helping people grow with technology, not around it.
- Designing collaboration between humans and machines — not replacement.
What it looks like
What does REWORK look like?
An assistant that helps your team understand complex systems.
A digital guide that onboards new employees and accelerates learning.
A strategic partner that supports leaders in making better decisions.
A role-specific, always-available support system — built to reflect your goals, your workflows, and your internal culture.
How we work
We don’t build integrations.
We build assistants that teach your people how to integrate.
Step by step.
In your environment.
At their pace.
This is how companies build internal capability — not external dependency.
Bigger picture
Because we’re not just building assistants.
We’re helping companies navigate the shift into an AI-first era — one defined not by fear of change, but by clarity, confidence, and intelligent collaboration.
REWORK is not a product
It’s a mindset.
A system.
A design approach to meaningful, intelligent, and human-centered work.
If you, your team, or your entire organization is ready to leave behind the old way of working — Retoba is ready to build what comes next.
With you. And for you.
About the Author of REWORK
Simon Cetin
Founder of Retoba
Co-founder & Partner at iPROM
Simon Cetin is the author of the REWORK concept and a lifelong explorer of the future of work.
As the founder of Retoba and co-founder and partner at iPROM, Simon has been shaping the evolution of the digital landscape for over 25 years. He is one of the pioneers of digital media, marketing, and communication in Europe, known for his visionary approach to technology, business models, and human-centric leadership.
His work has consistently pushed boundaries — from building innovative marketing strategies to designing new communication systems and organizational structures. REWORK is a natural continuation of that path: a call to rethink work from the ground up.
Simon is a dedicated researcher in the field of robotization and artificial intelligence, with a special focus on large language models (LLMs). He believes the future is AI-powered — but it will belong to those who combine intelligence with empathy, clarity, and courage.
Outside of his professional work, Simon’s life is rooted in family, nature, and exploration. His love of diving, mountaineering, travel, and adventure reflects a worldview grounded in curiosity, balance, and intensity — the same principles that drive his work in business and beyond.