Intercom has undertaken a significant transformation in its frontend engineering approach by transitioning from Ember to React, driven by the need to enhance productivity and adopt modern tools. Initially, Ember was chosen for its strong, opinionated framework, which supported rapid decision-making and problem-solving. However, by 2023, the limitations of the outdated framework, such as lengthy build times and stagnation in adopting new technologies, necessitated a change. The decision to switch to React was based on its existing integration in Intercom's infrastructure, extensive ecosystem, and compatibility with AI-driven tools that are integral to the company's future. This strategic move, dubbed “The Future of Frontend,” is aimed at doubling productivity by reducing friction and leveraging AI to enhance developer efficiency, with React now being the default for new UI developments. The transition has already shown positive results, with faster build times, increased developer satisfaction, and a substantial number of new features being shipped. Intercom sees this shift not just as a change in technology, but as a critical step towards fostering innovation and maintaining high standards in its engineering practices, with an ongoing invitation for engineers to join their ambitious journey.