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This case study examines the integration and the multifaceted role of technology in the Digiturn workplace, a multinational high-tech startup specialized in digital product development and online presence solutions for small and medium-sized enterprises (SMEs). It discusses characteristic of knowledge work in IT industry and in particular for high-tech startups. The case highlights the tension between the need for standardization to ensure efficiency and the desire for flexibility to accommodate individual work styles and cultural differences. This case study contributes to the literature on digital collaboration in multicultural startup environments, offering insights into the strategies for successfully managing at distance multicultural global virtual teams in a way that respects cultural diversity and promotes inclusive engagement. It also provides practical implications for managers and HR professionals in similar contexts, emphasizing the role of HR in guiding digital transformation and shaping company culture in the digital age. The case be used to discuss implications of use of digital technologies and AI in the workplace (eg trust, ethics or based on Nordic Nine values).