SRAM's AD division functions as a sort of 'Q Branch' for cycling, exploring and prototyping innovative ideas, some of which become successful products while others remain in the prototype phase. The division operates independently, allowing for exploration without strict deadlines. One example is the development of the Flight Attendant system, which took nearly five years of solo work by one engineer.
Initially, SRAM focused on Grip Shift technology, leading to an arms race with Shimano. Realizing this focus wasn't beneficial, the company shifted towards becoming a 'shifter company'. This change led to significant breakthroughs.
The DoubleTap shifting technology, now a staple of SRAM's road groupsets, initially received negative feedback. Despite being initially dismissed as a 'stupid idea', after testing, it became a key feature driving the design of entire road groupsets.