AI in Business

When you create something that genuinely makes someone else happy, it always feels good. I feel that when campaigns turn out to work, when a sharper positioning suddenly lands, but also when it comes to automation. Maybe especially with automation, because then you are not only making something smarter. You are making someone’s working day lighter. That is why I decided to help my childhood friend Koen. Koen inspects houses with his company Gewoon Koen (Normal Koen). And anyo

I did not start with the idea of replacing myself. That was never the point. I did not sit down one day and think: how can I build a digital version of Ben so I no longer have to show up? The thought was much more innocent than that, and also more interesting. What would happen if AI was not only fed with information, but with a way of looking? Not just articles, frameworks and methods, but also tone, rhythm, questions, beliefs, boundaries, irritation with vague answers, and

AI Ben surprised me again. Not because the avatar looked realistic. Not because the voice worked. Not because the technology did something flashy. This time it was much simpler than that. After every session, someone can receive a transcript of the conversation. Someone I coach sent me one of those transcripts, and for the first time I could read how a conversation with AI Ben had actually unfolded from the inside. The conversation was about setting boundaries. At least, that

I still remember typing the final words of the manuscript for my first book on a Thai beach almost twenty years ago. In the weeks before, the words about how I looked at entrepreneurship, business and companies had poured onto the screen like a waterfall. AI as we know it today did not exist. Making spelling mistakes did. So I knew a good editor would still have to go through it, but that was not my main problem. The real problem was whether I dared to let anyone read it. Bec

Everyone is talking about AI, and more and more people are using it every day. Yet for many companies, the real added value still remains surprisingly limited. This is especially true for SMEs, where many entrepreneurs are struggling to keep up. But to be fair, medium-sized and large companies often do not perform much better. They may have more tools, pilots and presentations, but that does not mean AI is truly integrated into the way the company works, serves customers, mak

I write a lot about entrepreneurship, leadership, strategy and personal choices. But besides my work as an executive coach, I am also a partner at WeMindd, an agency that has evolved from a traditional advertising agency into an AI-native solutions partner. For me, that is not a separate technical detour, but an extension of how I look at entrepreneurship. AI forces entrepreneurs to rethink their business model, processes, costs, people and future. In that role, less than a y

I still remember the first time I decided to take singing lessons. It was years ago, together with my former wife. I had asked for the lesson myself, so there was no one to blame, but the moment the teacher looked at me and asked, “Do you ever sing?” I immediately felt something tighten in my body. “Yes,” I said. “In the shower. Or in the car when I am alone.” She smiled and said, “Good. Then let me hear something.” The shivers went through my whole body. Me? Singing in front

I was sceptical. Not cynical. But sceptical. Because I see plenty of AI projects go by where the technology shouts louder than the substance. And honestly, I was not convinced that mine would be any different. Yet I did it. I started building something I have come to call AI Ben. AI Ben is an AI conversation partner for entrepreneurs, leaders and professionals who want to sharpen business ideas, prepare difficult conversations, test a pitch, organise their thoughts or create

AI is everywhere. In presentations, news articles, tools, demos, and promises. Most of the conversation is about speed, efficiency, and scale. About everything AI can automate. About how smart it sounds. About how quickly it gives an answer. But that is not the question that interests me most. The question that really matters is much more concrete: when does AI become genuinely useful for a person who needs clarity, direction, or sharper thinking? Because that is where the di

I do not believe AI coaching becomes stronger by pretending it can do everything. That is exactly where many AI projects lose me. They make the promise too big, too fast. Suddenly AI becomes your coach, therapist, strategist, mentor, business partner, doctor, financial advisor and spiritual guide in one convenient interface. That may sound impressive in a demo, but in real life it creates the wrong kind of trust. AI becomes more valuable when it knows what it is good at, and

The rise of artificial intelligence (AI) sparks divided opinions. Some see it as the harbinger of our downfall, while others view it as the breakthrough humanity needs to tackle global challenges. This debate mirrors the skepticism seen during the introduction of mobile phones. In 1999, the majority of people stated they didn’t want a mobile phone. Yet, by 2002, over 50% of people in Western countries owned one. I believe AI brings both opportunities and threats. Yes, there a