An interview with AI expert Hans Schuurmans: AI should make us more human, not less.

1) Interaction between people and brands

Hans, you once said: "The interaction between people and brands is changing faster than we can keep up with." How do you see AI's role in this new reality? What exactly is changing in how brands position themselves in an increasingly digital world?

Hans Schuurmans:

The speed at which AI is transforming our world is unprecedented. Where we used to talk about brand loyalty being built over decades, we now find ourselves in a real-time era. Brands must constantly reinvent what they stand for, not just through what they say but also by how they listen. AI enables us to instantly understand what consumers and organizations think, feel, and expect. But keep in mind, this doesn’t mean that AI takes over brand strategy. It remains a tool. Vision and creativity are still human. Brands that fail to recognize this will eventually lose their soul.

What we are seeing is that AI forces brands to be proactive. As a company, you can no longer wait for a trend, you have to be the trend. The speed at which AI identifies patterns and takes action creates a new dynamic, where brands can almost predict the future. The digital world demands a constantly flexible identity. This means brands must evolve from static constructs to dynamic ecosystems. It’s not only challenging, but also necessary.

3) The future of AI

When we talk about the future of AI, what can we expect? What major changes do you see on the horizon, and what can we no longer ignore?

Hans Schuurmans:

The future of AI goes beyond what we dare to imagine today. We will have digital colleagues working alongside humans, not just chatbots but real digital employees. These will not only take over simple tasks but also contribute to creative and strategic processes. Organizations need to start integrating AI now to be prepared for these changes.

4) Advice on approaching AI

That sounds like a massive change. What final advice would you give to organizations that are at the beginning of their AI journey and are unsure where to start?

Hans Schuurmans:

Start small, but think big. Begin with areas where AI can add immediate value, such as administrative processes or customer service. Consider also hiring a digital employee to quickly gain experience. However, the most important thing is to have a solid foundation. Just like Human Digital aims for, make sure that people always remain the priority: People First. AI is a powerful tool, but ultimately, it’s the people who decide what to do with it. Organizations that embrace AI as an extension of their humanity—not as a replacement—will reap the greatest benefits. We are on the brink of a world where technology not only supports but becomes an integral part of the culture, vision, and strategy of every company. Those who don’t adapt now will find it hard to catch up later.

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