A strong AI foundation requires more than algorithms—it needs resilient infrastructure. Organizations benefit from modular, open systems that adapt across environments. Cloud and on-prem flexibility offers control, while support for MLOps, data pipelines, and agent architectures ensures continuity. Leveraging open-source and scalable frameworks keeps AI initiatives agile, secure, and future-ready.
Design AI
Turning potential into impact
Empowering organizations through responsible AI innovation
Objective AI Design enables organizations to align artificial intelligence initiatives with strategic goals, ensuring that AI becomes a core part of business transformation rather than a standalone experiment. This involves rethinking value propositions and business models to leverage AI’s potential in creating competitive advantage, improving efficiency, managing risk, and enabling innovation. Strategic tools like AI transformation canvases help organizations contextualize societal, regulatory, and market changes and adapt their offerings accordingly.
At the operational level, successful AI design focuses on process optimization and human experience. Rather than seeking full automation, modern AI systems are designed to collaborate with people, enhancing their abilities and supporting complex decision-making. Applications prioritize intuitive interaction, transparency, and adaptability, making AI more effective and trustworthy in everyday business processes.
Aligning intelligence with intention
At the heart of modern digital transformation lies a clear imperative: AI is not just another technology—it is a structural enabler of change. Our approach empowers organizations to turn ambition into action with a focus on strategic alignment, operational efficiency, and human-centered solutions.
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AI Business Model & Value Proposition Design
AI offers more than automation—it opens the door to entirely new business models. Organizations can reimagine their value propositions for an AI-driven world by identifying where AI can create a competitive edge, reduce risk, or unlock new revenue opportunities.
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Process Improvement Analysis
Real transformation begins with operational excellence. By combining bottom-up exploration with structured prioritization, organizations can identify areas where AI delivers measurable results.
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Human Experience (HX) & Application Design
AI should enhance people, not replace them. Organizations that adopt a Human Experience (HX) design mindset ensure their AI systems are intuitive, transparent, and collaborative. So AI becomes not just a tool, but a trusted partner—encouraging adoption through usability and relevance.
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AI Architecture & Infrastructure Design
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Ethical and Lawful AI Design
Responsible AI isn’t optional—it’s essential. By integrating ethical and legal principles throughout development, organizations build trust and accountability. This involves addressing bias, safeguarding data privacy, complying with regulations, and using resources sustainably. Responsible AI becomes the foundation for systems that are transparent, compliant, and aligned with core values.
Unbullshitting AI
AI is transforming the way we innovate, collaborate, and solve real-world problems. In this thought-provoking discussion between Martijn Arts & Michel Herquet, explore the evolution of AI models like GPT-4, practical applications for businesses, the integration of AI in design processes as well as AI ethics.
Case stories
