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Most organizations use AI as an individual productivity tool. One person working in one chat window, getting things done faster. And yes, that works — so by all means, keep doing it. But it doesn't scale, even where it could. The real productivity gains are elsewhere: at the boundaries between people, roles, and departments. Exactly where context is still lost every day.

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Erik werkt sinds 2012 in marketing en digitale strategie. Bij Think again onderzoekt hij hoe AI de manier waarop we werken en het marketingvak fundamenteel verandert.