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Welcome to a special episode of AI Unscripted, recorded during our recent strategy session in Antwerp. This conversation brings together leading voices to explore the urgency, risks, and opportunities of the AI revolution—and what it means for your business, your teams, and the future of work.

Panelists Xavier Verhaeghe, Rik Vera, Joris Van Der Gucht and Prof. Dr. Ann Nowé draw compelling parallels between the current AI wave and the early days of the internet, noting that AI is an active, rapidly evolving tool that demands swift action from organisations. Unlike previous technological shifts, AI’s accessibility allows even small teams to build impactful products quickly, reducing barriers to innovation and enabling a new generation of creators.

The discussion highlights the importance of responsible AI adoption, focusing on transparency, explainability, and the need for interdisciplinary collaboration. Social scientists and technologists are working together to address bias and make sure AI aligns with human values. Human input remains essential, guiding AI systems and validating their outcomes, especially as large language models become more prevalent in business and daily life.

Real-world examples showcase how AI’s reshaping industries, from gaming—where AI enhances user engagement—to professional services—where clients increasingly seek validation of AI-generated advice. The panel acknowledged the unpredictable pace of AI’s evolution, urging leaders to foster a growth mindset and embrace experimentation.

Ultimately, the session underscores the critical role of leadership in navigating AI-driven change. Storytelling, vision, and engagement are key to overcoming resistance and making sure organisations thrive ethically and responsibly in the age of AI.

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What does it take to reinvent a bank for the AI era? In this episode, we sit down with Johan Thijs, CEO of KBC Group, who shares how his background in applied mathematics and actuarial science shaped a bold, data-driven strategy for one of Europe’s leading financial institutions.

Johan explains how KBC’s virtual assistant, Kate, was designed to proactively solve customer problems, not just answer questions. The goal: zero hassle, zero friction, and instant solutions—like blocking a lost credit card and issuing a new one in minutes, all without human intervention. He demystifies the investment behind Kate, clarifying that the real cost lies in the infrastructure, not the AI itself, and shares how initial skepticism from staff gave way to widespread adoption as the benefits became clear.

We challenge the common view that AI is just for back-office efficiency. Johan argues that starting with customer-facing solutions delivers the biggest impact, and that KBC’s approach—using AI first to drive sales and value—helped secure buy-in and measurable returns. He warns that Europe risks falling behind global tech giants unless it gets smarter about data sharing and regulation and stresses the importance of trust: KBC never sells customer data, using it only to personalize and anticipate needs.

Johan also shares his optimism for the future, urging everyone to keep learning as AI reshapes cognitive work. He highlights KBC’s internal AI-powered training platform, Stipple, which helps staff match their skills to future roles. The episode closes with practical advice: focus on customer needs, adapt as technology evolves, and embrace the blend of human and machine intelligence. If you want to see how AI can transform not just processes but the entire customer experience, this conversation is essential for listening.

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What if the quickest route to AI success isn't about building new systems. We sit down with Thierry Geerts, CEO of Beci, Brussels Chamber of Commerce and former Google Belgium director, to explore why small businesses in Brussels might be better placed than large corporations to harness AI's potential right now. Thierry argues convincingly for practical use over invention, suggesting that the region's high wages and pragmatic talent make ready-made AI tools a strategic advantage.

We challenge the myths surrounding AI-driven job loss and examine the Brussels labour market with fresh data. Thierry reveals how his team used AI to uncover around 100,000 open positions—showing that the job gap is more about discovery and matching than scarcity. From automated translation that prepares businesses for export to AI copilots enhancing customer relationships, he explains how leaders should view AI as an opportunity first, then a tool for efficiency. The key is adoption: empower your team, redesign workflows, and measure the gains so that time saved translates into value created.

Thierry also introduces Homo Digitalis, a mindset recognising that employees already engage with AI in their personal lives. Companies that restrict tools at work create a cultural mismatch and lose momentum. We discuss what Belgium needs next — not another hype cycle, but a clear AI master plan connecting universities, policy, and businesses for long-term value. Looking five years ahead, AI should feel as familiar as your smartphone—some teams will lead because they started small, learned quickly, and expanded what worked. If you're seeking a plan that's grounded, measurable, and human-centred, this conversation is your guide.

Join us and listen to all episodes on www.pwc.be/aiunscripted