The programme opened with a series of keynotes addressing both the opportunities and the challenges of artificial intelligence. Jesse Weltevreden, professor of Digital Commerce at the Amsterdam University of Applied Sciences and programme director of RAAIT, outlined the latest developments in AI and showed how organisations are increasingly experimenting with generative AI, smart assistants and AI-driven customer interactions. He stressed that technology is only successful when it genuinely adds value for both organisations and users.

Suzan Verberne, professor at Leiden University, focused her keynote on the role of conversational AI. Drawing on research and practical examples, she illustrated how chat and voice bots can support organisations in customer contact, service delivery and internal processes. At the same time, she emphasised that technology cannot replace human interaction in all situations, and that finding the right balance between automation and personal contact is essential for successful implementation. A notable contribution came from Max Helmantel and Stijn Smit, who demonstrated how AI is shaping the future of music in retail and how music can influence consumer behaviour, experience and purchasing decisions.

Following the keynotes, participants took part in eight interactive workshops, designed to be accessible for both beginners and experienced AI users. Topics ranged from practical training in generative AI and prompting to conversational AI, customer contact, marketing, change management and ethical questions. During the sessions, practical examples were shared by organisations including bol, PostNL, ZorgDomein and De Rode Winkel, illustrating how AI can be used to improve processes and support employees without losing sight of the human scale.

A recurring theme throughout the day was that successful AI implementation goes beyond technology alone. Participants explored questions such as: when is a chatbot genuinely useful, when does a customer need personal contact, and how can AI support employees rather than replace them? The combination of technological innovation and human expertise proved to be a key insight for many attendees. Participant responses indicated that the event contributed to a broader understanding of AI as well as a deeper appreciation of the organisational, ethical and human aspects involved in its deployment. By bringing together professionals from retail, marketing, customer service, education and small and medium-sized businesses, the event served as a platform for knowledge sharing and collaboration between research and practice.