AI Opinie

The Netherlands lacks AI urgency: time to get leaders and employees moving

Job van den Berg

February 1, 2026

min read

The Netherlands lacks AI urgency: time to get leaders and employees moving

The problem isn't in our infrastructure or a lack of talent; it's a lack of urgency.

Only 22.7 percent of Dutch companies with ten or more employees used one or more AI technologies in 2024. Although this is a growth of almost nine percentage points compared to 2023 (source: CBS), it still stands out sharply against the speed at which the rest of the world is changing. ‍The problem isn't in our infrastructure or a lack of talent; it's in lack of urgency. We see that brake on two levels.

1. The wait-and-see attitude at the top

Many Dutch directors still argue: “First, wait and see for AI to prove itself.” This attitude was already risky in previous technological waves; with AI, delay is fatal. From day one, new market entrants are building business models where AI is the starting point. They innovate because it's possible — not only when you really have to. When an established player finally wants to move along, market share and margin are often already taken away.

2. Too casual adoption in the workplace

Even within teams, the drive to really embed AI in daily work is often lacking. A one-off prompt course or a mandatory tool demo does not change behavior structurally. EY research shows that only 66 percent of Dutch employees has experience with AI applications; in countries such as Spain and Switzerland, this is above eighty percent. HEY

Intrinsic motivation only occurs when employees discover for themselves how AI can make their work more fun, faster and more creative. This requires a safe space for experimentation, continuous micro-learning and a culture where successes and failures are openly shared.

This is how you do build on AI ambition

Connect AI to strategic goals. Explain how a faster time-to-market, higher NPS, or lower costs directly depend on smart use of AI.
Mandate one leader. Appoint a Chief AI & Data Officer with budget and control; without ownership, AI remains a marginal hobby.
Start small, scale fast. Choose a handful of processes with a lot of data and visible impact — for example, predictive maintenance or customer service automation — and measure hard dollars and soft KPIs.
Make learning permanent. Set up an internal AI academy, organize lunch & learns, and let champions share best practices. Continuity prevails over a 'stick behind the door'.
Anchor trust and governance. Establish clear ethics and privacy guidelines so that everyone can experiment safely without causing proliferation.

Conclusion

The Netherlands has the knowledge, the data infrastructure and a vibrant start-up climate, but is missing opportunities because there is no urgency. Companies that accelerate now benefit from an advantage; companies that wait and see run the risk of being overtaken by more flexible competitors — from home and far beyond.

What is your organization doing this month to create AI urgency? Share your plans or successes; together, we can raise the bar for the Netherlands.