Maartje Keulen
Founder & AI Strategist at CAL | CTRL+ALT+LEAD
Maastricht, The Netherlands
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Maartje Keulen is an AI and data expert with over 10 years of hands-on experience implementing data & AI solutions across manufacturing, finance, and enterprise organizations. As co-founder of CTRL+ALT+LEAD, she helps companies move from AI experiments to production systems that deliver measurable business value. A competitive athlete still performing at the highest level, Maartje applies high-performance sports principles to technology adoption, advocating for learning-by-doing cultures where teams build real AI capability through iteration rather than theory. Based in the Netherlands, she speaks regularly on practical AI implementation, organizational change, and scaling AI beyond IT departments.
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The Athlete’s Mindset for AI: Learning by Doing
You don’t learn AI from a book — you learn it by doing. Successful organisations ensure that everyone, not just IT, can work with AI and technology. As a former competitive athlete, Maartje knows that progress comes from trying, failing and adjusting — the same mindset needed to build real AI capability. Based on more than ten years implementing AI and data solutions, she shares what truly works, why so many initiatives still deliver little value, and how to move from separate tools to measurable, scalable business results.
AI Implementation Bootcamp: Hands-On Workshop (part 2)
Stop theorizing and start doing. This hands-on workshop takes you through the complete lifecycle of implementing a practical AI solution, from business case to deployed model. Working in small teams, you'll tackle a real-world scenario, make architectural decisions, confront common pitfalls, and learn what actually matters when deploying AI that delivers business value.
This is not another tutorial on running models. You'll work through the organizational, technical, and operational challenges that determine whether AI projects succeed or fail, with guidance from someone who has implemented solutions across manufacturing, finance, and enterprise sectors.
Dutch AI Conference 2026 Sessionize Event
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