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.