His focus is clear: rather than chasing trends, it’s about making AI work for real-world challenges. We sat down with him for a chat about building AI teams, avoiding common pitfalls, and using AI to address actual business needs.
Building a strong AI team
Jackie recalls that back when people first started talking about AI, it seemed like a revolutionary new tool, but most companies had no idea how to approach it or put it to good use. It was this gap in knowledge that inspired him to document his experience in the form of a book.
“When I wrote the book, my main focus was on how to build a great AI team,” he explains. “One of the standout figures in my career is Stefan Schoonbrood from MbarQ, the first data scientist I ever hired. In many ways, Stefan is almost like a character in the book—he represents what it takes to succeed in the field.”
Jackies’ approach to hiring a data scientist, included asking candidates to work with open data and then come back with a story. “It’s not just about knowing the science behind AI,” he says, “but how a data scientist can translate that knowledge into something the organization can use.” For Jackie, this blend of communication skills and technical expertise is what separates a good AI team from a great one. It’s about making AI work for the business, not the other way around.
Recognizing the untapped potential
And having humans make AI work is the biggest challenge for organizations trying to implement it. Jackie believes AI still holds untapped potential in three main areas: personal productivity, process optimization, and innovation. “The first thing I see is how AI can boost individual productivity,” he says. Tools like Copilot or ChatGPT are great examples, but many people are still figuring out how to use them effectively. “We have to learn when to trust the AI, when to double-check, and which tasks are best suited for it,” he explains.
The second big opportunity lies in streamlining processes and improving customer service. “Companies should be looking at their operations and asking: how can AI make this smoother? This is especially true for things like contract negotiations or routine tasks, where AI can help save time and reduce errors. I believe that organizations should treat this just like they approached digital transformation years ago.”
Finally, there’s innovation. While we haven’t yet seen a ‘killer app’ for generative AI, Jackie sees plenty of small improvements that are already making a difference. “It’s not always about big breakthroughs, but about making things simpler and combining processes in smarter ways. Every company should stay focused on their core mission and think about how AI can help them do what they do best, only better,” he adds.
Every AI journey starts with a strategy
Jackie emphasizes the importance of having a clear strategy before diving into AI projects. “Start by identifying what your organization really needs,” he advises. “Then figure out how AI can fit into that. Companies need to stop making the same mistake they always do when there’s a new hype—rushing in without a plan, only to be disappointed when the technology doesn’t live up to its lofty promises.”
He recommends thinking about AI in stages, depending on where the organization is on its journey to AI maturity. “For companies just starting out, the focus should be on exploring AI’s possibilities, like how it can streamline operations or improve customer service. As organizations progress, their approach to AI should become more structured. Once you’ve established where AI can add value, the next step is scaling and integrating it into more processes.”
It’s unrealistic to expect every company to do this alone. “I’m very excited about companies like MbarQ, which lead the way by guiding organizations toward a successful strategy,” Jackie says. “They know which processes to target and ensure your organization has the tools and infrastructure to succeed. We all know you can’t miss the boat on AI, but that doesn’t mean you know how to navigate the waves,” he concludes.
Curious about a practical framework for how AI can already strategically strengthen organizations today – in a human-centered and sustainable way?
Check out our CIO Bookclub and join an inspiring session with Jackie about his first book (AI: de hype voorbij)