“We were told the market wasn’t ready yet. Now here we are.”

At a major tech event held at the Jaarbeurs Utrecht, AIMAZE was independently named the Best Tech Startup in the Netherlands. This achievement came in a year when more than 8,000 startups were active. We spoke with co-founder and CTO Jelte Schuurmans about doubt, perseverance, and the moment when everything fell into place.

“Something snapped on stage”

What went through your mind when AIMAZE was announced as the winner?

Jelte: “I was standing there waiting with my colleague Jort, thinking to myself: there’s no way we’re going to win this. There were so many great companies nominated. When they called out our name, it felt as though the past two years had suddenly taken on meaning.”

"You know what's strange? You always think a moment like that would feel huge and epic. But it was mostly… peaceful. As if something had come to a close. As if I could finally breathe for the first time."

Had there been any doubt?

“Of course. Especially in the beginning. We were told the market wasn’t ready for it yet. That it was too soon. And maybe they were right back then. But we could already see it coming. We knew it was on its way. We just had to keep believing when others didn’t see it yet.”

AI that collaborates rather than replaces

You talk about “Digital Employees” instead of AI tools. Why?

Jelte: “Because there’s a huge difference between a tool and a colleague. You use a tool. A colleague thinks along with you, learns your way of working, and picks up on cues. That’s what we build.”

Take our Digital Marketing Specialist, for example. They’ve been specially trained to ensure visibility on AI tools like ChatGPT, Claude, or Perplexity. More and more people are using AI to replace traditional search behavior. Instead of Googling, they ask AI, “Which company can help me with X?”

"Our clients are now being recommended by those AI systems. Not through cheating or manipulation, but because their content, value proposition, and positioning have been optimized in such a way that AI tools recognize them as relevant. The result? Leads coming in without the need for ads."

That sounds ideal. But what actually goes wrong?

“Oh, enough already. AI isn’t perfect. Sometimes it makes mistakes; sometimes it doesn’t quite grasp the context. That’s why we always build systems with a ‘human in the loop’—someone who checks, makes adjustments, and keeps an eye on things. You shouldn’t blindly trust AI. It’s like an employee who needs guidance, especially in the beginning, just like any new colleague.”

Brabant: not Silicon Valley, but perhaps even better

Why is Brabant important to this story?

Jelte: “Because here, technology is developed without all the hype. In Silicon Valley, you get the feeling that everything has to grow, scale up, and go viral. Here in Brabant, we just build. For real companies with real problems.”

“Look at Eindhoven, at the High Tech Campus. That’s not just for show. Those are engineering firms working on chips, medical equipment, and precision machinery. Very practical. And that’s exactly how we see ourselves. We’re not a startup trying to make AI seem sexy. We’re a startup trying to make AI work.”

What does that say about the future of Dutch tech?

“We don’t have to get caught up in the hype. We don’t have to become a unicorn to be relevant. We can build what works, apply it where it’s needed, and make a global impact. That’s our opportunity.”

The marathon is just getting started

You’ve now been named “Best Tech Startup.” How much pressure does that put on you?

Jelte: (laughs) “Yeah, there’s definitely pressure. You don’t want to let people down. But it also gives you a sense of freedom. People take you more seriously. Doors open more easily. Conversations start differently.”

At the same time, we’re still a startup. We still make mistakes. We’re still learning every day. This award isn’t the end goal, but it’s validation that we should keep going.”

What are the biggest challenges for 2026?

“Scaling up without losing our soul. We want to grow, serve more industries, and expand internationally. But not at the expense of quality. Every Digital Employee we build must make a real impact.”

And let’s be honest: finding talent. AI developers who can not only write code but also understand how organizations work. They’re hard to come by. So we invest heavily in training, in our culture, and in building a team that sticks around.”

The call: starting tomorrow

What would you say to companies that are hesitant about AI?

Jelte: “Start small. Choose one process. One task. One problem. And see if AI can make a difference there. You don’t have to overhaul your entire organization.”

“I talk to so many entrepreneurs who say, ‘We’re going to wait a little longer until AI is more mature.’ But in the meantime, they’re falling behind. It’s not about being perfect. It’s about taking action. Every step counts.”

And what can we expect from AIMAZE?

“More autonomy. Sectors where you don’t see us yet. And above all: technology that becomes so second nature that people forget it’s AI. That they simply say, ‘Oh, right, my digital colleague has already taken care of that.’ That is our goal.”

“We’ve proven it can be done. Now we’re going to show just how far it can go.”

http://aimaze.nl/wp-content/uploads/2025/11/Moment-bekendmaking-Tech-Startup.mp4

Everyone works differently. Some, like Sarah, write their own blogs with passion. Tom, on the other hand, uses ChatGPT for the initial draft and then has his Digital Marketing Specialist polish it up. And Lisa? She hands the whole process over with a smile.

At AIMAZE, we’ve noticed that the Digital Marketing Specialist has become our most popular colleague. It’s no surprise: this colleague does exactly what you want. Want to stay in creative control? Great. Want to save time and outsource everything, from writing to publishing on WordPress? That works too.

What really sets this digital colleague apart is that he understands what discoverability means in the age of AI. He automatically fills in all the metadata, optimizes your content for both Google and AI tools, and adds valuable “helpful content” that boosts your visibility.

That way, you don’t have to spend 30 to 40 minutes uploading, setting up, and optimizing a blog. You decide who does what, and your Digital Colleague takes care of the rest.

Whether you're Sarah, Tom, or Lisa, your Digital Marketing Assistant will help you work smarter, save time, and achieve better results.
Want to learn more? Visit www.aimaze.nl and discover what your new colleague can do for you.

https://www.youtube.com/watch?v=eva8RsLZWKs

That’s an interesting question, isn’t it?
Most people know the answer within five seconds.
And that answer often says more about your organization than you think.

Because behind that single task usually lies a bigger problem: a process that takes too much time, drains energy, or keeps getting put off. That’s exactly where the real value of a Digital Assistant comes in.

So let’s take a closer look at three questions that can help organizations determine whether a digital employee is a smart move.

  1. What is currently holding your organization back the most?

Every organization has a bottleneck.
A bottleneck where work gets stuck, where mistakes occur, or where the most frustration lies.

Maybe it’s marketing, billing, administration, HR processes, or something else.
As long as this bottleneck persists, it will slow down your growth and drain everyone’s energy.

Tip: The first task you’d delegate is often a symptom of a larger bottleneck.

  1. How much is that costing you right now?

Not in terms of emotion, but in terms of time and money.

Many organizations are surprised when they calculate this.
A small, recurring task often turns out to be a costly energy drain.

  1. What becomes possible once you resolve this bottleneck?

This is the question organizations don’t ask often enough.
Because this is where the real benefit lies—not just in saving money, but in creating space.

What happens when your team no longer has to spend time on repetitive tasks?

✅ Greater focus on customers
✅ Faster processes
✅ Fewer errors
✅ More peace of mind and job satisfaction
✅ Time for growth and innovation

A Digital Assistant systematically takes over repetitive, time-consuming tasks. This frees up time for the work that truly matters—the work that energizes your teams and helps your organization make a difference.

Why a Digital Employee?

A Digital Employee isn't just a tool—it's a colleague who:

And with transparent pricing, you know exactly what you’re getting upfront.
No vague promises, just measurable results.

In conclusion

Just answer these four questions for yourself:

  1. The first task I would delegate tomorrow is…
  2. The biggest challenge in our organization is…
  3. That costs us...
  4. If we solve this, we'll win…

If you can fully answer these four questions, you’ll know within a minute whether a Digital Assistant is the right move for your organization.

If you can answer these four questions, you already have your answer:
A Digital Employee can not only solve your biggest challenge, but also become a digital colleague who consistently saves time, improves quality, and drives your organization forward.

We hear it everywhere: “AI is going to automate 80% of your work!” Sounds like a dream. But if that’s the case, why does your workday still feel like a sprint with no finish line?

The harsh truth: most AI solutions aren't designed to actually save you time.

The root of the problem is a simple misunderstanding:

We believe the future of AI is all about tools. The future of AI is all about colleagues.

Let’s distinguish between the three generations of AI in the workplace.

  1. The AI Assistant:

This AI can rewrite an email, create a summary, or draft a document. Handy!

  1. In-app AI:

Smart AI built into your CRM or HR tool. But… that AI is locked into a single system.

Our work actually takes place right between those systems. It is there, in those moments of transition, that time slips away.

  1. The Digital Employee

This is the breakthrough. A Digital Employee isn’t just a tool—it’s a colleague who works across your entire process:

✅ Prepares work and completes it.

✅ Performs tasks from start to finish.

✅ Works with all systems and is constantly learning.

For the first time, work isn't being accelerated, but rather shifted. You're transferring an entirely repetitive process, from start to finish.

The big difference

The first generation of AI helped you. The second worked for you. The third generation—Digital Co-workers—works with you.

This isn’t a sprint, but an evolution. Today, they’re taking over the tedious, repetitive work. This allows people to get back to doing what they were hired to do:

Creativity, strategy, or personal customer interaction.

The Digital Assistant takes care of the rest.

We are on the cusp of a shift as significant as the introduction of the internet. We don’t yet fully grasp its impact, but we sense that it will be monumental.

Finally, here’s a question to test yourself:

Imagine that tomorrow you could delegate one recurring task. Which one would you let go of first?

Interview with Hans Schuurmans, AI Evangelist, Author, and Co-founder of AIMAZE

In this interview, AI thought leader Hans Schuurmans reveals how artificial intelligence will radically transform not only organizations but also the relationship between humans and technology. He predicts a future filled with digital colleagues and explains why organizations must respond to this revolution now in order to stay ahead of the curve.

QUESTION: Hans, the world is going digital at an incredible pace. You once said, “The interaction between people and brands is changing faster than we can keep up with.” How do you see the role of AI in this new reality? What exactly is changing in how brands position themselves in an increasingly digital world?

Hans Schuurmans: The speed at which AI is transforming our world is unprecedented. Whereas we used to talk about brand loyalty built up over decades, we now find ourselves in a real-time era. Brands must constantly reinvent what they stand for, not only through what they say, but also through how they listen. AI makes it possible to immediately understand what consumers and organizations think, feel, and expect. But be careful—that doesn’t mean AI takes over brand strategy. It remains a tool. The vision and creativity remain human. Brands that fail to recognize this will ultimately lose their soul.

“As a company, you can’t just wait for a trend to emerge—you have to be the trend.”

What we’re seeing is that AI is forcing brands to be proactive. As a company, you can no longer wait for a trend—you have to be the trend. The speed at which AI recognizes patterns and takes action creates a new dynamic that allows brands to almost see into the future. The digital world demands a constantly flexible identity. This means that brands must evolve from static constructs into dynamic ecosystems. That is not only challenging; it is necessary. And AI is the key to that.

QUESTION: You often talk about the balance between technology and humanity. Society argues that people must always come first, even as AI becomes more prevalent. Is that feasible, or are we moving toward a world where machines take over that humanity?

Hans Schuurmans: Humanity must never become a footnote in the AI narrative. In fact, I believe that the true power of AI only comes into its own when it helps us to be more human. What do I mean by that? AI can free us from repetitive, mind-numbing tasks. It gives us the space to be more creative, empathetic, and visionary. But the challenge is that we don’t see AI as a replacement for people, but as an extension of what makes us human.

“I believe that the true power of AI is only realized when it helps us to be more human.”

AI is fundamentally changing the relationship between organizations and customers. While the technology can analyze data and provide insights, it is ultimately up to organizations to decide how to use that data to create meaningful human interactions. AI should not push us further away from our customers; rather, it should bring us closer to them. The companies that understand this will be the winners of tomorrow.

QUESTION: When we talk about the future of AI, what can we expect? What major changes do you see on the horizon, and what can we simply no longer ignore?

Hans Schuurmans: At AIMAZE, we develop Digital Employees that organizations can deploy quickly and efficiently. What we’re seeing is that organizations are rapidly adopting Digital Colleagues. These colleagues can be deployed quickly and are very accessible. The future of AI goes further than we dare to dream right now. What I see is a world where AI isn’t just supportive, but a fundamental part of every business decision. But most importantly: we’re getting digital colleagues. Not just chatbots, but real digital employees who work side by side with people. Initially, they will take over simple tasks, but increasingly they will contribute to creative and strategic processes. That demands something big from us: namely, the willingness to relearn what collaboration means.

“…but real digital employees who work side by side with people.”

This is no longer a pipe dream. The reality is that organizations that don’t start thinking about integrating AI now will fall behind. Companies must evolve—not only in terms of their tools and technology, but also in their mindset. The question we need to answer is: how do we create a harmonious relationship between humans and machines in which both reinforce each other?

QUESTION: That sounds like a huge change. What advice would you give to organizations that are just starting out on this AI journey and aren’t quite sure where to begin?

Hans Schuurmans: My advice is clear: dare to start small, but think big. Many companies feel overwhelmed by AI because they think they have to do everything at once. But the power of AI lies precisely in its gradual integration. Start with an area where you can add immediate value, such as automating administrative processes or optimizing customer service. This helps you gain experience with AI.

“…that people always come first: People First.”

You might also consider hiring a Digital Assistant to help you build that experience quickly and efficiently. The most important thing, however, is to get the foundation right. Make sure people always come first: People First. AI is a powerful tool, but ultimately it is people who determine what we do with it. The organizations that embrace AI as an extension of their humanity—not as a replacement—will reap the greatest benefits. We are on the cusp of a world where technology not only supports but becomes an integral part of every company’s culture, vision, and strategy. Those who fail to adapt now will not be able to catch up later.

QUESTION: That’s fascinating, Hans. It’s clear that AI isn’t just the technology of the future, but also a powerful catalyst for how we—as individuals and businesses—need to change.

Hans Schuurmans: Absolutely. We need to learn to work with technology, rather than letting it dictate our actions. That is the future of our work, our businesses, and ultimately our society.

An investment that pays for itself in no time? It sounds too good to be true. Yet that’s exactly what we see happening time and time again with Digital Employees. Not only because they take over tasks, but mainly because they deliver more than you might think at first glance.

The hidden costs of just carrying on as usual

In many organizations, the workload is chronically too high. Tasks pile up, colleagues rush from meeting to meeting, and the call for “someone to help out” grows louder by the day. But hiring someone is a big deal. A new employee costs you around €3,000 to €4,000 per month. When you add recruitment, onboarding, and additional costs to that, you’re quickly looking at more than €50,000 per year.

And yet many of those extra tasks are actually ideal candidates for automation.

40 to 80% of your work often involves repetition

It may sound harsh, but it’s the reality in many organizations: most of the work is routine. Think of answering emails, generating standard reports, handling customer inquiries, publishing content—that sort of work. Necessary, but far from inspiring.

A digital assistant can easily take over those kinds of tasks. After a brief training session, he or she can get to work independently. You’ll notice the difference in no time: fewer mistakes, faster turnaround times, and much less hassle. And you’ll often find that you don’t actually need that extra colleague anymore.

Not just saving money, but also growing

What people often forget: a digital assistant isn’t just there to take work off your hands. In fact, they can also help increase your visibility, attract new customers, and even boost your revenue.

Take a Digital Marketing Specialist, for example, who writes blog posts, translates and publishes them in multiple languages, and posts them on your website and social media—all automatically. Your marketing runs 24/7 without anyone having to be there to manage it. That generates more leads. And more leads simply means more revenue.

The math is really simple

A Digital Employee costs €500 per month. Suppose he or she helps you avoid having to fill a single job opening and also drives additional revenue growth—in that case, you’ll easily achieve a 300% ROI. And honestly, that’s a conservative estimate.

At AIMAZE, we’re often asked: “How does a language model actually work? How is it possible for a computer to handle language so well?”
It’s a logical question, because language models like ChatGPT are being used more and more often, but for many people, they’re still a mystery. That’s why I’d like to walk you through a clear explanation—without using complicated jargon, and with examples from everyday life.

Why do so many people want to know this?

We live in an age where artificial intelligence is popping up everywhere. Chatbots write texts, respond to emails, or explain complex concepts. But what really happens when you ask a question?
The secret lies in three smart steps: tokenization, word embeddings, and architectural developments. Let’s explore them together!

Step 1: Tokenization – Breaking text into pieces

To humans, sentences make sense and are full of meaning. To a computer, they’re just a string of characters. That’s why text is first broken down into small pieces called “tokens.”

Example:
Take the sentence:
“The vacation starts next week.”

The computer breaks this down into:

Each token is assigned a number so that the computer can process everything as numbers.
It works a bit like a shopping list: each item is assigned a number so you can quickly see what you need.

Step 2: Word embeddings – Words take on meaning

Now the computer knows which individual pieces of text there are, but it doesn’t yet know what they mean. This is where word embeddings come into play.
Word embeddings assign each word a spot on an imaginary map, so that the computer can understand which words belong together or are similar to one another.

Example:
Imagine a map with all kinds of food. “Apple” and “Pear” are close together because they’re both fruits.
“Pizza” is located somewhere else, but it’s closer to “Lasagna” than to “Apple.”

This helps the language model make connections. For example, if you ask:
“What’s a good dessert after pizza?”
The model understands that “ice cream” or “tiramisu” is a logical answer, because those are also foods and often appear together.

Step 3: Architectural developments – Working smart with context

In the past, computers could only look at individual words, but with modern techniques (such as the Transformer), language models have become truly context-aware.
These smart models remember what has been said earlier in a text or conversation and use that information to provide an appropriate response.

Example from everyday life:
“My grandpa used to make pea soup all the time. It was delicious.”
The language model now understands that “it” refers to the soup, not the grandpa.

Thanks to this smart architecture, the model can truly think along with you, even when a conversation gets longer or more complicated.

Everything at a glance

So, when you ask a digital assistant a question on AIMAZE, here’s what happens:

  1. Tokenization: Your sentence is broken down into small pieces that a computer can understand.
  2. Word embeddings: Each word is assigned a position on a kind of invisible map, which allows the computer to determine which words belong together.
  3. Architectural developments: Thanks to smart models like the Transformer, the computer understands the entire context and provides a logical, human-like response.

Why is this special?

Thanks to these three smart steps, it sometimes really feels like you’re talking to a colleague. That’s not magic—it’s the result of smart technology and extensive research.

So the next time you chat with an AIMAZE digital assistant, you’ll know that under the hood there’s a really smart language model that processes, understands, and responds to your text in a flash!

Would you like to know more, or do you have a specific question? We’d be happy to explain further at AIMAZE. Curiosity is the first step to learning!

Duolingo said out loud what many companies already feel deep down: if AI can do the work, why would we still hire anyone? That sounds harsh—but it’s honest. And it’s just the beginning.
We’re at a tipping point. Amara’s Law states that we overestimate technology in the short term and underestimate it in the long term. But honestly? I think that long term has already begun.

At AIMAZE, we see it happen every day. Our Digital Employees are evolving so quickly that what seems cutting-edge today will be standard in just a few months. A new generation of Digital Employees is already on the horizon this fall—more powerful, more human, and more independent. For organizations, that means only one thing: this must become a strategic priority right now.

Don't be afraid—wake up

AI is taking over jobs. Yes. But that doesn’t mean humans will disappear. Our role is changing. And that’s happening faster than many people think. Less repetition, less paperwork, less noise. More creativity, collaboration, and meaningful work.
I sincerely believe that, if implemented properly, this could well be the biggest boost to the quality of work in decades. Less stress. Less absenteeism. More satisfaction. More room for what people are truly good at.

One question for you

When you look at your team or organization today—are you actively working on this transformation? Or are you secretly hoping it will pass you by?

AI-first is coming. The choice you have is this: will you be at the forefront, or bring up the rear?

Do you ever wonder how you can better manage the ever-increasing workload in your organization? Perhaps it’s time to get to know an AIMAZE Digital Employee. A Digital Employee works 24/7, never complains, and never forgets a thing. Companies, both large and small, are increasingly drawn to these innovative colleagues. Why? Because they transform the way companies automate their work processes and take the pressure off their teams. From marketing to customer service, these digital wizards can be deployed anywhere without ever asking for a minute’s break.

H2: What exactly is a Digital Employee?

A Digital Employee is much more than a simple virtual assistant. It’s an AI-driven colleague that takes over repetitive tasks from you without complaint. These technological masterpieces can help you write and publish content, answer customer questions, and even draft complete reports. With AIMAZE, these assistants are trained in your unique style and processes, ensuring they integrate seamlessly with your team.

H2: What exactly does a Digital Assistant do for you?

If you're wondering how such a digital powerhouse can support you in your daily life, take a look at the following possibilities:

H2: The Benefits at a Glance

With a Digital Employee, you’re bringing someone on board who:
– Is available 24/7: Work continues while you sleep.
– Never gets sick or takes vacation: Always available and reliable.
– Gets up to speed quickly: Is immediately trained in your tone of voice.
– Is cost-effective: Starting at just €500 per month.
– Is scalable: Easily add additional digital employees.

H2: Who might be interested in a Digital Assistant?

The use of a Digital Employee is extremely inspiring for a wide range of industries. For example:

H2: Why Choose AIMAZE?

As the market leader in Digital Employees, AIMAZE goes beyond a standard chatbot. We ensure that every Digital Employee is a custom-built colleague, trained to match your tone, processes, and systems. This gives you a team member who truly contributes to your goals.

Are you ready to bring a Digital Employee into your organization? Join the revolution in human resources management. Request a demo or schedule a no-obligation consultation. Your Digital Employee can be up and running in just 10 days. Discover the benefits today and pave the way for a more efficient future!

The use of artificial intelligence (AI) within organizations often raises questions. What’s the best choice: an AI tool, a custom AI solution, or a Digital Employee? In reality, it’s not a matter of choosing between these options, but rather of combining them in a smart way. Just as you perform some tasks yourself and delegate others to colleagues in your daily work, the same applies to AI: different applications each have their own role.

AI Tools: Fast and Efficient Support for Small Tasks

AI tools are designed to perform specific, well-defined tasks. Examples include text generation using a chatbot like ChatGPT or an AI-powered image editing tool. These tools offer immediate support without requiring extensive implementation. They’re ideal for small, standalone tasks that you’d often do yourself in daily life, rather than delegating them to a colleague. Examples include rephrasing a text, creating a quick summary, or editing an image.

Custom AI Solutions: Tailored to Specific Challenges

Sometimes, a standard AI tool isn’t enough. A company may face unique challenges that require a custom AI solution. An AI solution is developed specifically to address a business problem and can range from a predictive model for customer behavior to an advanced data analysis tool. Developing such a solution requires expertise, a thorough analysis of the company’s needs, and a detailed implementation process.

Digital Employees: Versatile Support Within Organizations

A Digital Employee goes beyond a standalone AI tool or a specific AI solution. It is an AI-driven assistant that supports organizations with recurring and time-consuming tasks. While AI tools often have a single function and AI solutions require customization, a Digital Employee continuously grows and evolves. As soon as a new task is taught, it becomes immediately available to all users, making it increasingly versatile.

In addition, a Digital Employee stands out for its ability to communicate naturally with employees and customers. This means that, in addition to tasks such as data entry and content creation, a Digital Employee can also respond to emails, handle WhatsApp messages, and even make phone calls. As a result, this AI solution functions as a full-fledged member of a team and takes over routine tasks, allowing employees to focus on more complex or strategic work. Furthermore, a Digital Employee can add extra value because it is continuously trained on the latest developments within a field.

In practice, we also see that many employees outsource smaller, day-to-day tasks to a Digital Employee in order to work faster and with higher quality. This ensures that a Digital Employee not only takes over repetitive tasks but also provides flexible support within various processes.

The synergy of “and” rather than “or”

The main advantage of AI lies in the combination of different applications. There’s no need to choose between an AI tool, a custom AI solution, or a Digital Employee; in fact, they often complement each other. This is similar to how you might sometimes turn to a colleague for support, while performing other tasks independently with a tool.

In practice, this means that, just like a human colleague, a Digital Employee not only takes over repetitive and time-consuming tasks but can also actively contribute to the quality of the work. Because a Digital Employee is always up to date on the latest developments in a given field, it can offer valuable insights and contribute ideas for substantive improvements.

While AI tools are suitable for small, individual tasks and customized AI solutions address specific business challenges, a Digital Employee provides broad support and functions as a full-fledged team member. By intelligently combining these technologies, organizations can operate more efficiently and better prepare for the future.