Three events, a book launch and a workshop: how AI dominates every conversation

The TIMAF team travelled across Europe over the past few months for three events, a workshop, and the book launch of “Strategy in Digital Transformation”. We met many professionals, exchanged experiences and gained a wealth of impressions. Almost every presentation and almost every conversation was about AI.

There was a constant stream of self-proclaimed AI experts who tried to explain artificial intelligence with conviction to an interested but also overwhelmed audience. Fortunately, there was a majority of professionals who shared their own AI experiences and indicated that they themselves were busy experimenting and certainly did not have a monopoly on wisdom.

30 september: Digital Workplace Conference in Brussel.

During the Digital Workplace Conference in Brussels on 30 September, AI was central to discussions on innovation, regulation and social impact. Experts emphasised the need to link AI applications to concrete business objectives and warned of the risks of ill-considered implementation.

The focus was on how organisations can use AI to optimise processes, but also on the challenges surrounding ethics, transparency and compliance with new EU legislation, such as the AI Act.

Many participants indicated that they are still learning and that successful AI projects often start with small, manageable experiments rather than large, risky investments.

>> Mark your calendar: the next edition is on 30 September 2026.

28 October: Swiss Digital Leadership Forum in Brugg

At the Swiss Digital Leadership Forum in Brugg, it became clear that AI is no longer a distant prospect, but a reality that is now shaping digital strategies. Speakers emphasised that AI only creates value if it aligns with an organisation's digital maturity.

The need for a strong digital foundation was discussed: without a clear data strategy, suitable infrastructure and a culture that embraces innovation, AI has little to offer. The forum showed that many companies are struggling with the question: What problem does AI actually solve? Without an answer to that question, AI risks becoming an expensive distraction.

>> Next Swiss DLF: 31st August 2026 in Olten.

3rd November: Workshop in Vienna.

The Digital Leadership Forum of Advatera in Vienna takes two days: the first day consists of workshops and a social event, and the second day consists of presentations.

On the first day, TIMAF hosted the workshop “Making digital transformation a winner: How to align strategy and execution”. Professionals from various organisations worked in four groups to create a digital strategy based on case studies prepared by us. They used the TIMAF strategy game to do so.

In three hours, the workshop attendees created a workable digital strategy, which they each presented to the other groups. The participants were surprised to see how digital tools – including AI – can be better positioned once the problem, the motivation of the target group, the success factors and the tactics to reach the goal are clear.

All participants received a copy of the paperback book “Strategy in Digital Transformation”, the game poster and the game cards to use in their own working environment.

>> Next TIMAF training course on Digital Strategy: 21, 22, 23 April 2026 in Utrecht.

4 November: Digital Leadership Forum in Vienna.

During the Digital Leadership Forum of Advatera on 4 November, AI was discussed as a catalyst for digital transformation. The emphasis was on leadership and the ability to integrate AI into existing processes.

The presentations and discussions revealed that organisations that are already digitally mature – with a clear strategy, clear goals and a flexible IT architecture – can apply AI much more quickly and effectively. For organisations that are still in their infancy, AI actually leads to greater complexity and disinvestment.

>> Next DLF Vienna: 16 and 17 November 2026 in Vienna.

Back to basics: digital maturity

From the discussions with participants and their reactions to the presentations, it became abundantly clear that many professionals are overwhelmed by the AI hype. They are trying to get to grips with it, but expectations – particularly from management – are high. Vendor, consultants, and other “experts” all tell a different story, and promises are flying thick and fast. People feel somewhat intimidated.

But in times of confusion and hype, it is always wise to go back to basics. What stood out was that the most successful examples of AI best practices came from organisations that had first got their digital foundations in order. AI is not a miracle cure, but a tool that only works if the basics are right. That means:

• A digital strategy that aligns with the business objectives.

• Sufficient digital maturity: the capacity to deploy technology effectively and to learn continuously.

• A clear picture of what problem AI needs to solve, rather than technology for technology's sake.

Without this foundation, AI risks leading to confusion, disappointing results and even divestments. Digitalisation is not an end in itself, but a means of making organisations future-proof. AI can help with this, but only if it fits within a broader digital transformation strategy.

Getting started with digital strategy and maturity

There is a lot of hype surrounding AI, but the real gains will ultimately be achieved by going back to basics. Start by assessing the digital maturity of your organisation. Where are you now? What are your goals? What problems does technology need to solve?

TIMAF assists organisations in answering these questions with our proven methodologies, such as the Digital Maturity Model and the Digital Strategy Game. Whether you are just starting out or already further along, a structured approach ensures focus and results.

 Curious about how you can use AI within a solid digital strategy?

Contact us and discover how we can help you become digitally mature, step by step. Check our training offering for more information about our training courses, workshops and advisory services.

Order the book “Strategy in Digital Transformation” with the game poster and game cards for your team.

Book a Digital Strategy training course for yourself or your team.