Supporting Belgian SMEs with AI: insights from BECI's CEO Thierry Geerts

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What if the quickest route to AI success isn't about building new systems. We sit down with Thierry Geerts, CEO of BECI, Brussels Chamber of Commerce and former Google Belgium director, to explore why small businesses in Brussels might be better placed than large corporations to harness AI's potential right now. Thierry argues convincingly for practical use over invention, suggesting that the region's high wages and pragmatic talent make ready-made AI tools a strategic advantage.

We challenge the myths surrounding AI-driven job loss and examine the Brussels labour market with fresh data. Thierry reveals how his team used AI to uncover around 100,000 open positions—showing that the job gap is more about discovery and matching than scarcity. From automated translation that prepares businesses for export to AI copilots enhancing customer relationships, he explains how leaders should view AI as an opportunity first, then a tool for efficiency. The key is adoption: empower your team, redesign workflows, and measure the gains so that time saved translates into value created.  

Thierry also introduces Homo Digitalis, a mindset recognising that employees already engage with AI in their personal lives. Companies that restrict tools at work create a cultural mismatch and lose momentum. We discuss what Belgium needs next — not another hype cycle, but a clear AI master plan connecting universities, policy, and businesses for long-term value. Looking five years ahead, AI should feel as familiar as your smartphone—some teams will lead because they started small, learned quickly, and expanded what worked. If you're seeking a plan that's grounded, measurable, and human-centred, this conversation is your guide.

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