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From AI-tools to AI-culture

From AI-tools to AI-culture

Why culture is the key to sustainable growth

03.04.2026

author

Reinoud Wolff

Chief Commercial Officer

The marketing world is captivated by AI. We are implementing tools for content creation, predictive analytics, and automation on a massive scale. Yet, despite investments worth millions, a fundamental impact often fails to materialize. According to Reinoud Wolff (CCO) and Jasper Verbunt (CEO) of Redkiwi, the root cause is not the technology itself, but the lack of an AI Culture. "In the near future, the competitive edge won't be gained by those who simply have AI, but by those who excel at collaborating with it."

The 'AI Culture Gap'

Today's reality is that many organizations are getting stuck in what Redkiwi calls the 'AI Culture Gap.' While teams are experimenting with tools, these initiatives remain limited to local efficiency within silos. Data is fragmented, leadership lacks a clear vision, and employees do not use the technology structurally. “True transformation only happens when people, processes, and data converge in an AI culture,” says Reinoud.

From 'Digital First' to 'AI-Driven'

According to Jasper Verbunt, we have entered the next phase of digital transformation: the shift from digital-first to AI-driven. “In the old world, technology was a tool on the sidelines of the organization. Today, intelligence is becoming part of thinking itself. Successful companies are not those with the most tools, but those that learn to collaborate with that intelligence.”

Reinoud adds: “AI accelerates the reality we live in. Markets move faster, competition becomes fiercer, and customers expect immediate results. If you only use standalone tools, you miss the point. AI must be your thinking partner. It recognizes and predicts patterns, synchronizes processes, optimizes, and automates—but we, as humans, are the ones who provide the meaning.”

The five foundations of growth

To bridge the 'AI Culture Gap', the leadership at Redkiwi has developed a framework built on five crucial pillars:

Mindset

It begins with a mindset shift; AI is a new layer in how we approach problems and identify opportunities.
Skills

AI skills must become a fundamental skill for everyone, from marketing to finance. "It’s about knowing when artificial intelligence is helpful and when human judgment should take the lead," says Jasper.
Processen

AI must be embedded into daily workflows, so that processes become intelligent and predictive.
Data

Without accessible and reliable data, AI remains superficial. Data is the fuel for your intelligence.
Leadership

An AI culture never emerges solely bottom-up. It requires leadership that encourages experimentation and integrates AI into the strategic direction.

Human vs. Machine: Meaning remains essential!

The danger of the current AI hype is that we lose sight of the human factor. “We believe that technology and humanity should reinforce each other. AI is masterful at recognizing patterns and predicting behavior, but humans understand context and determine meaning,” says Wolff. “This is how you create an organization that doesn’t just react more quickly to the market, but proactively drives growth.”

The future is AI-Native

The question is not whether AI changes your work, but how deeply that change is rooted. “We need to move away from reactively optimizing old processes,” Jasper states. “It is time to build organizations that are AI-driven: organizations where AI is part of how people think, learn, and grow.”

The future of marketing is not just digital. The future is AI-driven—but fundamentally culture-driven.