Peter Hoogland

Most AI strategies are brilliant on slide 14 but dead by Monday morning. Not because the technology fails. Because the people do. Out of context. The wrong incentives, the wrong fears, the wrong story about what AI means for their relevance. That is where I work. I am a Strategic Context Architect. I help organizations close the gap between AI strategy and human execution. From the boardroom where governance decisions are made, to the hallway where those decisions quietly die. From the stage to the workshop where leaders redesign the behavioral environment around their strategy. AI adoption is not a technology problem. It is a behavior problem. And behavior does not change because you explain it better. It changes when you redesign the context. What I do: I connect AI strategy, governance, and adoption with the behavioral science that makes it stick. Through keynotes, executive training, strategic advisory, and research. For organizations where the rational approach did not survive contact with human nature. How I think: I am a Synthesist. Neuroscience and creativity. Data and intuition. Strategy and emotion. I call it neurodivergent. Others call it a competitive advantage. Both are correct. I do not solve the motivation problem. I solve the context problem: why people do not act on what they already know they should. Track record: 30 years of building things that changed how people think, feel, and act. Founded Radio Topradio, Maeva, and JimTV. As CEO of Kursaal Oostende: from 40 to 300 events, from €2.2M to nearly €9M in three years. Strategic collaborations with Cirque du Soleil International, June20 (Etex Global, Europabank, Deceuninck, JBL, and AFAS). Currently: Founder of Brainwolves, strategic advisory at the intersection of behavioral science, neuroscience, and AI strategy. Speaker at AI5050 Brussels "Why brilliant AI strategy dies in the hallway." BOTH. ALWAYS. The context changes the behavior. Not the argument.

Turnaround.

Wharton is part of the University of Pennsylvania. Michael Platt, our professor is one of the world's leading people in the field of neuroscience and its applications in making better decisions, better communication campaigns, marketing, building a strong connected team and organisational culture.