Your leaders have been talking about AI for months.
It's time they actually did something.
The AI Lab is a hands-on program where your leadership team stops debating AI and starts making real strategic choices, working on your actual business challenges, not someone else's case study.
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Everyone agrees AI matters. Nobody agrees on what to do about it.
The board keeps asking. You keep stalling.
"What's our AI strategy?" It's the question that comes up every quarter. And every quarter, the answer is some version of "we're working on it." Meanwhile, the gap keeps growing.
Everyone's experimenting. Nobody's deciding.
Marketing is playing with ChatGPT. IT is piloting copilots. Strategy hired a consultant. But there's no shared direction, no prioritization, and no one who's said: "This is what we're doing."
Your leaders are secretly afraid they don't get it.
Most of your senior leaders don't really understand AI. Not deeply enough to lead with it. They nod in meetings, forward articles, and hope someone else will figure it out.
This isn't a knowledge problem. It's a fear problem. And the real cost is concrete: your top leaders making daily decisions as if AI doesn't exist, while the world changes around them.
Thank you for the inspiring session with our Top 250. The AI Lab has activated each of us individually and encourages us to keep moving forward!
We don't teach AI. We make your leaders use it, on their own strategy, their own challenges, today.
The AI Lab is a fully tailored program at the intersection of Strategy, Leadership, and Artificial Intelligence. Your leaders walk in with their real business challenges. They walk out with concrete experiments they'll start running next week.
Strategy at Scale
A clear AI vision and strategy that doesn't stay in a document but is carried by every leadership layer in your organization.
Systems for Speed
The technical and organizational infrastructure to deploy AI fast and effectively. Data, tooling, partnerships, and governance.
Culture of Curiosity
A culture where adaptability is the norm. Your leaders experiment, learn fast, and act decisively. Curiosity as a core value.
From intake to experiments in three steps
We learn your world first
Before the program starts, Joost and his team conduct 30-minute 1:1 interviews with your board members and key leaders. We learn your strategy, your challenges, your politics. Every minute in the room is built on what we heard in those conversations.
Your leaders build with AI, on their own challenges
No generic exercises. No borrowed case studies. Your leadership team works hands-on with AI on their actual strategic questions. The energy in the room shifts from “we should do something about AI” to “here’s exactly what we’re doing.”
They leave with experiments, not slides
Every participant walks out with concrete, defined experiments they’ll start running within 30 days. Not vague intentions, specific actions with clear owners and timelines. That’s what you report to the board.
We know your challenges before we enter the room
The 1:1 intakes with your leaders aren't a formality, they're the foundation. We speak to every key stakeholder personally. That's how a room of 250 people can work on exercises that feel designed for each of them individually.
Your leaders solve their own problems, not someone else's case study
In most AI programs, leaders listen. In ours, they build. They take their real strategic challenges and work through them with AI, in the room, with their peers. What they create in the session is what they use the next morning.
The questions nobody in your organization dares to ask
Joost de Leij doesn't deliver presentations. He asks the questions that make your leaders uncomfortable, and then helps them find answers they didn't know they had. This isn't a safe space for nodding along. It's where assumptions get challenged and real strategic shifts begin.
From shared clarity to full transformation, you set the pace
Every organization starts somewhere different. Some need a spark. Others need a sustained fire. All three options begin with personal 1:1 intakes and are fully tailored to your business.
Clarity
Your leadership team develops a shared understanding of what AI means for your strategy. A half-day that turns months of vague AI conversations into a clear, shared direction.
Half-day AI Lab + 1:1 board intakes
Ideal for: Embedding AI into an existing leadership event
Momentum
Most popularEverything in Clarity, plus your leaders leave with 5+ concrete experiments they'll start running within 30 days. Includes structured follow-up to keep the momentum alive.
Full-day AI Lab + 1:1 intakes + 30-day follow-up
Ideal for: Teams ready to move from understanding to action
Transformation
A 100-day program where your leaders don't just understand AI, they become fluent in it. Monthly sparring sessions with Joost to track progress and adjust course.
100-day program + 1:1 intakes + monthly sparring with Joost
Ideal for: Organizations committed to full AI-fluent leadership
Other partners just deliver what we ask. With the AI Business Labs, you always push us further and raise the bar for our leaders.
Joost de Leij doesn't send a team. He shows up himself.
We're not McKinsey. We don't send 20 consultants with a 200-page deck. Joost de Leij walks into your room personally, and he already knows your strategy, your team dynamics, and your challenges from the 1:1 intakes.
He works with a maximum of 15 organizations per year. Not because it sounds exclusive, because this level of personal involvement doesn't scale. And that's the point.
A curated collective of exceptional experts
Together with an exceptional squad of experts, Joost brings AI to life through keynotes, labs, summits and immersive experiences. Not a team you scale — a network you curate.
Arjan
Architect
Alexandre
AI Labs
Perle
Summits
Jan
TV & Media
Niels
Large Scale Events
Alexander
AI Innovation Ecosystem
David
Claude Code Master
Timothy
Moonshot Sessions
Saskia
AI Service Design
Bart
AI for Good
Hidde
AI Service Design
Fredrik
AI for Boards
Marleen
Summits
Questions we hear from boards
Your leaders are making decisions today. Are they making them with AI, or without it?
One conversation with Joost. 30 minutes. No pitch, no proposal, just a sharp discussion about where your leadership team stands and what it would take to move.
30-minute call · No commitment · You'll speak with Joost directly