Generative AI became a common term and has been steadily growing, reshaping how businesses approach content creation, application development, and other tasks. This suggests a new distribution of responsibilities between humans and machines. While the actual impact of platforms like ChatGPT, Midjourney, or Dall-E remains uncertain, some companies are considering the possibility and significance of appointing a Generative AI Officer, also known as a Chief GenAI Officer.
This column is presented as a job advertisement to illustrate, by way of example, what the role and qualifications might involve. The job posting, company, and conditions are entirely fictional, and any resemblance to real situations or persons would be purely coincidental. As part of our expansion efforts,we are actively searching for our next Chief Generative AI Officer. Given the widespread adoption of generative AI, we invite you to join our team to maximize its potential for our clients and future colleagues alike. We’re seeking the ideal candidate to enhance our professional services through the integration of generative AI. Initially, we extended this position to an Artificial Intelligence, but it seemed to have a hard time understanding what we were looking for. Its lack of self-awareness led us to resort to hiring a human being through the more traditional hiring process. We are looking for someone who can deeply appreciate the impact of generative AI for our company. For now, our teams aren’t too sure about this new approach. In fact, maybe you could convince us that this position isn’t necessary?
Your Responsibilities:
Leadership within the Management Committee
You will play a pivotal role in shaping the company’s generative AI strategy. Your duties will involve setting implementation priorities, developing internal guidelines, and overseeing all aspects of generative AI usage in service and product development. It’s worth noting that the company’s management may not yet fully understand the potential breadth of generative AI or the teams’ readiness to leverage it effectively. Consequently, you will maintain constant communication with all executive teams to tailor your approach to development priorities.
Internal Advocate
Your position is both strategic and operational, marking a unique presence within the company. With no predecessor or direct hierarchical oversight in your field, you’ll function as an independent agent, across all Lines of Business (LoBs) to engage with colleagues seeking guidance on effective use of generative AI. Additionally, you’ll work to persuade and rally those who may be hesitant, ensuring that everyone is included as ChatGPT heralds a groundbreaking revolution.
Guideline Setter
You will ensure the consistent usage of various generative AI solutions across all teams. This includes remaining abreast of emerging solutions to determine if they are relevant and can be considered as essential tools or are just mere passing fads. Lastly, you’ll establish new boundaries for a tool often perceived as boundless.
Your profile
Experience
You have a minimum of 10 years of management experience in the technology industry. While you may not be an engineer per se, you’re not too far off. You’re not strictly focused on sales, but you have a keen interest in economic development. You’re not a technician but you do grasp and understand certain technical concepts. In essence, you’re a versatile, hybrid professional—curious, enthusiastic and open to work with others while also expected to lead and conduct projects independently.
Passionate about Technology
Proficient in both risk and change management, you skillfully navigate and even derive satisfaction from the process. You excel in tracking key performance indicators and implementing project management tools to measure success and adjust objectives accordingly. Your grasp of new technologies is both precise and comprehensive, encompassing their operational aspects and the contextual factors shaping their usage.
Agile
Do you thrive in a constantly changing environment? Transform your agility into an advantage and your adaptability into a catalyst for growth. While you may not be familiar with every technical aspect, you possess a deep understanding of the evolution, challenges and applications of technology. Acting as a bridge between humans and machines, you seamlessly connect the two. If this aligns with your strengths, then this position is tailor-made for you.
Digital Transformation is not only about technology…
It is also a question of development expertise for industry-specific solutions. As front-line workers of the Covid-19 crisis, pharmaceutical industry players need support in optimizing their inventory and managing their supply chain. To help them cope with the current crisis and anticipate more potential crises to come, having a turnkey and adapted technological solution is the best alternative moving forward.
The Achilles heel of a Beleaguered Industry…
While this industry has demonstrated incredible efficiency during the crisis, it still has to deal with certain political, economic, and even regulatory contingencies.
In this crisis, the question of health sovereignty has become critical. Close to 80% of the active ingredients contained in the medicines we use are produced by a small number of suppliers in China and India. Not only are these countries very far away, but they have been both hit hard by the Covid-19 pandemic, partly disrupting their production capacity. That dependence has affected our Health Management at a critical time. While having to endure the multiple outbreaks of the pandemic, we also had to deal with major supply shortages.
With the slew of factory closings and government orders banning the export of raw materials, this pandemic has brought to the surface the obvious political and economic realities that have disrupted the National Pharmaceutical supply chain and put our citizens at risk.
The general state of the drug industry is dependent on the momentum of various aspects such as scientific innovations, decrees, and other exogenous factors related to epidemics, mutations, natural and social disasters. New healthcare bills and policies get passed regularly and to face these new regulations, industry players must constantly adapt and demonstrate remarkable agility and flexibility.
Finally, pharmaceutical raw materials are fragile and sometimes unstable. They need to be handled with extreme care during transportation. Moreover, air cargo remains the primary international distribution channel for the import and export of pharmaceutical products. But because the pandemic has had a significant impact on air traffic, meeting global demand for medicine and pharmaceutical products has become even more challenging, making an already elaborate logistics system even more complex.
What can we do to take back control of the present, become less dependent, and work our way efficiently towards a clear, agile and sustainable future?
Simple – it is all about logistics going digital, a real breath of fresh air for the pharmaceutical industry.
The automation of the logistic process combined with data tracking enabled software is what it takes to prevail over the challenges and obstacles specific to the industry. Transformation…free at last?
An all-digital logistics set up allows for optimized inventory management and very precise supply chain monitoring. The purpose of such a system is to ensure that the incoming and outgoing of goods runs as smoothly as possible with the suppliers and distributors while gaining full appreciation of the market. Such a tool lets the different stakeholders be on top of their inventory and mitigate any risk of shortage thanks to its increased agility and predictive capability. An adapted turnkey solution will improve the efficiency of logistics management at each stage of the supply chain, from the reception of raw materials to the distribution of the packaged product.
With the right technological solution, industry players will be able to transport their goods in the best optimal way and at the lowest cost possible, ensuring “grouped” shipments thanks to a better appreciation of the global supply status. Moreover, not only does such a solution help save money by cutting transportation costs, but it also strongly contributes to reducing the company’s carbon footprint with fewer delayed shipments.
Finally, such an industry-specific solution also allows for efficient tracking. All goods get systematically logged into a database. Systematically itemizing goods in this manner ensures efficient serial number management and helps in quickly identifying a faulty product. It also helps in actively combating counterfeit medicine, which is a real global scourge.
Economic, ecological, social and societal benefits…There are many benefits that come with such a digital tool that stretch beyond the limits and scope of the industry itself. Again, we clearly see how innovation unmistakenly brings much more to a given industry or business practice to heighten efficiency and quality of service and products to an even higher level.
The coronavirus crisis has highlighted the strategic role of the pharmaceutical industry, whether economic, social or political. It is also a wakeup call reminding us how dependent we are on the supply of our pharmaceutical raw materials. So, let’s do something about it: so why don’t we deal the cards for a change and get geared up to deal with the unpredictable.
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Prodware is once again honored by Microsoft for achieving outstanding achievement and innovation.
Paris, November 3rd, 2025 – Prodware, one of EMEA’s leading providers of business applications, innovation, and digital transformation services, has been recognized by Microsoft as a Solutions Partner across six key Microsoft Cloud solution areas:
Business Applications, Data & AI, Digital & App Innovation, Infrastructure, Security, and Modern Work.
This recognition demonstrates Prodware’s broad technical capabilities, commitment to continuous skilling, and proven ability to deliver impactful, cloud-based solutions that empower organizations to innovate, modernize, and grow.
Each Microsoft Solutions Partner designation acknowledges partners that have demonstrated consistent customer success, technical excellence, and high performance in their respective domains. To achieve this recognition, partners must meet rigorous criteria across performance, certifications, and customer outcomes.
“These designations represent more than technical capability,” says José Maria Sanchez, Executive Vice President at Prodware Group.
“They embody the trust that our clients place in us every day, the dedication of our teams, and our mission to deliver long-term value through the Microsoft Cloud ecosystem.”
With these six designations, Prodware stands among the select group of Microsoft partners globally recognized for their ability to address the full spectrum of business transformation needs – from data and AI to modern workplace enablement and advanced security.
About Prodware Group
As a leading partner for organizations of all sizes on their digital transformation journey, Prodware drives value by providing comprehensive support every step of the way. Our expertise spans customized consulting, the development of high-value industry solutions, the implementation of CRM and ERP systems leveraging Microsoft technologies, and the delivery of complementary managed services.
Building on over 35 years of innovation and IT expertise, Prodware has also developed a suite of AI-driven solutions that empower businesses to accelerate their transformation and harness the full potential of artificial intelligence as a true enabler of performance and growth.
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Prodware is once again honored by Microsoft for achieving outstanding achievement and innovation.
Prodware, one of EMEAs leading providers of business applications, innovation and digital transformation services has achieved the prestigious 2025/2026 Inner Circle for Microsoft AI Business Solutions.
Membership in this elite group is based on achievements that rank the Prodware Group in the top echelon of the Microsoft’s AI Business Solutions global network of partners. Inner Circle members have performed to a high standard of excellence by delivering valuable and innovative solutions that help customers achieve increased success.
The Business Applications Inner Circle partners represent the top 1% of the total AI Business Solutions ecosystem and drive a significant share of the Worldwide Microsoft AI Business Solutions Cloud Revenue.
Peter Jensen, Enterprise Partner Solutions Lead – Microsoft AI Business Solutions writes: “Your outstanding performance has given you the opportunity to be placed within an elite group of our most strategic Microsoft AI Business Solutions partners from across the globe. I want to thank you for your dedication to our joint customers, as well as your commitment to business excellence. Receiving this recognition as a result of your company’s dedication to Microsoft AI Business Solutions and its customer community.”
Ian Herlevsen, Corporate Vice President at Prodware Group states:
“The Inner Circle members are chosen based on business performance as well as capabilities as an organization, whether that’s creating IP, developing solutions, or having an industry leading focus on digital transformation and AI. We are honoured to be recognized once again for our achievements, dedication to our customers, and the innovation around the Microsoft Cloud.”
“We are extremely honoured to once again be receiving the “Inner Circle” distinction and are delighted to see that our dynamic commercial approach, our performance and our innovative industry focused AI powered solutions and services help us stand out”, says José Maria Sanchez, Executive Vice President at Prodware Group. “This is a confirmation of the efforts and skills of all our employees as well as our strategy to continually invest in innovation and deliver the best possible solutions for us customers to become their trusted long-term advisors.”
About Prodware Group
As a leading partner for mid-sized businesses, large enterprises, and public organizations navigating their digital transformation, Prodware drives value by offering comprehensive support throughout the entire process. Our expertise encompasses customized consulting, the development of high-value industry solutions, the implementation of ERP systems leveraging Microsoft, Sage, and IBM technologies, and the provision of complementary managed services.
With over 35 years of innovation and IT expertise, Prodware brings together a talented team of over 1500 professionals across 15 countries.
Listed on Euronext Growth since 2006, Prodware SA is eligible for the PEA PME (Equity Savings Plan for SMEs).
In the current climate of increasing awareness, the Inclusiv’Day event stands out as a significant event to spotlight social innovations that contribute to building a more inclusive and fair society. This event, set for April 10, 2024, at Paris La Défense Arena, offers a day packed with training, discussions, and networking opportunities.
Advocating for inclusivity means recognizing the inherent value of every person and actively cultivating environments where everyone feels respected, accepted, and empowered to contribute. It involves celebrating diversity, ensuring fair access to opportunities and resources for all members of society. While challenges vary, fostering inclusivity allows us to harness the strength of our differences and collective resilience.
In modern society, disability is frequently perceived as a formidable barrier to achieving professional success. Nevertheless, disability should never be a barrier to finding fulfillment in the workplace. We firmly believe that integrating individuals with disabilities can enrich our teams and enhance our collective performance. By amplifying the voices of those who navigate disabilities every day, we strive to showcase that despite obstacles, achieving professional excellence is not only possible but also empowering.
Therefore, inclusion is central to the CSR (Corporate Social Responsibility) strategy. The process involves raising awareness among teams to foster a trusting environment conducive to the growth of employees with disabilities. Externally, emphasizing commitments and actions taken helps resonate positively with candidates.
Commitment to inclusion is not merely about quotas or compliance with standards. We believe that inclusion goes beyond providing accommodations or technical adaptations. It’s a deep-seated conviction embedded in the overall corporate social responsibility strategy. It’s a company culture built every day, through kindness, empathy, and mutual respect.
Diversity and inclusion are pivotal in today’s world, impacting not just businesses but society at large. They shape our everyday interactions, both public and private, fostering collective enrichment and growth.
Indeed, Inclusiv’Day goes beyond the typical professional event. It’s a remarkable platform where diverse individuals come together to share experiences, exchange best practices, and explore innovative ideas aimed at fostering inclusion.
We therefore encourage the entire professional community to join us in this effort. Let’s all work together to make sure we eradicate any barriers to disability in the workplace. Let’s embrace diversity to strengthen our workplaces. By collaborating and valuing the distinctive qualities of each person, we can establish workplaces that are more equitable
Over the last couple of years, we have seen and continue to see how predictive maintenance is evolving as a concept, and how Artificial Intelligence enabled applications will eventually become widespread and available to all. Bringing these two technologies together will trigger a major paradigm shift in the industrial sector. In other words, the advancement of these technologies is a serious game-changer for the industry of today and tomorrow. Is Predictive Maintenance in an AI-enabled world the beginning of a new industrial revolution? Yes, but not only…
Trying to guess what the future holds without embracing the present just doesn’t fly.
Because today, when it comes to understanding and dealing with maintenance, machines, artificial intelligence…it’s still kind of blurry. I mean if we’re aiming for clear-cut, well established schemes and very precise trouble shooting techniques that can pinpoint the cause of a problem flawlessly, we’re simply not there yet. While we are enjoying some of what AI has to offer and experiencing the far-reaching business steering capability that comes with Big Data and Data Mining, we are still basking in some kind of childlike enthusiasm, dumbfounded by technology with fantasy-like expectations. A revolution, if we are on the brink of a revolution that is, will surely not happen overnight…and not even tomorrow.
Reaching for the Future via Inertia
One thing for sure though: so far, we’ve only tapped into a tiny fraction of the potential for using predictive maintenance solutions in industry. This is because AI itself is still in its early stages. But the advancement and development of these two technologies are closely intertwined.
These slow surfacing developments beget the following consequences. First off, it is understanding that in a not so mature market it is much easier to identify the most relevant players. Industries and large corporations stand out as the primary recipients of this type of solution. This is not only due to resources but also technological maturity. Moreover, it gives us an opportunity to examine the potential connections between predictive maintenance and existing technologies. Data collection is poised for broader implementation within production systems. Data is ubiquitous and ready for more effective utilization. Moreover, while data extends beyond industry, predictive maintenance could broaden its impact beyond its current confines.
Once we establish the connection between available data, computing power and industrial infrastructure, the opportunities are almost limitless. This could mean significant cost savings, international expansion along with a new 4.0 globalization model…The future advancements in predictive maintenance could lead to industry growth on a massive scale.
Challenging an Established Ecosystem
This inertia has various consequences that will fundamentally change the roles of all the stakeholders involved in the running of machines. Before everything was very clear cut: there was one supplier, a machine operator, another operator in charge of maintenance that services the machine on a regular basis and a technician who restarts the machine once it is repaired. Predictive maintenance changes all of that in one fell swoop: machines are fitted with a whole set of sensors that gather data that AI will then analyze to estimate the lifespan of each machine or device (RUL: Remaining useful life).
Machines then transfer data that can be used to run a technical assessment. Just like in Minority Report, the novel written by Philip K. Dick that was turned into a movie of the same name directed by Steven Spielberg. It is the story where criminals are arrested before they commit their crimes by a special crime unit called Precrime. The analogy here is that machines are maintained, spare parts changed before the machines break down and remain out of order for a couple of days. It’s all about doing what it takes before and avoiding the occurrence of incidents. This is what we mean about predictability. It’s with the IoT (the Internet of Things) that we’ll really appreciate how Artificial Intelligence will unleash its full potential. And of course, data analysis provides more and more in-depth statistical analyses that not only make managing maintenance that much easier but also impact retroactively the manufacturing and design of spare parts (shape and material) for improved effectiveness and better resistance to wear and tear. The bigger the fleet of machines, the more data there is, and the more manufacturers should factor in handling of the maintenance of their fleet of machines. Collecting operational data from 10 machines doesn’t provide the same insights as collecting data from 10,000 or 1 million machines.
AI-enabled data processing must now be shared or pooled to allow the entire production system to benefit from the analysis of a significant volume of data.
If data now becomes the main source of information and used to prevent machine breakdowns, then collecting this data also becomes incredibly strategic for today’s industry. Skill building, training programs, staff downsizing, the overall human dynamic is being disrupted. The Data Manager now becomes pivotal for a supplier of industrial machines. For an industrial player, the pooling of the analyses of data of a production unit can prove to be a significant asset in an increasingly competitive market. Yet, for a maintenance technician, the future may seem uncertain, and they may have to adjust and adapt to the new production ecosystem.
And, data collection, is an area of expertise that reaches way beyond the industrial sector per se. IoT is one of the trending technologies that is growing at an incredible pace. In fact, a smart refrigerator may turn out to be as useful as a machine that is part of a production unit, provided we properly leverage the data to generate value. In other words, the pivotal role that data now takes on will break down the silo mode of industry, forcing it to redeploy its set-up, oblivious to any consideration of physical barriers.
A Different Culture
But beyond the organizational changes brought on through time by preventive maintenance and predictive maintenance in the past, now and tomorrow, they will undoubtedly have an impact on the entire social structure of society. The industrial sector will be able to improve production processes (by reducing number of errors), make them more cost-effective (economies of scale on maintenance costs, less staff…), and quicker (by limiting as much as possible the downtime of machines). Better, cheaper and faster: what any business would dream of. But maintenance is just a part of the big picture. It’s Artificial Intelligence with a capital A & I that will completely disrupt production as we know it and therefore society as a whole. Because what comes with optimized predictive maintenance is a whole host of factors: interconnected means of production (with as many operational status sensors), a constant flow of market-related data provided to a business, optimized performance, and constant automation of production volume. A kind of 4.0 lean management approach. In a nutshell, this may be the advent of the factory of the future. But where does that leave humans and their added value? That still needs to be cleared up.
We also hear that some people actually “speak to machines.” They also listen to them. They know how to pick up a sound that doesn’t sound right or an apparent glitch in the motions of the machine. That is the result of an expertise garnered over so many years of experience. But without seeking to downplay their merit or expertise, it must be said that the computing power of Artificial Intelligence applied to predictive maintenance could soon challenge these highly regarded skills.
The cultural shift brought about by the introduction of AI-driven solutions also prompts consideration of responsibility. As AI’s scope widens, so do the responsibilities that go with it. However, responsibility is fundamentally a human trait. How do we apply it to AI? Consider the example of connected cars: statistics show they are safer than human drivers, with fewer accidents and tragedies. Yet, it remains unacceptable to accept and tolerate any harm caused by AI-driven vehicles. This is a true ethical dilemma.
The “optimization” aspect of a technological solution, no matter how effective it may be, is far from being the most decisive factor in its acceptance and deployment. Cultural change is not merely a technological issue but involves a distinctly human dimension that progress can never overlook. At least, let’s hope so.
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Prodware is ramping up its European expansion with the acquisition of Protinus, further strengthening its footprint in the Large Enterprise and Public Sector markets.
Prodware is a leading and major digital transformation enabler. Prodware, in line with its growth strategy, has just acquired Protinus, securing and strengthening its market position.
Protinus is a leading company in providing IT Hardware, Software & Services for the public sector in The Netherlands and generated more than 295 million euros in revenue in FY2022. The Company specializes in serving organizations with 5.000+ workspaces active in Central and Local Government, Healthcare, Education and Large Enterprises. Its consistent double-digit annual growth since 2018 highlights the effectiveness of its strategy. Protinus has developed its ‘Find – Connect – Enhance’ business model to bring clients the ‘best IT has to offer’ using the largest IT partner network in the Netherlands through agile agreements and efficiently coordinating this to provide comprehensive solutions for its clients.
The position and approach align perfectly with Prodware’s growth strategy:
- Substantial market share expansion in existing geographic regions, particularly in the Netherlands
- Accelerating our presence in the large enterprise and public sector markets, where Protinus is a major player, just 9 months after the acquisition of Westpole, which is present in Belgium and Luxembourg
- Building up the group’s portfolio with immediate, tangible synergies between Prodware, Westpole, and Protinus
“Protinus complements our other group companies exceptionally well. This coming together will create substantial value for all stakeholders, including employees, clients, and partners, reaffirming our position as a key player in digital transformation across Europe.” – Alain Conrard, CEO of the Prodware Group.
“Protinus is proud to become part of the Prodware group. We will immediately reap the benefits of the group’s presence in 14 countries, with access to a diverse clientele and a wealth of expertise. Protinus will, in turn, share with Prodware and Westpole, its extensive knowledge in serving large enterprises and organizations in the public sector, including its expertise in the field of managed sourcing through a large network of IT partners, enabling the whole Group to cater instantly to any IT requirement. This coming together will benefit all the Group.” – Vincent Verbiesen, Managing Director of Protinus.
About Prodware Group
With more than 30 years of experience and know-how in IT innovation, we strive to provide value and expertise to our customers around the world. Whether we’re implementing ambitious cloud strategies, cybersecurity solutions, developing AI-powered decision-making tools, or creating IoT applications or deploying ERP and CRM solutions, Prodware is always at the cutting edge of innovation. Since its inception, Prodware has leveraged technological progress to help businesses prepare for the future by creating new economic models for the manufacturing, sales, distribution, finance and professional services industries. The Prodware Group includes more than 1800 employees across 14 countries. It generated revenues of €180M in 2022. Prodware SA is listed on Euronext Growth and is eligible for FCPI and SME PEA.
About Protinus
Protinus boasts a clientele that includes Central and Local Government, Healthcare, Education and Large Enterprises. By finding and offering the best specialized IT partners in the market, customers are able to instantly cater to any internal IT requirement, underscoring once again full-blown IT functional, technical and financial agility. This partner network comprises software and hardware manufacturers, integrators, MSPs, and more, to deliver top-tier services and the most cutting-edge technological solutions to its customers. Its unique positioning with regards to technology vendors and its flexible and scalable agreements, set it apart from its competitors. Protinus is a leading hardware, software, XaaS service provider and excels in providing strategic guidance through a comprehensive single streamlined contract offering.
For more information go to: www.protinus.nl
Personalized recommendations, tracking, cookies…a whole slew of new terms came into being with the 2.0 user experience. So much so that they turned into a new standard for almost all online navigation experiences: that of the data collection process that provides useful information for algorithms that are more and more powerful and accurate.
This data provides information to many different artificial intelligences in order, it is said, to enhance our customer experience.
You are not only a number
“We respect your privacy. By checking this box, you authorize our partners to use cookies or similar technologies to access personal data regarding your browsing and to store it to provide you with the best possible experience…” The sentence is fictional, and any resemblance to an existing or former banner is purely coincidental, but the keywords are clearly present: privacy, browsing tracking, personal data, user experience.
It’s when visitors automatically check all the boxes without reading the consent form, and like magic they’re in. Since the General Data Protection Regulation (GDPR) law, it’s become a must, requiring every data collection process to be approved by the user. It’s a kind of safety net, but its effectiveness varies.
Behind these somewhat cryptic notions lie tons of data, algorithms that together are hard at work culling information to find out more and more about potential or existing customers. In Sales, this boils down to the RFM model of Recency, Frequency and Monetary respectively meaning, how long ago they made a purchase, how often they make purchases over a given period, and how much money they spend. It’s the Holy Grail of Marketing: knowing your customer from every angle to be able to provide the best offering at the best time. The considerable amount of data accessible turns each click, each second spent on a page, into valuable insights for the brand leveraging that click.
The user isn’t simply a number but a whole set of digits. But behind that user is an actual human being. And this human being is a much deeper being, more complex, more complete than whatever their website navigation says about them.
Commonplace and/or Diversity?
This observation is not specific to digital platforms. Marketing operates on a global scale just like that. Customer knowledge has always been the fundamental lever of success for any sales channel. It is the tool that has changed. It has become more accurate and powerful, but it is the same “business as usual” at work.
It starts with appreciating the behavior of customers, understanding why and when they decide to purchase and then collecting their usage data to gain deeper insights.
The next step is to set up customer segmentation based on specific characteristics, also known as personas or buyer profiles. It is to be noted that this segmentation approach is commonly used in sociology and demographics, clearly highlighting that it is not unique to marketing, let alone Artificial Intelligence.
So why all the suspicion? Maybe it’s because humans don’t really appreciate being constantly pictured as a bland representation of themselves. And it could probably also be that we tend to narrow down a person to a boring statistic instead of appreciating their cultural diversity. And yet, even when it’s only about consumption, we all behave very differently depending on the sales channels we use.
Also, as the physical and digital worlds intertwine, a person’s behavior may vary significantly depending on whether they are in a physical or digital context, even with the same brand.
AI’s secret dealings
Concerns about AI often arise from not fully understanding how it works. No, AI hasn’t been spying on you to find out if you have just become a parent. It doesn’t have a legal right to do so, nor does it need to do so; you put the information out there yourself with your search for baby strollers. And this is what is puzzling about how people feel about AI. Like with any new technological advancement it’s all about progress and the excitement about how technology will make our lives that much better and simpler. Looking up something on Google and comparing prices is much more easier than actually going to a brick-and-mortar store to compare baby strollers…
Yet, the comfort of online shopping and searches comes with a price: surveillance. They go hand in hand because they are closely connected. If a brand can suggest a product you are looking for exactly when you need it, it’s because they have listened to you and in a way, have even gotten to know you.
Artificial Intelligence reflects human behavior, a sort of mirror – sometimes a distorting mirror – of who we are. Believing that AI can influence our behavior is not understanding the concept and missing the point. AI is driven and controlled by human beings and lacks any kind of moral intent. When questioning the potential uniformity AI inadvertently induces, it actually underscores the stereotypes we all carry.
Our website navigation is all about behavioral patterns. Algorithms are simply accelerators. So we shouldn’t be worrying about any kind of threat AI may pose but rather reflect on one’s digital identity, what we are all about, what we like. This new boundary we need to explore may be more deeply rooted than expected.
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Paris, March 14th, 2023 – Prodware, leading Digital Transformation enabler in Europe supporting the digital transformation journey of companies, in particular subsidiaries of large groups, mid-size companies and fast-growing SMEs, announces the acquisition of Westpole Belux to further expand and reinforce its presence in Europe.
With presence in 4 countries (Belgium, Luxembourg, France and Italy), Westpole Belux boasts more than 40 years of expertise in the Information Technology industry: External Service Provider, Sales Process Management, Cloud Computing and Cybersecurity solutions.
Westpole Belux notably manages the strategic IT systems of government institutions in Belgium, Luxembourg, Italy and those of the European Union. The group also enjoys a strong foothold within the Banking and Public sectors as well as with major industrial players. Westpole Belux employs around 320 employees and generates a little more than €40M in revenue.
This acquisition is fully in line with Prodware’s growth strategy in that it:
• Bolsters the geographic footprint and opens up new markets (Italy),
• Strengthens the product/service portfolio – in the Cloud/Security/Compliance business sectors, areas in which Westpole Belux has outstanding expertise in,
• Allows to tap into new markets such as the Public Sector and Banking.
“Prodware and Westpole Belux are two highly compatible and complementary companies. The multiple synergies resulting from this coming together will unleash incredible value for all employees, customers and partners.” – Alain Conrard, CEO of the Prodware Group.
“Westpole Belux has welcomed the Prodware offer with great enthusiasm. The group will now be operating in 14 countries providing an even more comprehensive solution portfolio to a wide range of customers. Like Prodware, Westpole Belux supports companies at every stage of their digital transformation journey, offering an integrated approach to IT solutions and services, focused on reducing complexity, driving innovation and ensuring data security.” – Massimo Moggi, Director of Westpole.
About Prodware
With 35 years of experience and know-how in IT innovation, we strive to provide value and expertise to our customers around the world. Whether we’re implementing the most ambitious cloud strategies, developing AI-powered decision-making tools, or creating IoT applications, Prodware is always at the cutting edge of innovation.
Since its inception, Prodware has leveraged technological progress to help businesses prepare for the future by creating new economic models for the manufacturing, sales, distribution, finance and professional services industries.
The Prodware group includes more than 1 500 employees across 15 countries. It generated €188.3 M in revenue in 2022. Prodware SA is listed on Euronext Growth and is eligible for FCPI (innovation funds) and SME PEA (equity savings plan).
About Westpole Belux
WESTPOLE is an IT Solution and Service provider. With over 40 years’ experience in Technology and Innovation, Westpole is a partner of choice for businesses when it comes to supporting their digital transformation journey.
The company’s vision is to support the digital transformation journey of companies with a comprehensive and customized approach providing technological support, expertise and guidance. It assists its clients in addressing strategic challenges in different areas, such as Cloud Computing, Infrastructure, Applications and Cybersecurity, as well as cutting-edge areas such as Artificial Intelligence.
WESTPOLE embraces innovation with a pioneering, passionate and emphatic state-of-mind that establishes it as a benchmark for the industry.”
Applying empathy over authority
In a 2018 report published by Business Solver on Empathy at Work, 96% of employees surveyed considered empathy to be essential. Ironically, 92% believed that the companies they work for do not value that specific ethical value. These figures underscore a significant paradigm shift within companies. They also show that employees have new expectations calling for more respect and recognition and demanding to be more involved in the decision-making process. It seems that the days of top-down management, where managers did the thinking and employees did the tasking, are over.
Showing empathy at work means above all being able to work together as a team or group and move away from organizational silos in order to leverage the benefits of a horizontal organizational structure. It also means being willing to refrain from passing judgment and opening up to others. It means being willing to accept that one is not all-knowing and that unleashing the power of many through the concept of collective intelligence is superior to one’s individual decision even if that decision proves to be excellent. Exploring these new principles of management implies adopting an authentic and strong “feedback” culture. All opinions deserve to be heard and shared in order to promote a culture of innovation and agility and therefore creating growth and value.
Ethics contributing to customer experience
The impact of an ethical approach to business has been measured in several publications such as the LRN Benchmark of Ethical Culture. This survey of thousands of employees shows that companies with the strongest ethical cultures outperform others by 40%. These ethical qualities can be seen throughout all of the organization: employee loyalty with employees in turn becoming company ambassadors; teams proving to be creative and willing to easily adapt to change; more growth while also increasing company attractiveness and customer satisfaction.
This last point has also considerably evolved. Ethics and Global Warming challenges facing the world today have consumers radically changing their purchasing behaviors and expectations. So, a Feedback Culture really matters and not just to measure your employees’ level of satisfaction but is now the « name of the game » for customers as well. Reaching out to your customers, understanding or even anticipating their needs and expectations is now “a must” for companies intent on providing new and innovative products and services. Here too, digital transformation is pivotal in collecting feedback from consumers online via the different social media channels.
Taking risks – learning to move forward
How do you foster and promote a corporate culture built around ethics and empathy? Well to begin with, accepting that people make mistakes and that failure is part of the learning process. In the past, whenever there was some kind of setback it was customary to point the finger at someone and blame them. And that led to employees believing that showing initiative could be dangerous. But now, it is a whole different ball game and taking risks, encouraging risk taking, is the way forward. And that means accepting failed attempts and learning from them – drilling the, “if at first you don’t succeed then try and try again,” motto to get the message out there. However embracing the idea that you learn from your mistakes is what will set the stage for this new mindset and avoid the blame game. Moreover, choosing to not blame any one person for whatever mistake is also a way to pinpoint the real root cause of the problem.
Corporate culture must therefore promote risk taking and what psychologists refer to as cognitive flexibility i.e. the ability to be in constant learning mode and call into question one’s certainties proving to be open to change and adaptability in all circumstances. So these new management principles in constant flux is what is needed today to cater to the extremely fast-paced and volatile markets. Competitors or start-ups can emerge at any time with new business models and so learning and agility have become fundamental pillars to ensure the development and growth of companies.
So at the end of the day, the meaning of “culture” in the expression “Corporate Culture” should be appreciated as such, for its true meaning. Before, the only real priority and raison d’être of companies was to keep their shareholders happy. Now with Corporate Culture in the picture, making a profit is still just as important but it now needs to bear meaning and purpose. Companies create financial and economic value for sure but from now on, they will also need to create societal value.
Through the values a company sets for itself and conveys, it actually turns into a true social contributor with responsibilities, rights and duties. Both internally and outside the organization, i.e. for its employees and partners alike, a company’s role now also consists in creating and bringing value for the common good. So, in addition to its products or services, its values permeate society and could even be educational, a source of inspiration and bring people together.
So the term “Corporate Culture” isn’t just another of those buzz words, but a real thing that keeps on changing. It needs to feed off the culture of its talents rather than trying to have them blend in under an imposed version of it. Trying to impose such a version would mean trying to do away with differences, doing away with what makes them unique and what they can contribute. So what needs to be done is exactly the opposite i.e. getting the corporate culture to grow by aggregating and feeding off the culture of all a company’s talents in a kind of syncretic spree where empathy, ethics, open mindedness, a willingness to learn, trust and transparency make up the social fabric of tomorrow’s innovative companies.