Dutch SMEs urged to build digital foundations before adopting AI
Entrepreneurs in Zuid-Holland are being advised to digitalise and automate their businesses before jumping into AI. Experts warn that without a solid foundation, AI tools may fail to deliver real benefits, costing time and money instead of saving it.
| Key Fact | Details |
|---|---|
| Expert | Jasper Verbunt, founder of Redkiwi & VionA (Rotterdam-based AI-driven digital agency) |
| Advice for SMEs | 1. Digitalise business processes first (e.g., move from paper/Excel to digital) 2. Automate repetitive tasks (invoices, emails, schedules) 3. Apply AI only where it solves a specific problem |
| Support Available | Free digital workshops (Digital Workshops South Holland), subsidies for implementation, cybersecurity help via PVO |
| Province Involvement | Zuid-Holland’s DigitaalZH network supports digitalisation projects with municipalities and partners |
| Sector Opportunities | Horticulture, medical sciences, port, creative industry, logistics |
| Common Starting Point | Administration (invoices, timesheets, contracts, emails) |
The Province of Zuid-Holland plays a key role in supporting digital transformation for SMEs through initiatives like DigitaalZH and Digital Workshops. These programs aim to bridge the gap between traditional business practices and modern digital tools, ensuring entrepreneurs are prepared for AI adoption.
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Read the full translated article below
Ready for AI? Start with the Basics
Many entrepreneurs want to do something with artificial intelligence (AI). But where do you start? And are you ready for it? Jasper Verbunt, founder of Rotterdam-based AI-driven digital agency Redkiwi, shares his honest advice. His message is clear: first digitalise, then automate, and only then apply AI.
Many SMEs suffer from AI FOMO
Jasper recognises it immediately. "Many entrepreneurs come to us with the question: we want to do something with AI. But if you dig deeper, they don’t actually know which problem they want to solve." That uncertainty is understandable. AI is everywhere in the news. You don’t want to be left behind. But without a clear question, the answer is also hard to find.
"You first need to know what you want to solve. Otherwise, AI isn’t a solution—it’s just a new tool gathering dust." — Jasper Verbunt, founder Redkiwi & VionA
That feeling of 'missing the boat' if you don’t get on board now? Jasper understands it, but he also nuances it. "AI isn’t going anywhere. You have time to do it properly. And doing it properly means: in the right order. There are steps all entrepreneurs can take, according to Jasper:
1. Digitalise your business
- Ensure your business processes are digital. First, ask yourself: which processes are you still handling on paper or in Excel? Start there.
- Digital Workshops South Holland offer free support for digital challenges. You’ll be matched with an expert.
- DigitalZH is a network of municipalities, the province, and partners, focused on concrete digitalisation projects.
2. Automate smartly and securely
- Map out what you repeat every week: invoices, emails, schedules, contracts. Those are your opportunities.
- Find a local digital partner who knows your sector and has experience with automation.
- Ensure it’s done securely. PVO (Platform Veilig Ondernemen) can help get your cybersecurity in order.
3. Apply AI where it truly helps
- Ask yourself: which problem do I want to solve? Not: how do I use AI?
- Use tools that are already in your system (such as Microsoft Copilot or Google Gemini) before signing up for new subscriptions.
- Use AI responsibly: be transparent about how you handle data, especially when it comes to customer or employee information.
From experimenting to structural AI use
How do you make AI part of your daily work? A great example comes from the practice of Redkiwi, a Rotterdam-based AI-driven digital agency. They started early and learned a lot along the way. "We quickly set up a small AI task force. Every two weeks, we met to share knowledge: what have you tested? What works? What doesn’t? This way, an organisation learns from within, without expensive external training."
And that learning process looks different for every company. "A painting company has very different opportunities than a law firm. But there’s one thing almost every business has in common: administration. Every entrepreneur deals with invoices, timesheets, contracts, emails. That’s almost always a good starting point. Not because it sounds exciting, but because it saves you time immediately." Don’t ask yourself: how can I use AI? Ask yourself: what currently costs me a lot of time, money, or energy? That’s where the conversation should begin.
What can the province do?
Jasper is honest: he’s not a fan of generic AI workshops. "In two years, everyone will have used AI at least once. Workshops will be obsolete by then. Just like we once learned Word and Excel, now everyone just uses them." What does work? "Subsidies that help companies take the real step to get started. Not a €100 course, but a serious reimbursement for a concrete implementation in your own business. That’s when you’ll actually do it."
He cites the Digital Workshops as a good example of how governments can help. "Companies are matched with experts who genuinely help them digitalise. The next step is: how do you make that smarter with automation and AI?"
Do it right, not fast
Redkiwi and VionA are living proof that AI works—if you approach it step by step. Not as a hype, but as a tool that fits your business and your problems. Jasper’s message is simple: "You don’t need to know everything right away. You just need to be honest about where you stand now. Start with the basics. Digitalise. Automate. And then, when you’re ready, bring in AI." South Holland has strong sectors: horticulture, medical sciences, the port, the creative industry, logistics. AI offers opportunities for each of these sectors. But you’ll only seize those opportunities if your foundation is solid.