Free masterclass for leadership & L&D

From AI tools to AI advantage: behaviour is the missing piece.

Everyone is investing in AI. Most organisations aren’t seeing results. Not because of the technology. Because of how people work with it. In 60 minutes, Tom de Bruyne shares four behavioural science insights that determine whether your AI investment delivers value, or joins the 30% that stalls after the pilot.

12 March 2026 Date

10:00 CET 60 minutes

MS Teams Online

Free Cost

Tom De Bruyne

Founder SUE • Author Gamechangers

For leaders driving the AI transition right now

This isn’t another session that explains AI. This is a focused masterclass for decision-makers who have the mandate to make AI adoption succeed — and are ready to take the right steps now.

CEOs & Directors

Who need the AI investment to deliver what the business case promised. Not next year. Now.

Team Leaders

Who want their teams to stop using AI as a spell checker and start using it as a competitive advantage.

L&D & HR Directors

Who are responsible for AI adoption and ready for an approach that addresses the real barrier: behaviour.

What you’ll learn in this masterclass

Four insights that determine whether your AI investment
delivers value

Where the real leverage is

The answer isn’t more technology, more training, or more urgency. Gartner found that 30% of gen-AI projects stall after the pilot. The organisations that break through invest in something most companies overlook entirely.

How to move from spell checker to competitive advantage

Most teams use AI for summaries and formatting. The organisations that pull ahead do something fundamentally different, and it has nothing to do with better tools. It has to do with how people make decisions about new technology.

How to turn uncertainty into ownership

Your people aren’t against AI. They’re uncertain. That uncertainty triggers four psychological forces that block adoption. Once you see them, you can design around them.

What you can do differently on Monday

Concrete behavioural interventions you can apply immediately. No abstract models, no motivational slogans, no “change management theatre”. Practical steps based on 15 years of behavioural science.

Gartner predicts that 30% of all gen-AI projects will be abandoned after the pilot phase. The question is: what approach will make your organisation part of the 70% that breaks through?

Yes, register me for free →

12 March • 10:00 - 11:00 CET • Free • Online

Is this worth an hour of your time?

Fair question. Our answers.

“Another AI session full of hype?”

This is not an AI session. This is a behaviour session. No demos, no tool tips, no productivity hacks. Tom de Bruyne applies 15 years of behavioural science to the one question most AI programmes fail to ask: why aren’t people changing how they work?

“We’ve already invested heavily in AI.”

That’s exactly the point. The investment is made. The question is: why isn’t it delivering what the business case promised? Tom shows where the gap is, and it’s not where most organisations look.

“I only have 60 minutes.”

That’s why we kept it deliberately compact. Lunch-break format. Four insights, concrete takeaways, no filler. If after 15 minutes you’re not getting value, close the tab. No hard feelings.

Free Masterclass • 12 March 2026

The organisations changing behaviour around AI now
are building an advantage that’s hard to catch

With Tom de Bruyne, author of Gamechangers and co-founder of SUE Behavioural Design. 10,000+ professionals trained. Working with ABN AMRO, Heineken, KPN, Rabobank, and UNHCR.

12 March 2026 10:00 - 11:00 CET • 60 minutes Online via MS Teams Free • limited spots