At the Iconic Heineken Building in Rotterdam: Ciphix’s Kick-off Event 2025

At the iconic Heineken Building in Rotterdam, innovators, leaders, and tech enthusiasts gathered for Ciphix’s Kick-off Event 2025. The day revolved around how AI and automation not only enhance organisational productivity but also make operations and interactions more human—ultimately increasing their effectiveness and relevance in everyday use. With a clear vision, concrete real-world examples, and thought-provoking insights, the speakers guided participants into the future of technology and business operations, demonstrating how these innovations not only drive efficiency but also create meaningful impact.

Why Hyperautomation Has No Future

Marijn van de Poel, Chief Proposition & Technology Officer at Ciphix, opened the event with a striking statement: “We are stopping hyperautomation.” Not because the technology lacks value, but because the term does not do justice to what truly matters: solving real-world challenges.

Marijn explained that customers are not primarily interested in complex technologies or sophisticated concepts. “What they want is for their challenges to be solved. How we achieve that and with what technology? That’s our responsibility.”

This focus on simplicity and impact is at the heart of Ciphix’s vision for 2025. Rather than discussing abstract concepts like hyperautomation, Ciphix prioritises concrete solutions tailored to the specific challenges of organisations. This means providing clear examples of real-world successes and viewing technology as a means to an end, rather than an end in itself.

Marijn’s vision immediately set the tone for the rest of the afternoon: technology only truly works when it contributes to valuable, practical solutions.

How Vitalis Uses AI to Make a Real Difference

Mark Peele, Field CTO at Ciphix, delved deeper into the technology behind automation. He demonstrated how automation has evolved from traditional RPA to generative AI and the latest development: AI agents. These AI agents can operate autonomously, make decisions, and execute tasks without constant human intervention. This makes them ideal for processes requiring high efficiency, scalability, and rapid response—key advantages in many AI applications.

The discussion with Jeroen Swanen (Director Flex & Strategic HR, Vitalis) shifted from theory to practice. How do you introduce AI in a sector like healthcare, where resistance to change is common?

According to Jeroen, the key was simple: “Ask your team what bothers them most, and start there.” At Vitalis, this meant tackling last-minute rota disruptions—an issue that created immediate stress for care teams. The solution? Rob Otmans, a bot that automated scheduling processes and significantly reduced administrative burdens. (click here, for more on this case).

Later, Tobias was introduced—an AI agent that answers employee queries via WhatsApp. By giving these bots names and even employee numbers, they stopped being mere tools and became virtual colleagues. “No one chooses a career in healthcare to do paperwork. Thanks to Tobias, our employees now have more time for what truly matters: caring for people.”

Jeroen’s key takeaway? “Pick one problem and tackle it. Don’t wait for perfection—just start.”

Sustainability and AI: A Voice for Nature

Milan Meyberg, sustainability strategist and concept developer, began his keynote with a reference to Jeroen Swanen’s earlier statement: “Pick a problem and deal with it.” According to Milan, this is exactly what’s needed in the fight against climate change and the pursuit of a more sustainable world. “The challenges seem overwhelming, but if you focus on one specific problem and choose the right tools, you can make a real impact.”

Through his Right of Nature project, Milan demonstrated how AI can literally give nature a voice. Imagine a river that reports on pollution levels or a forest that warns about potential wildfires. AI is not just used to analyse complex environmental data but also to translate it into compelling stories that engage people emotionally.

“Think of nature as a family member,” Milan suggested. “Would you destroy your grandmother’s garden? Of course not. By using AI to personify nature—such as creating an AI avatar for the ocean that people can actually converse with—we foster an emotional connection that motivates action.”

Milan emphasised that traditional climate change reports often fail to resonate. His solution? Combining better storytelling with technology. By leveraging AI to make climate issues more accessible and urgent, policymakers and businesses can be inspired to take action. “AI can be nature’s voice—a powerful tool to wake up world leaders and drive real change.”

The Common Thread: Just Start

The day was packed with valuable insights, but one message stood out: you don’t need to solve everything at once. Pick one problem, take action, and commit to it. Whether it’s an AI agent like Tobias, a small automation process, or a storytelling project like Right of Nature, the key is to take the first step.

Toasting to the Future

With champagne and a New Year’s reception, the Kick-off Event ended on a celebratory note. Participants left not only with fresh inspiration but also with the opportunity to launch their own AI agent within a month—a concrete step towards adopting smart solutions that truly work.

With this renewed energy and practical insights, 2025 is not just another year—it’s an opportunity to use technology with purpose and make an impact where it matters most.