The imec.digimeter 2024 Results Through the Lens of a Consultant

The latest imec.digimeter 2024 results make one thing clear: AI is more than a trend. In Flanders, 93% of people are aware of AI, and nearly half have already used it. But before we pop the champagne, let’s talk about the other side of the story; the skepticism, the hesitation, and the resistance that still lingers in many organizations.

As a consultant at The House of Marketing, part of the Organizational Design team, I frequently work with clients that feel stuck when it comes to AI. Beyond that, I often discuss the AI revolution with my parents and others from “their generation”. Some are excited but don’t know where to start. Others are hesitant, worried about job security, or just unsure whether AI is a useful tool or an overhyped trend.

Why many employees are still hesitant

According to the imec.digimeter, AI is booming in Flanders. 45% of people have already used generative AI tools like ChatGPT, and 28% are using them regularly. But here’s where it gets interesting: while students and young professionals are jumping on board quickly, a significant portion of the workforce is either hesitant or actively avoiding AI.

And that makes sense. I’ve heard all the concerns firsthand:

“AI is going to take my job.”
“I don’t trust it; it’s not safe.”
“I have no idea how to use it in my daily work.”

These concerns are valid. AI adoption isn’t just about technology, it’s about people understand, accept and use it. And when companies introduce AI without addressing concerns, there is a higher chance that employees resist rather than embrace it.

This is exactly why coaching, change management, and clear guidance are so crucial. You can’t just throw AI tools at employees and expect magic to happen. You need a well-defined team structure, a rollout plan, and most importantly a team that feels supported every step of the way.

Structuring your team for a futureproof AI transition

At The House of Marketing, we offer a range of services, including organizational design, where we focus on change management and coaching. Here’s how we help companies like yours turn AI’s potential into practical, real-world adoption.

1. Organizing Teams for AI

Successfully integrating AI into a marketing team requires a clear structure with well-defined roles, responsibilities, and efficient workflows. We start by analyzing organizational charts and assessing the current skill sets and tools in place. From there, we design a future-ready team structure, ensuring that the whole team is aligned with AI initiatives and can effectively collaborate across functions.

2. Managing AI Change

The biggest mistake companies make with AI? Dropping it into the workplace with no real implementation plan. That leads to frustrations, distrust and misinformation.

We work with leadership teams to create tailored AI adoption strategies that take into account:

The company’s context & culture: Are employees open to innovation, or do they need more reassurance?
Current skill levels: What is the current level of the team and who needs training?
Practical applications: How can AI help each individual do their jobs better?

By introducing AI gradually, following a clear implementation strategy, we ensure that employees can adapt without feeling like they’re being forced into something unfamiliar.

3. Coaching for AI Confidence

A lot of AI resistance comes from a lack of understanding. People don’t fear what they know; they fear what they don’t. That’s why we provide hands-on coaching, helping employees, managers and teams understand AI, see its real value, and experiment with it in a safe environment.

We don’t just throw technical jargon at your team. Instead, we focus on real-world applications, showing how AI can make their jobs easier, not replace them. We believe that when employees see how AI can increase efficiency, their perspective will shift fast.