Generative AI is rapidly changing the creative disciplines: boundaries between disciplines are blurring, value creation no longer arises in production, while the demand for framing, taste, quality, responsibility, intellectual property (IP) and transparency is growing.
hAIbrid @ AI Coalition 4 NL, Amsterdam, 5 February 2026
Workshop
Generative AI
Generative AI is rapidly changing the creative disciplines: boundaries between disciplines are blurring, value creation no longer arises in production (“maker”), while the demand for framing, taste, quality, responsibility, intellectual property (IP) and transparency is growing.
Proposition: if you want to make creative craftsmanship future-proof, you need to redesign the education model (and not just add a new subject called “AI”).
Skills gap: tools and workflows change every quarter; traditional curricula move (too) slowly.
Shifting entry-level roles: less “routine production”, more “AI-augmented craft” (curation, QA, consistency). Compliance & trust: organizations must demonstrate responsible use of AI (AI literacy, transparency, governance).
Clients are buying less “content” and more of a creative chain (process, governance, compliance, measurable performance) in which AI is a production layer.
Data agreements are essential for scalability. Ecosystem logic: Europe encourages broad skills partnerships and innovation ecosystems for CCIs.
Industry: Creative agencies & studios (live briefs, quality standards, mentors); Cultural institutions (audience context, heritage, social relevance); SMEs/manufacturing industry (product/brand/UX, implementation) Governments/public organizations (public value, procurement, transparency) Education & knowledge partners (micro-credentials, research, teacher transformation) Ecosystem partners (Pact for Skills CCI / EIT Culture & Creativity networks).
The Netherlands: AiNed (National Growth Fund): investment program to strengthen the Netherlands’ position as a leader in AI; focuses on bottlenecks in innovation, transitions, knowledge sharing and the labor market, and on concrete chain collaborations around AI solutions. Dutch AI Coalition (NL AIC): network that aims to accelerate responsible AI transition together with government, businesses and education.
Since 1 January 2025: NL AIC and AiNed have been merged into AI Coalition 4 NL (one larger community + one larger investment program under one umbrella).
Katapult: national network of 600+ PPPs between education and industry (with high participation rates) and a clear upscaling logic for practical learning, innovation and LLO.
Participants
Barbara Revelli, ELIA, European League of Institutes of the Arts
Gerbrand Bas, Designlink
Bert Hagendoorn, Dutch Digital Design, Founder and Board Member
Elizabeth Sikiaridi, Hybrid Space Lab
Frans Vogelaar, Hybrid Space Lab
Gijs Gootjes, EIT CC
Hans Luyckx , AI-Advies & Training Founder Owner Ai-Advies en Training
Ingrid van Rossum, Great Place to Grow
Jan Willen Huisman, IJsfontein, DGA
Jann Waal, Info.nl
Mareile Zuber, Hogeschool van Amsterdam
Marloes Bruijn
Maurits Rubenstein
Patricio Lobos, Nexus Studios
Paul Spies
Philippe Rubinstein
Philippe Soeters, Design Founder
Roel Vertegaal, Association for Computing Machinery
Mathieu Weggeman, Eindhoven University of Technology
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