The licences are paid for and the training is done. Use stays stuck at correcting emails.
Access to AI does not change a work habit. Influencing use is a behavioural question, not a technical one. You learn to design the work moment so AI becomes the easy choice, and so you gain influence on how your organisation works.
2 days · Amsterdam · € 1,490 excl. VAT · next edition see the calendarOnline · 33 lessons at your own pace · €1,190 excl. VAT
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Answer three questions. Then you see what is going on for you.
You said: everyone has access, and hardly anyone uses it.
You said: a few enthusiasts, and the rest look on.
You said: people use it, but carelessly or in secret.
You said: tools, training and policy, and it keeps getting stuck.
And they do not see what it gives them. A general benefit moves nobody. A benefit on Tuesday morning does.
And they are afraid. Fear does not go away through explanation. It goes away through a first time that ends safely.
And it does not fit the work. Then the work is what you design, not the tool.
The tool is ready. But nothing in the working day asks for it. After the training people go back to their automatic routine, and AI has no place there. The old way still works, costs no learning time and carries no risk.
Tomorrow, pick one recurring task in one team. Make AI the fixed first step there. Finding and designing moments like that in work routines is what you learn in two days. It is about people, not models.
Enthusiasts are not the norm. They are the exception. Whoever is unsure looks at what most colleagues do and at what happens when it goes wrong. As long as mistakes are visible and use is invisible, waiting stays the safest choice.
Tomorrow, make visible how many colleagues already use AI, and for what. And have a manager share a mistake out loud that had no consequences.
People use AI because it helps them. They do it in secret because the organisation has no place for it yet: no agreement on what is allowed, no place to share what works. Banning it drives it further underground.
Tomorrow, create one place where colleagues show how they use AI, without judgement. That brings use into the open. And that is where you can design responsible use.
Everything you arranged gave people knowledge and permission. Use comes from somewhere else: a moment in the work that asks for it, colleagues who do it visibly, a first time that goes well. A training transfers knowledge. It does not break a habit.
Tomorrow, plan no new demo. First map what holds colleagues back at the moment of work. What you learn for that does not change with the next version of the tool.
The Art of Influence© · 2 days · AmsterdamThe Art of Influence© · online · 33 lessons
After two days you see what holds colleagues back from using AI. And you know how to design the work so use happens by itself.After the 33 lessons you see what holds colleagues back from using AI. And you know how to design the work so use happens by itself.
Start online now →€ 1,490 excl. VAT · next edition see the calendar · max 16 participantsOnline · 33 lessons at your own pace · €1,190 excl. VAT
SUE's AI adoption training is The Art of Influence©: two days in Amsterdam, with AI throughout the programme. You learn why colleagues do not use AI, even after a tool training, and how to shape the work so they do. It is for anyone who wants AI to land in an organisation, with no technical knowledge required. It costs € 1,490 excl. VAT, for at most 16 participants.
“I decided to attend the Behavioural Design Academy instead of going to Hyper Island or SXSW. I wasn’t disappointed. During the 2 days, my eyes opened up. Theoretical and interactive sessions on human behaviour created a new way of thinking and created a feeling that the possibilities of this knowledge are unlimited.”
10,000+ professionals trained, including people from
You see why colleagues leave AI unused, even when the tool is ready.
You find the moment in the work routine where AI can become the fixed first step.
You make use visible and mistakes safe, so the doubters follow.
You test an intervention in one team before you take the whole organisation along.
You learn this with the Behavioural Design method and the SUE Influence Framework, the same method the SUE AI Mentor is built on, applied to people rather than models.
A maximum of 16 participants. You practise on real behavioural cases from practice, and after two days you apply the method to the AI adoption running in your organisation now.
| Tool training (prompts and features) | Demo or lunch session | The Art of Influence© | |
|---|---|---|---|
| What it is about | What the tool can do | Showing what is possible | Why people do or do not use the tool |
| What you practise | Prompts and features | Little to nothing | Diagnosis and design on real adoption cases |
| What you do on Monday | Operate the tool better | Feel enthusiastic | Give AI a fixed place in one work routine |
If you mainly want to learn how a specific tool works, a tool training is the better fit. If you want colleagues to really use AI in their work, you are in the right place.
Trainer & consultant
Helps organisations understand why people do what they do, and steers it in culture and wellbeing programmes.
Trainer & consultant
Designs lasting change in healthcare and sustainability, in people and in organisations.
Product designer & UX strategist
Turns behavioural science into practical solutions that help teams innovate faster.
Trainer & consultant
Founded the Behavioural Design Circle at ABN AMRO and has spent 25 years on customer behaviour and change.
The framework, cheat sheets and the tools are very useful. The course is taught at a good pace with a nice mix of theory and practice. Day two sometimes went a bit too fast because it is much to process, but the SUE'ers are super friendly, welcoming and you actually feel at ease. Thank you!!
2 days packed with models, examples and new insights on how important behaviour is in everything you do (work, play and society).
The BDA provides a great structure to apply behavioural insights into real world applications. Jorn was fantastic at creating an open atmosphere in which to truly understand how people think and what can be done to influence their behaviour.
Maps, in one overview, the forces that hold your change back and those that carry it.
Translates your diagnosis into interventions that make the new behaviour easier than the old.
Shows what people are really trying to get done, and why the old behaviour fits that.
The questions that let you hear what people do not say in the meeting.
Pins down exactly which behaviour you want to see and how you test it small before rolling out.
After purchase you receive the AI Mentor, after the training your certificate and lifelong membership of the Behavioural Design Club.
Most participants take the training on their employer’s budget or their own training budget. The VAT invoice goes to your organisation: €1,490 excl. VAT. Open the email below, fill in three things and send it to your manager.
2 days · Amsterdam · € 1,490 excl. VAT · next edition see the calendar · max 16 participants · EQAC certificateOnline · 33 lessons at your own pace · €1,190 excl. VAT
Because a training transfers knowledge but does not break habits. Employees go back to their automatic work routine, and AI has no fixed place there. As long as the workflow, the social norm and the ease of the first step do not change with it, use fades within a few weeks.
For AI leads, innovation managers, HR and L&D professionals and team leads who want AI to land in their organisation. No technical background and no prior knowledge of behavioural science required.
A maximum of 16 participants per edition, at SUE on the 's-Gravenhekje in Amsterdam. English-language editions run several times a year; the next date is shown next to the button on this page and you choose from all dates when you enrol.
€ 1,490 excluding VAT, including the Behavioural Design Toolkit, lunch, the EQAC certificate, access to the AI Mentor after purchase and lifelong membership of the BD Club.
An EQAC-certified certificate for The Art of Influence©. Participants rate the training 9.3 out of 10.
Yes. We run every training in-company too: with your own team, on your own challenge, from one day to a programme of several months. How that works is on the in-company training page.
AI literacy is the ability to understand AI, use it responsibly and judge its output. Since 2 February 2025, Article 4 of the EU AI Act requires organisations to ensure that staff who work with AI are sufficiently AI literate. Knowledge alone is not enough for that. Literacy is also behaviour, such as knowing when not to trust AI.
Because the tools change every month, and people do not. What holds colleagues back is habit, fear and what others do. The Art of Influence© teaches you to see those forces and design the work around them, with AI throughout the programme.
With your whole team? See the team trainings.
Why licences and trainings do not turn into use, and what does.
Read the guide →Why people wait until it feels safe to try AI, and how to make it safe.
Read the guide →What a training can and cannot do for AI use in the workplace.
Read the guide →Whoever rolls out AI hopes for use. Whoever designs the work gets it.
