Deep Dive · Behavioural AI

Anyone can use AI. The ones who stand out understand people.

The best prompt starts with understanding people. In this Deep Dive, you'll learn how behavioural design makes you a sharper AI user, and a more effective one. Because the real edge isn't the tool, it's knowing what makes people tick.

Suitable for

Subject-matter experts & professionals Managers Team leaders HR & L&D Change management Organisational consultants
View the in-company training View the online training

9.7/10 Springest  ·  10,000+ professionals trained  ·  EQAC accredited

Professional working with AI adoption training from SUE Behavioural Design
Heineken ING Bank KPN Eneco ANWB Randstad Amnesty International Roche Adyen European Commission Centraal Beheer Achmea DPG Media Gemeente Amsterdam Sony eBay Heineken ING Bank KPN Eneco ANWB Randstad Amnesty International Roche Adyen European Commission Centraal Beheer Achmea DPG Media Gemeente Amsterdam Sony eBay
Who is this for?

This training is specially designed for

Professionals who want to get more from AI Who use AI every week but, honestly, the output never really feels like theirs. Too generic. They know there's more in it.
Team leaders & managers Who have said "just use AI" but see that their team has barely changed how it works as a result. And aren't quite sure why.
HR directors & L&D professionals Who have already bought training, rolled out tools, and are still waiting for the behaviour change it was supposed to deliver.
Change managers Who know it's a people challenge, but don't have the language to name what's happening — and what's really needed to break through it.
Organisational consultants Who help clients with AI programmes and find that the real question is never about the tools, but about the people who don't want to use them.
Leaders in AI-intensive organisations Who have invested in tools and training and are still waiting for the workflow change that was promised.
What you can do with it

This is what changes after the training

Your AI output is no longer recognisable as AI Your tone, your context, your judgement in it. Colleagues ask whether you wrote it yourself. That's the difference between using AI and making AI work for you.
AI is no longer something you do when you have time You use it Monday for the report, Tuesday for the prep, Wednesday for the analysis. Not because you have to. Because it genuinely goes faster and feels better.
You stop thinking: they just don't want to change You now see what's really going on with that one colleague who drops every AI tool after two weeks. And you know what you can do, instead of explaining one more time how useful it is.
You understand why your AI rollout isn't getting off the ground It clicks: it's not the tool, not the willingness. It's something people are protecting in their work, something that weighs heavier than all the benefits you've already listed.
Someone on your team asks: how did you do that with AI? Not because you gave a workshop. But because you showed them something they want for themselves. That's how AI use really spreads — from person to person, not from policy to floor.
You know whether AI use has really changed, or only on paper Your director asks: how many people are using it? You ask back: but is the way they work actually changing? That distinction determines whether you're having the same conversation in a year's time.

Behavioural Science × AI: The combination that gives you the edge

AI is lightning fast. But without insight into how people make decisions, adoption never truly changes. When you understand what drives behaviour, you brief AI better, read output more sharply, and design change that sticks. This is exactly the combination you learn in this course. The difference is never in the tools. It's in the people.

SUE trainer delivering AI Adoption training
Step 1
Understanding why people don't change, even when they want to You get a lens that shows how behaviour change really works. Beyond rational arguments and good intentions. So you finally understand what's really happening on the shop floor.
Step 2
Briefing AI as an expert, not as a user You learn how to bring your professional knowledge and insight into people into AI prompts. So the output isn't generic, but the work of someone who truly understands what drives the audience.
Step 3
Designing adoption that truly sticks With a behavioural science approach you design the conditions under which people embrace AI. So it's not a one-off training, but lasting behaviour change.
Step 4
Becoming the conductor of AI expertise You learn how to deploy AI like an orchestra that amplifies your expertise. Not as a replacement, but as a force multiplier for what you already know and can do. So you're the conductor, not the performer.
Behavioural Science Behavioural Science
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Power of AI Power of AI
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Professional superpower Professional Superpower
How do you want to learn?

Two ways to follow the Deep Dive

Self-directed online at your own pace, or as an intensive one-day team training in which you apply the behavioural science framework directly to your own AI adoption challenge.

In-Company Team Training

We want to truly start using AI in our work, not as an experiment alongside everything else, but as something that makes us sharper.

Everyone on the team learns in a single day to brief AI with their own professional knowledge, evaluate output as an expert, and understand why adoption sometimes fails to take off. Not as a spectator, but as someone who is going to do it themselves. You leave with three concrete skills and a shared picture of what's happening in your organisation, so that change doesn't rest with one person but with the whole team at once.

Work on your own AI challenge 1 intensive day 8–16 participants Certificate for all participants Incl. AI training & tools
€7,990 excl. VAT per group
Schedule a discovery call View the programme

No obligation  ·  Response within 1 working day  ·  Limited availability per quarter

Team at work during the in-company AI Adoption training from SUE Behavioural Design
Immediate access after enrolment

I want to truly learn to use AI in a way that suits my work — not a generic tool training, but something that makes me sharper.

Twelve lessons that give you three skills most AI courses skip: how to brief AI with your professional knowledge, how to review output as an expert, and how to use behavioural science to understand why adoption sometimes simply doesn't work. Built on research, directly applicable to your work.

Start immediately 12 lessons 14 toolbox downloads Lifetime access Certificate on completion Personal feedback
€690 excl. VAT p.p.
Start the training View the programme

14-day satisfaction guarantee  ·  Not satisfied? We'll make it right.

Online training Designing AI Adoption from SUE Behavioural Design
🇬🇧
Language English
Subtitles 🇬🇧 EN   🇳🇱 NL   🇩🇪 DE   🇸🇪 SE   🇫🇮 FI
Feedback Dutch & English
Google 4.8/5 Bloomville 5 stars Springest 9.7 EQAC accredited
The programme

What will you learn?

Both routes are built on the same behavioural science framework, but offered in the way that suits your situation. Click below to see the programme for the route you want to follow.

10,000+ Professionals trained
45+ Countries
9.7/10 Average rating
15 years Experience

Please note: the curricula overlap in themes, but are not identical. The online training builds knowledge step by step across 12 lessons divided over 4 modules. The team training is an intensive day in which the same behavioural science framework is applied directly to your own AI adoption challenge. Both paths lead to the same result, via a different route.

12 video lessons divided over 4 modules, each a maximum of 8 minutes. You build step by step the three skills most AI courses skip.

Module 1  ·  Understanding why adoption fails

Lesson 1

Why smart people still don't use new tools

You understand why AI adoption stalls and where the real lever lies.

Lesson 2

Seeing through the eyes of someone who doesn't want to change

You recognise the three mechanisms that block change — including in yourself.

Lesson 3

When humans and AI truly make each other stronger

You see what winning human-AI combinations do differently from the rest.

Module 2  ·  Learning to diagnose behaviour

Lesson 4

Discovering what people are actually trying to protect

You learn to look beneath the surface and name what someone is really protecting.

Lesson 5

Making the invisible forces behind resistance visible

You map the four forces behind AI behaviour for every situation.

Lesson 6

From assumptions to sharp behavioural diagnoses

You translate a diagnosis into the right intervention — not a generic one.

Module 3  ·  The three human skills

Lesson 7

The art of asking sharp questions to AI

You know which skills set you apart from someone who merely uses AI.

Skill 1  ·  Briefing

How to get better answers from AI

You learn to brief AI so that your expertise shapes the output.

Skill 2  ·  Reviewing

When an AI answer is good enough and when it isn't

You evaluate AI output on three levels as someone who knows what good looks like.

Skill 3  ·  Anchoring knowledge

How to get smarter from every AI interaction

You build a habit that sharpens your AI skill with every session.

Module 4  ·  Making behaviour truly change

Lesson 11

How new behaviour spreads through teams

You deploy three behaviours that increase AI adoption in your team ninefold.

Lesson 12

Small experiments that cause big breakthroughs

You design one experiment that permanently changes how you see AI.

12 lessons · 14 toolbox downloads · lifetime access · certificate · €690 excl. VAT

Start the training

To change something, you first need to know precisely what's going on. Not as an assumption, but as an analysis. Your own AI situation is the thread running through the day.

Diagnosis session during AI Adoption team training
Part 1 — morning

Diagnosis

In the morning you learn to see precisely why people don't pick up AI, even when they say they want to. Not as an assumption, but as an analysis of your own situation.

  • 01You see at a glance why AI use in your organisation stalls, even when people say they're willing
  • 02Why your professional expertise is your strongest AI advantage — and how to activate it rather than replace it
  • 03The three reasons people don't pick something up, even when the benefits are crystal clear
  • 04What people are truly protecting in their work, and why that weighs heavier than any tool you hand them
  • 05You map the precise forces that hold back or drive AI adoption in your team
You work all morning on a real AI case from your own organisation
Part 2 — afternoon

Intervention

Insight without action changes nothing. In the afternoon the team translates the diagnosis into a plan that can be implemented the very next day.

  • 01You design a concrete wow moment: one experience someone will spontaneously want to share with a colleague
  • 02How to brief AI so that your expertise is in it, and evaluate output as someone who knows what good looks like
  • 03You determine which first step is realistic for your team — tomorrow, not in six months
  • 04Three things a manager can do that have more effect than any encouragement or additional training
  • 05How to see the difference between people who use AI and people who have genuinely changed how they work
You leave the day with a shared picture of what's happening and a plan that works the very next morning
Materials and tools for AI adoption team training

€7,990 excl. VAT · 1 day · 8–16 participants · at your location or at SUE

Schedule a no-obligation conversation →
Your trainers

Guided by experienced Behavioural Design consultants

Kirsten Kremer, trainer SUE Behavioural Design

Kirsten Kremer

Trainer & Consultant

Experienced trainer at the intersection of Behavioural Design, people & culture strategy and wellbeing programmes. Helps organisations understand human behaviour and steer it positively.

Birgitta Vrins, trainer SUE Behavioural Design

Birgitta Vrins

Trainer & Consultant

Combines behavioural science with sustainability and healthcare. Specialist in lasting change at individual, organisational and societal level.

Mylene Samuels, trainer SUE Behavioural Design

Mylene Samuels

Trainer & Consultant

Founder of the Behavioural Design Circle at ABN AMRO. Over 25 years of marketing experience at the intersection of CX, propositions and behaviour change.

Astrid Groenewegen, founder SUE Behavioural Design

Astrid Groenewegen

Founder & CEO SUE

The online training consists of video lessons by Astrid Groenewegen, founder of SUE Behavioural Design and author of ‘The Art of Designing Behaviour’ (bestseller).

It's more than a training

Your practical Behavioural Design Toolkit

After the training you go home with tools, frameworks and an AI expert that stay with you for ever. Free for all participants.

Behavioural Design Toolkit

Frameworks, cheat cards & canvases

Immediately applicable to your work. The method, the tools and the practical shortcut cards with which you achieve results quickly.

Frameworks
Templates
Cheat Cards
Free for participants
Behavioural Design Toolkit materials
Included for all participants
Framework + Canvas

SUE Behavioural Design Canvas

The tool with which you can surface the forces between current and desired behaviour.

SUE Influence Framework Influence Canvas
Cheat Card

CAN Interventions

Overview of the most effective interventions to make behaviour easier. Directly applicable to your behaviour challenges.

CAN Interventions part 1 CAN Interventions part 2
Cheat Card

WANT Interventions

Overview of the most effective interventions to increase motivation. Directly applicable to your behaviour challenges.

WANT Interventions part 1 WANT Interventions part 2
Cheat Card

AGAIN Principles

The principles for lasting behaviour change, compactly summarised. Including a worksheet to design AGAIN strategies for your own case.

AGAIN Principles part 1 AGAIN Principles part 2
Canvas + Cheat Sheet

Jobs-to-be-Done Canvas + Cheat Sheet

Discover the real motivations behind choices. Map the functional, emotional and social ‘jobs’ of your target audience.

JTBD Canvas JTBD Cheat Sheet
Guide

Behavioural Interview Guide

Gather deep behavioural insights with the right questions. Step-by-step plan and questionnaire for qualitative interviews with your target audience.

Interview Guide part 1 Interview Guide part 2
Cheat Sheet

Behavioural Statement

Formulate a sharp behaviour objective as the basis for your intervention design. With cheat card and worksheet for immediate use.

Behavioural Statement part 1 Behavioural Statement part 2
Guide

Prototyping Guide

Test your behaviour interventions quickly and cheaply before rolling them out. Step-by-step plan for lo-fi prototyping based on the Behavioural Design method.

Prototyping Guide part 1 Prototyping Guide part 2
Community

BD Club — Lifetime membership

10,000+ behavioural professionals. Monthly case calls, active community and free access to new templates and updates.

BD Club
Certificate

EQAC-accredited certificate

Officially recognised by EQAC. Confirms your expertise in Behavioural Design. You also receive a digital version you can share on LinkedIn.

EQAC Certificate
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BD × AI Guru

The SUE Behavioural Design AI Guru, free and unlimited

After the training you get unlimited free access to your own AI expert, trained on Behavioural Design and AI adoption. The Guru knows precisely why people don't embrace AI — and how to change that behaviourally. Your personal 24/7 expert for:

Analysing resistance Designing adoption Communicating change Measuring impact

“I finally understand why AI isn't landing in my organisation.”

“The Guru helps me design interventions that actually work in minutes.”

“Behavioural science plus AI — now that's a real combination.”

SUE Behavioural Design AI Guru
ChatGPT GPT
Claude Skill
Copilot Agent
Gemini Gem
BD Framework
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AI Platform
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The Professional Edge
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SUE | Behavioural Design Club

Not learning once, but continuing to grow in a club of impact makers

  • Monthly exclusive events — From expert sessions and workshops to hackathons and networking drinks
  • Ongoing deepening — Webinars, Q&As and masterclasses that keep your knowledge current
  • Professional network — Connection with like-minded professionals from diverse sectors
  • Practice-oriented exchange — Share cases, receive feedback and learn from each other's experiences
  • Early access — Be the first to access new tools and methodologies
SUE Behavioural Design Club event SUE Behavioural Design Club community SUE Behavioural Design Club virtual
Automatically included — for every alumnus, for ever, free
A glimpse

Online or together with your team

Presentation of a behaviour intervention to the group
Online training Designing AI Adoption on laptop
Engaged participant during the training
Participants working together on a case
Deep dive during the training
Team working on AI adoption challenge during workshop
Informal conversation during the break
Online coaching session AI Adoption
Group applauds after presentation
Participant following online training
Participants in active discussion
Energetic learning environment at SUE Amsterdam
Participant working on an intervention design
Frequently asked questions

We think you'll want to know this

The online training is a self-directed learning programme of 12 lessons that you follow at your own pace, with your own AI adoption challenge as the thread running through it. The team training is an intensive one-day session in which the entire team works together on one shared challenge from your organisation. The themes overlap, but the curriculum is not identical: the team training is more tailored to your specific context and is bespoke to the trainer.

The videos are in English, but subtitles are available in five languages: English, Dutch, German, Swedish and Finnish. Feedback on your exercises is provided in Dutch or English, according to your preference. The team training is available in both Dutch and English.

The 12 lessons each take an average of 20 to 30 minutes, supplemented by a direct exercise based on your own case. You can complete the training in a week, but you have lifetime access and can set the pace entirely yourself. You can always go back or revisit lessons whenever you need them.

The team training preferably takes place at our location in Amsterdam. This provides an environment free from office distractions, which significantly increases focus and learning effect. An in-company variant at your location is possible by arrangement. The day runs approximately 9:00–17:00 and is divided into a diagnosis phase and an intervention phase, with your own AI adoption challenge as the thread running through it. The price of €7,990 excl. VAT is per group, for 8 to 16 participants.

No, the Deep Dive is accessible without prior knowledge of the Fundamentals Course. You learn the relevant behavioural science concepts within the context of AI adoption. Have you already completed the Fundamentals? Then you deepen existing knowledge and learn to apply it specifically to AI adoption programmes.

Yes, all participants in the team training receive a personal certificate from SUE Behavioural Design Academy upon completion of the day. Participants in the online training receive their certificate after completing all 12 lessons.

The training is structured in modules that you work through at your own pace. Each lesson combines video, theory and a direct practical assignment based on your own AI adoption challenge. Additionally you receive tools, templates and e-books to apply insights immediately. You have lifetime access to all materials and can always go back or revisit lessons whenever you need them.

Yes. After completing the training you gain access to the SUE Behavioural Design Club, our community for professionals who apply behavioural science. You can exchange experiences, ask questions and benefit from additional learning material. You receive the link and instructions as soon as you complete the training.

After the training you have four working documents: an analysis of what's really happening in your AI adoption challenge, a concrete approach based on what weighs most heavily, an honest audit of your own manager behaviour, and a 30-day sprint you can start immediately. Astrid provides personal written feedback on your final assignment. For a team training: the team leaves the day with a shared plan that can be deployed the very next day.

For the team training, payment by invoice is standard. After the intake conversation you will receive a quote and invoice.

The online training is paid directly online at enrolment (credit card or iDEAL). After payment you automatically receive an invoice by e-mail.

Would you like to give multiple colleagues access to the online training at the same time? This is possible via our team licence. Contact us via the contact form for a quote.

Yes. Via a team licence, multiple colleagues get access to the online training. As a manager or team leader you receive progress reports for all participants, so you can track and support the learning process.

Team access is invoiced. Contact us via the contact form for more information and a quote.

SUE is a pioneer in making behavioural science practically applicable. We developed the Four Forces Canvas, the diagnostic instrument you learn to apply in this training, and use it daily for clients such as ING, Heineken and the European Commission. What you learn is not theoretical: it is tested on real organisational challenges. We are also the authors of the #1 bestseller The Art of Designing Behaviour. With training in marketing, leadership, CX, change management and AI, we offer a complete learning path for every professional who wants to influence behaviour.

Ready to begin?

The gap between knowing and doing closes in only one way.

Start today online at your own pace, or schedule a conversation about a team training that is applicable the very next day. The tools are there. The time to start is now.

Get in touch about a team training or Start online now €690

Designing AI Adoption · Team training €7,990 · Online €690

Schedule a discovery call Online training