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A behavioural science course for leaders who need AI to actually land in their organisation — not just roll out.
92% of AI adoption fails. Most organisations treat it as a rollout problem: buy tools, plan training, communicate. But if your people aren't using them, that's not a technology problem. It's a behaviour problem.
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12 lessons. 4 modules. 100% practical. Coming soon.
Join the waitlist →€690 · Lifetime access · Be the first to know
AI Prompt Guides + Exclusive access to SUE Guru in Claude, Co-Pilot or ChatGPT
Every module comes with dedicated AI prompts that accelerate your learning and sharpen your outcomes. Plus lifetime access to the SUE Behavioural Design Guru, your personal AI mentor for applying behavioural science long after the course ends. Available for Claude, MS Copilot and ChatGPT.
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Short, focused modules. Pause, rewind, revisit.
Downloadable frameworks you keep forever.
Apply every concept in Claude, Co-Pilot or ChatGPT. Your mentor for life.
Share on LinkedIn. 1-on-1 feedback from our team.
Start today. Learn forever. EN, NL, SV, DE, FI.
You are looking for technical AI implementation guidance. Or if you think better communication about the tools will fix adoption. This course is about human behaviour around technology, not the technology itself.
You roll out AI tools but see adoption lag. You want to design adoption, not hope for it.
You guide AI initiatives and want to master the human side as well as the technical.
Your team isn't using the tools. You want to understand why and know how to change that.
You know behaviour change is harder than implementation. You're looking for a method.
You want to prepare your workforce for AI and need an approach that actually works.
You're an enthusiast but keep hitting resistance across the organisation.
Co-founder, SUE Amsterdam · Author, The Art of Designing Behaviour
Astrid has spent 15+ years making behavioural science practical and actionable for organisations worldwide. She is a practitioner, not an academic researcher. Her approach: frameworks you can apply straight away, grounded in real cases.
Author of
The Art of Designing Behaviour
#1 bestseller · Boom Publishers
This is how our courses are rated
For innovation leaders, digital transformation leads, team leads, change managers, HR professionals, and AI champions responsible for making AI adoption stick in their organisation. No prerequisites needed.
Upon choosing your course, you gain access to its content, organised into modules. You'll have lifetime access to all course materials and tools. Our courses feature a mix of videos, texts, and practical assignments, and we equip you with tools, templates, and e-books.
Yes! Once you've completed all modules and exams, you'll receive an EQAC-accredited certificate you can share on LinkedIn.
Yes. Our SUE team offers personal feedback on your assignments. Plus you get lifetime access to the SUE Guru, your AI mentor when we are not around.
Absolutely! Our Academy offers courses for marketing, CX, leadership, talent management, and AI adoption. All are independent with no prerequisites. Email academy@sueamsterdam.com and we'll help you find the right fit.
This course is coming soon. Join the waitlist to be the first to know when enrolment opens. When the course launches, you will be taken to our secure academy platform (powered by Learnworlds) where you complete your payment and get immediate access.
Yes. Many professionals have their organisation cover the cost as professional development. We provide invoices suitable for employer reimbursement. You can also download the syllabus to share with your manager.
Email academy@sueamsterdam.com for a tailored in-company proposal.
We're both an Academy and a Consultancy. Our courses are proven in the field, continuously refreshed with real-world client insights. We're the authors of the #1 bestseller 'The Art of Designing Behaviour' and have trained 10,000+ professionals across 45+ countries.
Completing this course earns you an official SUE Behavioural Design Academy certificate. It is EQAC accredited and can be added directly to your LinkedIn profile. Recognised by employers across Europe as proof that you can design AI adoption using behavioural science.
AI adoption works better when your whole team learns together. When everyone shares the same frameworks and language, adoption becomes a shared mission instead of a solo experiment. Enrol together and build alignment from day one.
Volume pricing available for teams of 8+. Includes a shared kickoff session.
Ask about team pricing →10,000+ professionals. 45+ countries. 9.7/10 rating.
Rolling out tools is the easy part. What separates the organisations that make AI work is that they design for the human behaviour around it. That is what this course teaches.
Join the waitlist →€690 · One-time payment · Lifetime access · Coming soon