For Business Leaders

Your AI investment isn't moving the needle. We fix that.

You've invested in AI tools, hired smart people, run pilots. But outcomes remain anecdotal and the board is asking hard questions. We help you turn AI activity into measurable customer growth.

Get Your Free Diagnostic → See How It Works
What brings you here?
I need help with…
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AI strategy that actually delivers ROI →
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AI governance & compliance →
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Upskilling my team on AI →
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I just want a quick diagnostic →
Leadership Experience At
Sound Familiar?

Three fears keeping you up at night.

You're not struggling with AI adoption. You're struggling with what it actually means for your teams, your risk, and your results.

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Your Team Is Falling Behind

Skills are uneven, confidence is low, experimentation is fragmented. Everyone knows AI matters — but nobody knows what good looks like yet.

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Risk Is Compounding Silently

AI compliance, shadow AI usage, unclear data governance. The risk surfaces at board level — not during experimentation.

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The Board Wants Proof

AI spend without ROI. Pilots that never scale. Activity goes up but outcomes remain anecdotal. You need measurable impact, not more demos.

What We Do

From diagnosis to operating capability.

We don't sell AI tools or generic training. We redesign decisions, workflows, and journeys — with AI as the accelerant, not the product.

01

AI Risk & Growth Diagnostic

Free · 20 Min

A guided assessment that reveals where AI already shows up, where risk hides, and what to fix first. Concrete output in days, not months.

02

Decision & Workflow Sprints

1–2 Days

Hands-on sprints that redesign a specific journey or workflow. You leave with a blueprint, decision rules, and executable AI use cases.

03

Transformation Programs

3 Weeks – 6 Months

From proof sprints to operating model redesigns. We build internal capability so you gain independence, not dependency.

04

Advisory Retainer

Ongoing

Ongoing strategic counsel as AI and regulation evolve. Frameworks, quarterly reviews, and on-demand sparring with senior practitioners.

Our Model

Customer centricity is a decision problem — not a culture problem.

AI changes the constraint. For the first time, organizations can embed customer-oriented decisioning consistently and at scale.

1

AI Literacy & Judgment

Decide what to automate, augment, or leave human

2

Data & Signal Readiness

Make your data usable for AI-driven decisions

3

AI-Enabled Workflows

Embed AI inside daily execution, not around it

4

Journey Decisioning

Redesign journeys as decision sequences

5

Enterprise Orchestration

Align decisions across marketing, sales & service

6

Governance & Scale

Sustain and scale with measurement & governance

“Customer centricity emerges when customer-oriented decisions are embedded consistently across the enterprise — not when you put it on a poster.”

Start Here

Get clarity in 20 minutes. Free.

No prep required. No commitment. No sales pitch. A guided conversation that creates immediate clarity — and a written snapshot with concrete next steps.

  • 1 Short intake call — we ask the right questions
  • 2 AI-supported synthesis of your current state
  • 3 One-page snapshot: tensions, risks, leverage points
  • 4 Clear recommendation: do nothing, fix one thing, or go deeper
Book Your Free Diagnostic →
AI Readiness Snapshot
AI Literacy & Judgment
Data & Signal Readiness
Workflow Integration
Journey Decisioning
Governance & Compliance
Enterprise Orchestration
What Leaders Say

Results that speak for themselves.

From CMOs to transformation leads, here's what happens when AI meets real business strategy.

★★★★★
“They cut through the AI noise and helped us focus on the 3 use cases that actually moved pipeline. We went from pilot fatigue to measurable ROI in 90 days.”
VP
VP Marketing
European Industrial Manufacturer
★★★★★
“The diagnostic alone was worth more than the last 6 months of internal discussions. Clear, honest, and immediately actionable.”
CM
CMO
B2B SaaS, €400M Revenue
★★★★★
“Finally, advisors who understand both the technology and the European regulatory reality. No Silicon Valley handwaving — just pragmatic execution.”
CD
Chief Digital Officer
Chemical Company, Belgium
Who We Are

Built by practitioners, not theorists.

We've led the transformations we now help others navigate. 40+ combined years of global leadership across marketing, sales, CX, and technology.

Fabian Kersten headshot

Fabian Kersten

Co-Founder & Managing Partner

20+ years leading digital transformation, CX strategy, and AI-enabled marketing at scale. Former VP Digital at Syensqo/Solvay, managing 60 FTEs and €9M+ budgets.

  • AI-driven pricing analytics for €1.8B revenue portfolio
  • Scaled B2B eCommerce from $24M to $140M at WABCO
  • Led digital transformation across 32 countries at LeasePlan
  • MIT Sloan AI for Business Strategy
Syensqo Solvay LeasePlan WABCO Elsevier
David Shell headshot

David Shell

Co-Founder & Managing Partner

20+ years driving marketing transformation, demand generation, and customer experience across enterprise technology and manufacturing. Adjunct Professor at Northwestern Medill.

  • $440M pipeline acceleration at Rockwell Automation
  • Led CX transformation across 100+ key accounts at Oracle
  • Built global demand center and CRM at Microsoft
  • Wharton & Northwestern University
Microsoft Oracle Rockwell Nokia Northwestern
Our Edge

Rooted in Europe. Built for global impact.

Born in the world's most regulated AI market, our approach puts governance, trust, and measurable outcomes first — principles that resonate with serious leaders everywhere.

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Governance-First Mindset

We build AI programmes that pass compliance scrutiny from day one — turning regulation into a competitive advantage.

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Cultural Credibility

Companies trust advisors who understand data privacy, local context, and in-person facilitation.

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Pragmatic Over Hype

No slideware, no buzzword strategies. We focus on applied expertise that delivers results you can measure.

Markets We Serve

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Netherlands France Germany Belgium UK Nordics Switzerland
Insights

Thinking that moves the needle.

Practical perspectives on AI adoption, customer centricity, and go-to-market transformation.

View all insights →
Framework

Why AI Isn't Moving the Needle for Most Marketing Teams

The gap between AI activity and AI impact — and how to close it with decision architecture.

Fabian Kersten · 8 min read
AI Governance

The CMO's Guide to AI Governance Readiness

What marketing leaders actually need to know — and what they can safely ignore.

David Shell · 6 min read
Case Study

From Pilot Fatigue to $2.4M Impact in 90 Days

How a European manufacturer moved from shadow AI to governed, high-impact adoption.

Lumina AI · 5 min read
Let's Talk

Ready to turn AI into measurable growth?

Start with a conversation, not a contract. Our diagnostic creates clarity in 20 minutes — whether you work with us or not.

Book Your Free Call → Explore Services
Fabian Kersten fabian@wearelumina.ai
David Shell david@wearelumina.ai
Locations Amsterdam · Brussels