Press
Amsterdam, 25 July 2025. In this article published in Businesswise, Rewire Principal Simon Koolstra argues that organisations spend too long perfecting their data infrastructure before touching AI — and that this is a mistake. Rather than waiting for a data setup that will likely never be complete, companies should select a high-impact process and aim for a working solution within months. Koolstra illustrates the approach with a marketing mix attribution tool built for an international client, which aggregated data across channels and corrected for the systematic overreporting common in platforms such as Facebook. Looking ahead, he expects AI agents to take on increasingly autonomous roles, making it essential for organisations to define clear boundaries around what these systems may decide independently.
