Press
Amsterdam, 7 Sep 2026. Writing in Dutchcowboys, Wouter Huygen argues that the constraint on AI has shifted from the models to the organisations using them. Most firms bolt AI onto processes built around human limits and settle for a bit more efficiency. The larger prize is redesigning a core process end to end, with AI as the starting point — as Rewire is doing for a Dutch telecoms call centre. Begin small, think radically.
