{"id":12729,"date":"2025-07-25T15:12:00","date_gmt":"2025-07-25T14:12:00","guid":{"rendered":"https:\/\/rewirenow.com\/?post_type=press&#038;p=12729"},"modified":"2026-06-23T17:21:05","modified_gmt":"2026-06-23T16:21:05","slug":"start-experimenting-with-ai-as-soon-as-possible","status":"publish","type":"press","link":"https:\/\/rewirenow.com\/en\/resources\/press\/start-experimenting-with-ai-as-soon-as-possible\/","title":{"rendered":"Start experimenting with AI as soon as possible"},"content":{"rendered":"\n\n<div class=\"at-spacer at-spacer--6a67da0596060\" style=\"background-color: transparent\">\n<style>\n\/* Ultrawide *\/\n.at-spacer--6a67da0596060 {\n    height: 80px;\n}\n\n\/* Desktop *\/\n@media (max-width: 1920px) {\n    .at-spacer--6a67da0596060 {\n        height: 80px;\n    }\n}\n\n\/* Laptop *\/\n@media (max-width: 1024px) {\n    .at-spacer--6a67da0596060 {\n        height: 60px;\n    }\n}\n\n\/* Mobile *\/\n@media (max-width: 767px) {\n    .at-spacer--6a67da0596060 {\n        height: 40px;\n    }\n}\n<\/style>\n<\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\"><section class=\"container-block   \"  style=\"\" >\r\n        <div class=\"block  container  container--default  width-under--mobile width-under--tablet width-under--laptop  wysiwyg\">\r\n        \n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p><strong>Amsterdam, 25 July 2025<\/strong>. In this article published in Businesswise, Rewire Principal Simon Koolstra argues that organisations spend too long perfecting their data infrastructure before touching AI \u2014 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.<\/p>\n\n\n\n<p><a class=\"\" href=\"https:\/\/www.businesswise.nl\/marketing\/simon-koolstra-rewire-ai-systemen-data-oplossing~c86427a\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Read the full article in Businesswise [in Dutch]<\/strong><\/a>.<\/p>\n<\/div>\n<\/div>\n\n\r\n    <\/div>\r\n<\/section><\/div>\n<\/div>\n<\/div><\/div>\n","protected":false},"featured_media":12772,"template":"","class_list":["post-12729","press","type-press","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Start experimenting with AI as soon as possible | Rewire | Data &amp; AI Consultancy<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rewirenow.com\/en\/resources\/press\/start-experimenting-with-ai-as-soon-as-possible\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Start experimenting with AI as soon as possible | Rewire | Data &amp; 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