Rob Hoeijmakers — AI strategy and governance in practice

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My Visitors Are Not All Human. That Is Fine.

My Visitors Are Not All Human. That Is Fine.

I built a traffic dashboard for my own site. What I found wasn't alarming, it was interesting. A publisher's notes on bots, borrowed identities, and editorial agency.

When the Platform Becomes the Policy

When the Platform Becomes the Policy

The EU is taking Meta to court over WhatsApp AI access. The Dutch government is quietly switching messengers. Both point to the same structural shift.

GPT Image 2 Changed My Mind on AI Visuals

GPT Image 2 Changed My Mind on AI Visuals

I had quietly written ChatGPT off for image generation. Then GPT Image 2 showed me a technical diagram of a washing machine, and I had to revise that judgment.

Dressing up an AI Model in a Harness

Dressing up an AI Model in a Harness

An engineer friend calls the infrastructure around an AI model a harness. The word is technically accurate and instinctively wrong. What that tension reveals.

Built in, not bolted on

Built in, not bolted on

Most organisations are adding AI to software that was never designed for it. The real gains come when AI is part of the architecture, not an add-on to it.

The Workspace You Already Have

The Workspace You Already Have

Knowledge workers have built informal AI workspaces from Claude, Gemini, and Google Drive. The gap isn't the tools. It's governance, sharing, and where the data lives.

When Git Grows Up

When Git Grows Up

Git-based knowledge management has always been too complex for content teams. Agents change that, and the implications for governance-heavy organisations are worth watching.

Delegating Past Your Own Ceiling

Delegating Past Your Own Ceiling

Cloudflare is powerful enough to extend anything Ghost can't do. The problem is complexity. Claude Code changed that by operating the layer I previously couldn't reach.

Guests That Should Behave

Guests That Should Behave

Bots are modern guests. Most are welcome. But when they arrive in disguise with a real browser and spike your analytics, hospitality has limits. A Cloudflare story.

Bildung and the Function Problem

Bildung and the Function Problem

Wilhelm von Humboldt's idea of education as self-formation looks increasingly useful when AI handles the tasks that used to define professional identity.

Claude Code Routines and the Access Problem

Claude Code Routines and the Access Problem

Claude Code's new Routines feature ran my Google Calendar briefing immediately, no setup. The reason: authentication was already there.

The Claude plan I actually use

The Claude plan I actually use

Pro subscription, a prepaid credit buffer, and Sonnet for most things. For a non-coder working with AI daily, this turns out cheaper than the Max plans.

The EU Age Verification App Was Designed to Be Distrusted

The EU Age Verification App Was Designed to Be Distrusted

The EU Age Verification App is technically sound and communicated all wrong. It buried the upside, led with fear, and launched a framework as a product.

The article I couldn't write

The article I couldn't write

I tried to write about digital sovereignty. The piece kept splitting into three. That splitting, I think, is the actual story.

Google AI Plus, Pro, Ultra: Clearing Up a Year of Name Changes

Google AI Plus, Pro, Ultra: Clearing Up a Year of Name Changes

Google renamed its AI subscription three times in a year. Gemini Advanced, AI Premium, AI Pro, now three tiers. Here is what each covers, and where Workspace and the free Gemini app fit in.

The AI Continuity Problem

The AI Continuity Problem

AI is load-bearing in my company. That creates a new kind of business risk: what happens when access breaks, gets priced out, or gets cut off?

The Neural Engine Does Not Run Your LLM

The Neural Engine Does Not Run Your LLM

My earlier post on AI hardware implied the Neural Engine handles on-device AI. It doesn't, not for LLMs. Here is what it actually does, and why the distinction matters.

Running Gemma 4 on Your iPhone

Running Gemma 4 on Your iPhone

Google's Gemma 4 runs offline on your iPhone. A follow-up to my local LLM experiment, now with a sharper app, a better model, and a clearer sense of what this category is becoming.

My First Mac App

My First Mac App

I described a workflow problem to Claude. It wrote me a compiled Swift app using Xcode. That sentence still feels odd to type.

ChatGPT Thinks With You. Claude Builds With You.

ChatGPT Thinks With You. Claude Builds With You.

I switched from ChatGPT to Claude. The difference isn't the model. It's the shift from cognitive support to digital crafting, and what that makes possible.

Leuven's quiet superpower: imec

Leuven's quiet superpower: imec

Imec in Leuven just received the world's most advanced chip machine. The story of how a small Flemish city became a global semiconductor choke point starts in 1984.

Back to the file

Back to the file

Thirty years of web technology, and the most reliable setup is still a text file on a server. We just needed AI to get back there.

EU Inc.: between words and reality in Europe’s new company proposal

EU Inc.: between words and reality in Europe’s new company proposal

EU Inc. sounds simple: 48 hours, €100, fully online. In reality, it marks a deeper shift in how Europe deals with its fragmented systems.

Mapping AI Exposure Across the Dutch Labour Market

Mapping AI Exposure Across the Dutch Labour Market

From US model to Dutch labour market in an afternoon, using AI and public data. A small project that says something larger about data work.

When AI Moves Into Your Working Environment

When AI Moves Into Your Working Environment

The real change in AI may not be the models, but where they run. When AI enters the working environment, the workflow itself begins to shift.