---
title: "About Rob Hoeijmakers — AI Strategist"
description: "AI strategy in practice, from the field. Rob Hoeijmakers advises senior teams and builds AI-driven knowledge systems. European perspective, grounded in real work."
url: "https://hoeijmakers.net/about-rob-hoeijmakers/"
date: 2023-03-23
updated: 2026-05-07
author: "Rob Hoeijmakers"
site: "hoeijmakers.net"
language: "en"
tags: ["AI", "Future of Work"]
---

# About Rob Hoeijmakers — AI Strategist

My name is Rob Hoeijmakers. I work at the intersection of AI strategy and the practical question of how organisations can actually use it.

That means two things in practice. I advise senior teams on AI strategy: what it means for their organisation, where to start, what decisions need to be made before the technology can do useful work. And through [Schmuki](https://schmuki.nl/), the agency I run, we build AI-driven knowledge systems — the infrastructure that lets organisations capture what they know and make it available in ways both people and machines can use.

### What I Do

Most of my work starts with a strategic question. An executive team that senses AI will change their organisation but isn't sure how to approach it. A knowledge-intensive organisation that wants to understand what becomes possible when AI can navigate their internal expertise. A leadership team trying to distinguish what matters from what is noise.

I help them think clearly, make decisions with confidence, and move from strategy to implementation.

The clients I work with — KPMG, UMC, Education Lab, Enreach — all came through existing relationships. I work with people I respect, on problems worth solving.

### What I Write About

This blog is where I think in public. The topics follow my practice: AI strategy, AI governance, Europe's role in shaping the digital environment, and what it means for organisations when reasoning starts to become shared between humans and machines.

I write as a practitioner. Not to explain the obvious, but to work through what I find genuinely interesting or unresolved.

If you want a sense of the writing before subscribing, start here:

- [AI Strategy](https://hoeijmakers.net/tag/ai-strategy/)
- [AI Governance](https://hoeijmakers.net/tag/ai-governance/)
- [Europe](https://hoeijmakers.net/tag/europe/)
- [Future of Work](https://hoeijmakers.net/tag/future-of-work/)

### Get in Touch

The best way to reach me is through [LinkedIn](https://www.linkedin.com/in/rob-hoeijmakers). If you want to know more about Schmuki's work, visit [schmuki.nl](https://schmuki.nl/).

If you want to follow the thinking, [subscribe to the newsletter](https://hoeijmakers.net/about/#/portal/signup). Weekly, editorial, no noise — on AI, organisations, and what actually works.