About Rob Hoeijmakers

Rob Hoeijmakers, living and building the digital now.

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, 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:

Get in Touch

The best way to reach me is through LinkedIn. If you want to know more about Schmuki's work, visit schmuki.nl.