At Google Cloud AI Live in Amsterdam, we spoke with Joost Smit, Google Cloud’s country lead for the Benelux region (the Netherlands, Belgium, and Luxembourg). He shares what it takes to manage one of the world’s fastest-moving technology portfolios across three markets,. According to Smit, navigating the speed of AI change is both the hardest and the most rewarding part of his job.
Smit explains how Google Cloud helps organizations move beyond proof-of-concept AI projects and into full production. From large-scale hackathons to hands-on board-level workshops. He believes experiential learning, not slide decks, drives AI adoption. He also dives into the difference between opinionated AI like Gemini Enterprise and more architected approaches through Vertex AI, and how Google’s decision to bundle AI into Google Workspace without extra licensing fees has changed the market.
The conversation covers real Benelux and global case studies, including how Dutch supermarket chain Jumbo built a consumer-facing conversational AI agent in just eight weeks, and how Virgin Voyages scaled from a handful of AI agents to 50, with 700 in total planned by the end of the year. Smit also addresses an intriguing strategic move: running Gemini Enterprise on top of Microsoft 365, allowing Microsoft-ecosystem customers to benefit from Google’s AI without switching platforms.
🔑 Key takeaways:
• Why 2025 was the year of proof of concepts, and 2026 is about scaling AI at speed
• How Google Cloud educates customers through hackathons, events, and hands-on leadership sessions
• The difference between Gemini Enterprise (opinionated, productivity-focused) and Vertex AI (architect-your-own AI stack)
• Why Google bundled AI into Google Workspace and what impact that had on adoption
• The Chief of Staff agent: Jo’s favorite Workspace AI feature and why it keeps him organized
• Jumbo’s 8-week journey from idea to live conversational AI agent for consumers
• How Gemini Enterprise running on Microsoft 365 opens doors with non-Google customers
• Why the knowledge gap between business users and engineers is shrinking fast
⏱ Chapters:
0:28 – Navigating the speed of AI change
1:40 – Educating customers through events and hackathons
3:26 – From pilot to production: scaling AI in 2025-2026
4:40 – Hands-on AI and leadership buy-in
5:40 – Gemini Enterprise vs. Vertex AI: Google’s two-way approach
7:44 – AI bundled in Google Workspace: adoption and impact
8:33 – Favorite AI feature: the Chief of Staff agent
10:45 – Jumbo’s 8-week AI agent: Benelux adoption
12:00 – Trusting AI agents and the knowledge gap
14:03 – Gemini Enterprise on Microsoft 365
🔎 Keywords: Google Cloud AI, Gemini Enterprise, Vertex AI, Google Workspace AI, AI agents, Benelux, pilot to production, AI adoption, Cloud AI Live Amsterdam, Jo Smit, Jumbo AI, Virgin Voyages AI, Microsoft 365 AI, AI leadership, enterprise AI
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