The (AI) Summer Is No Downtime

Wednesday afternoon, 4:30 PM. I'm cycling back from an intake with a potential client. In Amsterdam, always nice to have a home game, with my head in the bright July sun.

Right now in this period there was room again for the people on the other side of the table to think about AI and further integrating it within the company.

This makes me very happy, because while most people shift into summer mode, we at NinA AI keep pushing forward.

And yes, we also have room for relaxation and vacation, unlimited even (just come back).

Mine is already over though, so I'm really looking forward to a summer full of AI!

A few numbers as a basis for this newsletter:

Why 'later' actually means 'too late'

Summer feels like the perfect moment to pause projects. Calendars get lighter, teams go on vacation, decision-makers are less reachable.

But here's the contradiction: innovation doesn't take school holidays. Global generative AI spending rises to $644 billion in 2025, an increase of 76.4% from 2024.

The CBS published figures in February that I need to repeat because they're so staggering: in 2024, 22.7 percent of Dutch companies with 10 or more employees used one or more AI technologies.

That's a 63% increase.

Two reasons why summer is your strategic window:

Less noise, more focus While half your competitors head to the campsite, you finally have room to really think. No small fires, no acute crises.

Pure focus time for the projects that really matter.

Talent is on the move Big news last week: Google offers up to $340k base to poach AI experts. Those aren't just American numbers - I see it happening here too. The best people are considering their options now. In September they'll be gone.

What we at NinA AI Agency are doing this summer

Our development capacity has increased this summer. New talent and developers working more hours, working full-time on agent workflows. No noise - just building.

AI Summer School. Every Thursday afternoon a hands-on workshop. And yes, there are still a few spots available at some workshops.

Strategic deep-dives. My calendar is packed with sessions where we look together with companies at where the opportunities for AI and automation lie. Not theoretical, but: what can go live next month?

Tool testing. We also have some extra time to test more. We already continuously test the newest language models and tools, but we'll share even more about that this summer.

New consulting material. We're going to guide our clients we build for even better and keep them informed about what's happening in the AI world.

New personnel. We're actually continuously looking for talent. Our focus is on adding a Consultant, Sales and Developer!

The hard reality behind the numbers

According to McKinsey, 71 percent within their organizations regularly use gen AI in at least one business function.

But here's where it gets interesting: of companies that have ever considered using AI technology but still don't, 'lack of experience' was by far the most important reason (74.6 percent).

Lack of experience. In 2025.

While there are countless (FREE) courses online. While YouTube is full of tutorials. While you can literally build a working agent within an hour.

The problem isn't a lack of knowledge. It's the decision-making from the top, or rather the lack of it.

Practice what I preach

At NinA AI Agency we're automating more and more internally. Our own intake? AI agent that does the first screening. Our project planning? Tool that automatically optimizes capacity. Our reports? Generated from real project data.

We're crazy enough to think we can change the world - and that starts with ourselves.

Last week we built an AI Automation for an e-commerce party that answers customer questions. The difference with manual? 78% faster response time. That's quite a few hours of people's time, I can tell you.

But that's just the beginning.

My honest opinion

Pausing AI implementation "until after summer" feels safe. It's also the new procrastination.

The market keeps going, AI tools continuously update their software, your competitors are hiring talent that can work with AI, and you? You're planning a "strategy session for September."

September, when everyone wakes up at the same time. When you're standing in line for the same consultants, the same suppliers, the same developers.

Because yes, my calendar for September is already slowly filling up.

And I get it, you want everyone on board. But you can already do so much in the meantime! So please don't sit still.

Those who push through now will start Q4 with a head start that competitors can't catch up with.

Your move:

Send me your AI idea that you will start with this summer. And I'm happy to brainstorm with you online.

Until next time!

Olaf Lemmens

Founder · NinA AI Agency

P.S. Want to know how we can help your organization with AI? Let's meet: www.nina-ai.nl