About WAIMAKERS
Amsterdam-based AI Transformation Consultancy
An Amsterdam-based AI boutique consultancy helping mid-market companies transform AI overwhelm into competitive advantage.
Our team consists of obsessed practitioners who can't stop discovering and can't stop sharing. We exist to turn AI overload into clarity, confidence, and momentum for organizations.
Our story
People transform people, that's the only way
WAIMAKERS started as a group of people who went absolutely deep into AI. Not because someone told us to, but because we could not help ourselves. We tried every tool, tested every model, and pushed what was possible in our own work first. We discovered, we built, and we could not stop sharing what we found.
Whenever we shared that enthusiasm, something interesting happened. Companies wanted to talk. Leaders were genuinely curious about how AI could help their organization, but they had a real problem: AI is incredibly broad, innovations follow each other at breakneck speed, and determining what actually matters for your business takes serious time and focus. Time that most leaders simply do not have while running a company.
That is where WAIMAKERS comes in. Today, we help mid-market companies across the world move from curiosity to clarity. We train teams, shape strategy with leaders, and build real AI solutions that deliver measurable results. We do not hand over a strategy deck and walk away. We work alongside your people until they are genuinely excited and capable.
Meet the team
30+ AI lunatics, ready to share the spark
A multidisciplinary team that combines decades of experience in AI strategy, consultancy, engineering, data science, and digital transformation across multiple industries.
Core Team
Wouter van Haaften
Founder
Marco Piazzalunga
Partner / COO
Greg Nieuwenhuys
Senior Partner
Arne Arens
Partner, US
Hidde
Associate Partner
Suzanne Legtenberg
Senior Manager
Martine Uijland
Manager
Saskia Milsted
Manager
Daniel Morayta
Manager
Stephanie Köhlinger
Strategic Consultant
Anouk Kooijmans
People Lead
Gideon Nagtegaal
Executive Creative Director
Maarten Esser
Head of Automations
Maurice Kleine
AI Engineering Lead
Sapphira van Bentum
Agentic Operations
Guido Steenbergen
AI Enablement Manager
Robin Jackson
AI Associate
Ole Stam
AI Associate
Sterre Monincx
AI Associate
Isabelle van der Mee
AI Associate
Joep Weterman
AI Associate
Hugo Moll
AI Automations
Moussa Arbid
AI Automation Developer
Wissam Moussa
Automation Developer
Paul Melkert
Head of AI Products
Bram Mosterd
Head of Data Science
Tom Teurlings
AI Sales Engineer
Moe Saad
Back-end AI Engineer
Bahaa Rizk
Full Stack AI Engineer
Ali Shour
Full Stack Software Engineer
Extended team
Specialists who extend our reach
Reinier van Eijk
AI Trainer
Jurjan Groothuis
SEA Expert (Ex Google)
Jorrit Miedema
SEO Expert
Quinten Lauwers
Digital Strategy
Bas Prins
Marketing AI Specialist
Ian Strik
E-learning Expert
What we believe
The values that guide everything we do
Obsessed
We're AI lunatics. We use AI for everything and are obsessed with learning.
Why not?
Default to trying. Optimism. Go for it. Ask forgiveness, not permission.
Prove it
Build demo before deck. We experiment, surprise, and show instead of tell.
Strong opinions, loosely held
Say what you think. Change fast. We don't hold grudges. AI changes fast, so can our mindset.
Share the spark
Discovery is incomplete until shared. Ten minutes with WAIMAKERS = inspired.
8.9/10
Client satisfaction
3,000+
People trained
400+
Projects delivered
250+
Companies served
What our clients say
Trusted by leaders across the world
“Greg and the team did a brilliant job both inspiring our leadership team about the transformative potential of AI and showing us how to move forward with practical, high-impact steps. The biggest shift was realising that this isn't just about tools or software, it's about people, behaviours, and how we work.
Chirag Patel
CEO, Pentland Brands
“With a team of 8+ AI experts, Wouter and the team helped us craft our AI strategy and then led hands-on execution across critical areas. From boosting our Paid Media conversion rate, generating insights from 60k+ reviews that saved us hundreds of hours, to supporting improved customer service processing time, their impact has been nothing short of transformative.
Kelley Bennett
Chief Commercial Officer, The Step2 Company
“Greg and Wouter inspired our portfolio's leadership team with a clear, practical vision of AI's potential. Their session, attended by over 45 CEOs and chairs, provided hands-on demos that were directly relevant to our companies.
Jo Thomson
Active Partnership Practice Director, 3i Group Plc
“While understanding the constraints of a large corporation, Wouter is able to combine deep strategic business acumen with a very hands-on mindset to help accelerate growth and efficiency.
Pierre Tannoux
VP of Marketing, CX Digital Transformation, Henkel Adhesives
“Thanks to the AI solution implemented with the team, we anticipate a 20-30% increase in efficiency across CV handling. Improvements in formatting and evaluation processes have saved us valuable time and boosted accuracy.
Bart Wille
CEO, BlueTrail
“What makes them so strong is their practical and hands-on approach. What sets them apart is their strong focus on concrete applications. Inspiring and very accessible.
Ingrid de Swart
COO/CTO, Lid Raad van Bestuur, a.s.r.
Ready to meet the team?
Every AI journey starts with a conversation. Let's discover yours together.