AI for every team, not just tech
Legal, Finance, Creative, E-commerce, Sales Support and Customer Care all had real work AI could help with - not just the technical roles.
All customer cases
Client case - approved by CLUSE
Client case - approved by CLUSEFashion accessories / B2C and B2B
20 AI Champions, 140+ use cases, a whole company at AI speed
CLUSE, a Dutch fashion-accessories brand selling both B2C and B2B, wanted AI in the hands of the full company, not just a technical few. Across 5 four-hour sessions in a 10-week AI Champions programme, 20 AI Champions from across the company identified 140+ concrete AI use cases in their everyday work - and adoption went from near-zero to nearly everyone.
Fashion accessories / B2C and B2B5 four-hour sessions20 AI Champions, all functions
20
AI Champions from across the company
140+
AI use cases identified, from their own desks
All
functions represented, from Legal to E-commerce
5
four-hour sessions, from prompting basics to Demo Day
Figures from the CLUSE AI Champions programme, April to June 2026.
Industry
Fashion accessories (B2C and B2B)
What we did
AI Learning, Strategy and Implementation
Timeline
Apr to Jun 2026 (10 weeks), agentic deep dive ongoing
Scope
20 AI Champions, all functions, 5 sessions
About the client
AI for every team, not just the technical ones
CLUSE is a Dutch fashion-accessories brand - watches, jewellery and bags - selling both directly to consumers and, B2B, through around 2,000 European retailers. It is a lean, roughly ten-year-old company where nearly every function touches the customer.
The ambition was clear: put AI in the hands of the whole company and turn everyday work into working tools - not a one-off demo, but capability the teams would keep using.
The challenge
Get every team building, not just the tech roles
From curiosity to capability
Most people started near-zero with AI. The goal was confident, daily use across the business.
Real tools on real data
Everything had to build on CLUSE's own workflows - retailers, campaigns, stock and contracts - not generic examples.
Self-sustaining
The programme had to leave a champion network in place that keeps the momentum going after the last session.
How we did it
Discover, build together, then hand it to the team
- Discover
Tailored to CLUSE
AI Strategy & Leadership- Interviewed teams across the business to map where AI helps, from Legal and Finance to Creative, Customer Care and E-commerce
- Collected real material (brand guidelines, campaigns, stock and sales data) so every demo used their own work
- Designed the programme as 5 four-hour sessions over 10 weeks, adapted weekly
- Build session by session
Everyone builds
AI Learning & Implementation- First assistant on day one - every champion left session 1 with a working Custom GPT or AI assistant
- Taught the stack hands-on: prompting, model and tool choice, reusable AI skills, agentic AI and building assistants - with a full session on visual AI and content creation
- Built every session, adapting the next session from what teams had tried, shared and shipped
- Demo Day and beyond
Owned by the team
Leading the change- Certified 20 AI Champions from across the company at a Demo Day close
- Handed over the backlog - 140+ identified use cases, a skills library and a prioritised roadmap
- Set up the change with a champion playbook so momentum carries
What we built
Real tools on real CLUSE work
Not demos - concrete builds their own teams now use, across the business.
E-commerce tool
Commercial & operations
In use
built by the team
Brand protection tooling
Legal
Built in one session
monitors retail platforms
Weekly & monthly reporting
Finance
Automated
standard evaluations
Skills library + AI roadmap
Whole company
140+ use cases identified
owned by the team
The content engine
From brief to campaign, in one session
One of the five sessions went entirely into visual AI. Not tool demos - one chain, run end to end on CLUSE's own brand: their guidelines, their campaign shoots, their voice.
Visual AI workflows
Champions built visual workflows that combine image and video models, turning a single product into campaign scenes with both stills and motion.
The AI writes the prompts
A Campaign Creator assistant turns a product into a full brief: three scenes, image and motion prompts, and the copy. Quality no longer depends on who happens to be prompting.
Straight to campaign
Brief in, campaign out - scenes, stills and video, on their own brand. Inside a single session.
They keep a Content Studio skill: practical handles to produce visuals at speed, in their own brand style. Content at scale, built inside the company rather than bought outside it.
The deep dive
The Head of Legal now builds her own software
Partway through the programme, a select group of champions wanted to go further than the sessions took them. So we opened a deep-dive track on the agentic way of working: Claude Code, their own MCPs, and orchestrating agents. Many of them are not in technical roles.
A deep dive for the ones who wanted more
Not everyone stopped at the finish line. A select group went into the agentic way of working: building and orchestrating their own agents.
Legal builds its own tooling
CLUSE's Head of Legal built custom brand-protection tooling - agentically, in a single session. It monitors and scrapes the relevant retail platforms, flags counterfeits and price discrepancies, and checks findings against internal systems. It replaces a service CLUSE previously bought from an external provider at high cost.
This is what empowerment looks like
Champions from across the business, many without a technical background, now build their own tools and orchestrate their own agents. The capability sits inside the company.
“An absolute game changer.”
What changed
From near-zero to AI every day - and an agentic deep dive
0 to 100
Adoption across the business
In ten weeks CLUSE went from near-zero to nearly everyone working with AI, with 20 AI Champions trained across the company.
140+
Use cases from their own desks
Not a training exercise: 140+ concrete use cases identified in real CLUSE work, handed over as a prioritised backlog the team now owns.
Deep dive
An agentic deep dive followed
The clearest signal it landed - right after Demo Day, CLUSE commissioned an agentic deep-dive track: Claude Code, MCPs and their own agents.
Client perspective
In ten weeks we went from near-zero to nearly everyone working with AI every day. The team is building genuinely useful things, and WAIMAKERS kept adapting the programme to us every step of the way.
Ramon Woldendorp - COO, CLUSE
Where it goes from here
From champions to agents, across the business
The programme handed CLUSE a foundation, not a finish line. With the champion network in place, the next phase widens and deepens AI across the company.
Agentic deep dive underway
An agentic deep dive - Claude Code, MCPs and deeper builds - started right after Demo Day in late June.
From champions to agents
CLUSE is now building its own AI agents on the foundation the champions created.
Owned by the team
The champion network and prioritised roadmap keep the momentum going, function by function.
Approved by CLUSE. Ramon Woldendorp (COO), in consultation with CEO Rudyard Bekker, approved this case, the quotes and the use of the CLUSE name on 29 July 2026.