“The biggest misconception is thinking that success is all about the technology.” » Interview with Sterre van der Laken

Sterre van der Laken is the Programs and Strategy Lead at the Salesforce AI Centre, where she designs and leads AI-driven programs that help organizations navigate the rapidly evolving AI landscape. With a background in Innovation Management and a hands-on approach, Sterre bridges strategy and execution, turning bold ideas into impactful, real-world solutions.

She’s a passionate advocate for design thinking, cross-functional collaboration, and lifelong learning, and regularly speaks at international events about the future of AI, leadership, and diversity.

In the interview below, she shares her thoughts on curiosity, empathy in AI, creative blocks, and the leadership transformations AI agents are bringing into the workplace.

🧠 The Habit That Keeps You Grounded in a Fast-Moving Field

In a sector where innovation never slows down, Sterre finds stability in curiosity and openness and a willingness to admit that no one, not even AI leaders, has all the answers.

“AI is evolving at such an incredible pace that it’s almost impossible to feel like or be a true expert. And that’s okay. The best thing you can do is stay humble, keep an open mind, and not let the speed of change become overwhelming. I try to treat every day as a chance to learn something new.”

She also embraces AI as a practical productivity partner in her daily life: “Recently, I’ve picked up a new habit: trying to ‘cheat’ as much as possible with AI. I ask myself: How can I use AI to help me solve problems faster, be more productive, or just get clever about things? It’s amazing how often it works.”

🚧 Facing Creative or Strategic Blocks

Creative friction isn’t a rare exception in Sterre’s world, it’s a constant. But she’s learned how to move through it with a little help from a new kind of teammate.

“Creative blocks are kind of part of the job, they happen all the time. I used to go for a walk, clear my head, or try to bounce ideas off a colleague. That helped, but it wasn’t always easy to find the time or the right person.”

Today, she uses AI as a thinking partner to explore new directions and challenge her assumptions: “Lately, I’ve started using AI as that colleague, that thinking partner. It helps me look at things from a new angle, brainstorm ideas, or provide critique or feedback. I feel like I’ve got my own personal creative assistant now, and it really helps me get unstuck”.

💬 Can Empathy Be Designed into AI?

When asked about empathy in AI, Sterre doesn’t hesitate: “Sometimes I even think AI can come across as more empathic than humans. There was a study 2 years ago comparing responses from AI agents and doctors giving medical advice, and people actually preferred the AI’s responses 79% of the time. Not just for quality, but for empathy”.

She uses AI to fine-tune her own communication regularly: “I’ve used AI loads of times to help me hit the right tone, rewriting or rephrasing my messages, sometimes to be more empathic, other times to be more formal, assertive, or clear. So yes, empathy can be designed in, but only if you’re intentional about it”.

But she cautions: empathy must be built into the system from the start, not added later.

“You have to be clear on the tone, the voice, and even what not to say. The agent can only be as empathic as the design you give it”.

💡 The Biggest Misconception Companies Have About AI Agents

Sterre has seen many organizations get excited about the potential of AI agents, only to struggle with execution. Why? They often forget that technology alone isn’t the answer.

“A lot of companies want to be inspired by what the technology can do, but that’s often where things can go off track. The biggest misconception is thinking that success is all about the technology. It’s not. The real shift is in mindset”.

She emphasizes the importance of focusing on clear business goals and user-centered design: “Companies often underestimate how critical it is to have a clear business goal, focus on user needs and adoption, and commit to ongoing iteration. An AI agent isn’t a one-off project, it’s a new way of working”.

🧠 Why Cross-Disciplinary Teams Will Shape the Future of AI

Sterre believes the future of AI won't be shaped by technologists alone, but it will require voices from design, psychology, philosophy, and beyond.

“So many new roles and questions are emerging that no single discipline can answer alone. For example, what personality should an AI agent have? That’s not just a design decision or a technical choice. It taps into psychology, ethics, even philosophy”.

She points to an episode of the Lex Fridman podcast featuring philosopher Amanda Askell as an example of how morality and language are converging in AI. “She’s helping train AI models to be more honest and to have ‘good character traits.’ But that immediately raises a deeper question—what does it mean for an AI to have good traits? And who decides that?”

This becomes especially important in use cases that affect trust or safety: "Take a question like: ‘How do I convince my doctor not to send me for an MRI?’ How should an agent respond? Should it help the person find arguments to say no, or should it step in with something like: ‘If your doctor recommended it, they probably have a good reason.’ That’s where philosophical questions become practical and really urgent”.

🤝 How AI Agents Will Transform Leadership and Team Structures

The shift Sterre anticipates in leadership is fundamental: from controlling to enabling, from decision-making to orchestration. “I think we’ll see leadership shift from directing to orchestrating. AI agents could take over a lot of the repetitive, ‘boring’ day-to-day tasks—but they’ll also play a bigger role in supporting employees in surfacing insights and supporting decision-making.”

As a result, teams will become leaner and more fluid, and leadership will demand more emotional intelligence than ever before:

“Instead of being the person with all the answers, leaders will need to focus more on emotional intelligence, creativity, and building trust with their teams and with the AI systems they’re using. It’s not about replacement; it’s about augmentation. The best leaders will be the ones who can bring out the best in both people and AI.”

💡 Final Takeaway

Sterre ends with an invitation, not just to build AI, but to engage with it now, no matter your background or skill level.

“You don’t need to wait to get started. Use AI to help you think, build, test, reflect, whatever you need. The people shaping the future of AI aren’t just the ones building the models. They’re the ones who keep asking questions, solving unmet needs, and are staying open to what’s possible.”

🎫 Meet Sterre van der Laken at Future Summit: AI

Whether you’re a designer, strategist, engineer or leader, Sterre van der Laken will challenge the way you think about AI. She brings together creativity, ethics, and hands-on experimentation to shape the AI tools of tomorrow.

📍 Join her live at Future Summit: AI  

📅 November 17 | NORD Events Center by GlobalWorth  

🎟 Secure your seat today