Most AI strategies treat every initiative as the same kind of project. Ori Marom, program manager innovation at the Port of Rotterdam, argues that’s where strategy breaks down. In this episode of #shifthappens, Ori shares what three decades of operational AI looks like at Europe’s largest port, where over 30,000 vessels pass through each year, and failure affects critical national infrastructure. He makes the case that automation and augmentation are not interchangeable; each demands a different approach to workforce engagement, risk, and stakeholder buy-in. He also explains how connected data and digital twin platforms are enabling real-time, multi-agent orchestration, and why starting with purpose – not enthusiasm – is what separates lasting impact from expensive experimentation.
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