Incentro, a digital advisory company based in the Netherlands, is reshaping its strategic direction by concentrating on agentic AI rather than continuing its traditional digital transformation and customer experience consulting services.
The shift reflects a broader market reality: businesses have moved past the initial enthusiasm surrounding artificial intelligence and now expect tangible outcomes from their technology investments. According to Sander Verstoep, “The hype phase is behind us. Companies no longer want AI toys, they want results: faster processes, employees who get more done, and better customer experiences.”
Moving Beyond Experimental AI
The company’s decision to focus on agentic AI—systems designed to autonomously complete tasks with minimal human intervention—demonstrates a recognition that enterprise clients are increasingly demanding practical applications rather than proof-of-concept projects. This represents a significant departure from Incentro’s previous emphasis on helping organizations navigate broader digital transformation initiatives and enhance their customer experience strategies.
Agentic AI represents one of the more mature applications of artificial intelligence technology, moving beyond chatbots and generative models to create systems capable of complex, multi-step task execution. The technology promises to address genuine pain points in business operations, from process automation to decision-making optimization.
European Startup Ecosystem Trends
Incentro’s strategic pivot aligns with evolving expectations across the European startup and technology consulting landscape. As artificial intelligence technologies mature and move from laboratory settings into production environments, companies across the continent are reassessing their AI strategies. The initial wave of AI enthusiasm, characterized by experimental projects and pilots, has given way to more focused initiatives targeting measurable business impact.
This transition reflects a maturing market where European enterprises—from small businesses to large corporations—are becoming more discerning about their technology investments. They are moving away from the notion of AI as a futuristic capability to be explored and toward viewing it as a tool for immediate operational improvement.
The Netherlands, home to a vibrant technology and consulting sector, has positioned itself as a hub for practical AI implementation. Companies like Incentro represent the evolution of European tech advisory services, moving from broad digital strategy consulting toward specialized expertise in emerging technologies that deliver concrete results.
For European startups and established firms alike, this development underscores an important market lesson: the most valuable AI applications are those solving real problems with measurable outcomes. As organizations across the continent continue evaluating their technology strategies, the focus on agentic AI—rather than experimental or exploratory AI initiatives—is likely to intensify, shaping how advisory companies approach their service offerings and positioning in the coming years.