Blog

Jim van Hulst has held several senior leadership roles at EY, ING Bank, ABN AMRO Bank and Johnson Controls International. His previous positions include Director Talent Management, Global Head of Professional Development and Global Learning Technology Leader. 

Jim holds an MSc in Learning Technology from the University of Sheffield and a Bachelor of Education from the University of Arnhem and Nijmegen. He also completed a diploma in Business Management and Leadership at Rotterdam School of Management and earned his MBA from Maastricht School of Management in 2020. He is a regular speaker and the author of numerous articles on learning, leadership, digital transformation and organisational change.

Jim founded Jignite in 2021 to help organisations strengthen learning, leadership and digital transformation.

From AI Awareness to AI Application: Working as an Interim L&D Manager in a Big Four Environment

Introduction

Working as an interim manager in a Big Four organisation means working in an environment where pace, quality and client value are always under pressure. Expectations are high. Clients expect relevance, speed and expertise. The firm itself also needs to keep changing. Now, much of that change is driven by AI. Not just basic AI awareness. Not just general knowledge about hallucinations, ethics, data centre costs or risk. Those topics still matter, but they are no longer the full conversation.

The focus has moved.

It is now about application.

  • How do we build AI agents?
  • How do we connect those agents to business processes?
  • How do we create strong client cases?
  • How do we help professionals use AI responsibly and effectively in their daily work?

For L&D, this changes the assignment. It is no longer enough to teach people how to prompt. The real challenge is to help people develop new ways of working.

From prompting to process thinking

In the first phase of AI adoption, the focus was often on individual skills. People learned how to write better prompts, how to review AI output and how to recognise potential risks. That phase was useful. But it is not enough anymore. In professional services, AI is increasingly about integration into the work process. A good prompt may still help, but it is only one small part of a much larger change.

The real questions are now:

  • How does AI change the way we analyse client needs?
  • How can AI speed up the preparation of advice?
  • How can agents support recurring processes?
  • How do we protect quality, trust and professional judgement?
  • How do we help people take ownership of these new ways of working?

This is where L&D becomes highly relevant.

A possible client case: an AI agent for client preparation

Imagine a team preparing for an important client meeting. Consultants need to collect information about the client, the sector, previous engagements, relevant risks, legislation, market developments and internal expertise. This takes time. It is often done manually. Information is spread across systems, documents, client files and external sources.

An AI agent could support this process. The agent collects relevant input, creates a first analysis, identifies possible themes and suggests questions the team can use during the client conversation. The consultant remains responsible for interpretation and decision-making. The agent accelerates the process but does not replace professional judgement. The client case could be described as follows.

Case: AI-supported client preparation

A multidisciplinary team is preparing for a strategic client meeting. In the past, this required several hours of desk research, internal alignment and document analysis. With the support of an AI agent, part of the preparation is automated.

The agent supports the team by:

  • collecting relevant client information
  • summarising previous interactions
  • identifying trends and risks
  • formulating deeper client questions
  • preparing a first meeting structure
  • linking possible services to client needs

The professional reviews, enriches and challenges the output. This creates a combination of speed, quality and human judgement. The value is time saved. The real value lies in better preparation, sharper client questions and more consistency in the way teams prepare for client conversations.

What does this mean for L&D?

For L&D, this creates a clear assignment. Not by developing yet another generic AI training, but by connecting learning directly to work. In this context, an L&D professional needs to take on four roles.

  1. Translator of strategy into behaviour

The firm may decide that AI is strategically important. But professionals need to understand what this means in their role, in client conversations and in daily processes. L&D translates strategic ambition into visible behaviour in questions like:

  • What does a consultant do differently because of AI?
  • What should a manager be able to guide?
  • What should a partner be able to assess?
  • Where is the boundary between AI support and professional judgement?
  1. Designer of practice-based learning

A traditional AI training course is not enough. Professionals learn best when they work with realistic cases. This requires learning interventions built around client dilemmas, process examples and practical exercises. These may include AI labs, simulations, guided practice, peer review and reflection on real client cases. The key question is not: “Did you complete the training?” The better question is: “Can you apply AI responsibly in a client process?”

  1. Guardian of quality and trust

In a Big Four environment, trust is central. AI may bring speed, but not at the expense of quality, compliance or client confidence. L&D therefore needs to work closely with risk, legal, quality, technology and the business. Not as a final checkpoint, but as a partner in the design of responsible adoption. A strong learning solution makes clear:

  • when AI can be used
  • which data can and cannot be used
  • how output must be validated
  • who remains accountable
  • how professional judgement remains visible
  1. Driver of adoption

Technology only creates value when people change their behaviour. That requires more than communication and training. L&D can strengthen adoption by involving leaders, developing champions, sharing practice examples and helping teams make AI part of their client preparation, quality reviews and regular team routines. AI adoption is therefore not only a technology challenge. It is also a change challenge.

The new standard for L&D

AI does not only change the work of consultants. It also changes the work of L&D. The standard is rising. Learning solutions need to be faster, more relevant and more closely connected to the business. There is less room for generic programmes that do not directly support performance. For L&D, this means:

  • less standalone training
  • more learning in the flow of work
  • less focus on knowledge transfer
  • more focus on application and behaviour
  • less supply-driven learning
  • more co-creation with business, technology and risk

The modern L&D professional needs to understand how AI works, but more importantly, how AI changes work.

Conclusion

Working as an interim manager in a Big Four organisation requires pace, focus and adaptability. This is especially true now that AI is moving from a general knowledge topic to concrete client application. The conversation is no longer mainly about prompting. It is about agents, processes, client value, quality and responsible use.

For L&D, this creates a major opportunity. By treating AI not as a separate training topic, but as part of professional excellence. By connecting learning to real client cases. By helping people use new technology with confidence, quality and responsibility. That is where L&D can make a real difference. Not by following the development from a distance. But by helping shape the way professionals will work next.

From AI Awareness to AI Application: Working as an Interim L&D Manager in a Big Four Environment

Introduction

Working as an interim manager in a Big Four organisation means working in an environment where pace, quality and client value are always under pressure. Expectations are high. Clients expect relevance, speed and expertise. The firm itself also needs to keep changing. Now, much of that change is driven by AI. Not just basic AI awareness. Not just general knowledge about hallucinations, ethics, data centre costs or risk. Those topics still matter, but they are no longer the full conversation.

The focus has moved.

It is now about application.

  • How do we build AI agents?
  • How do we connect those agents to business processes?
  • How do we create strong client cases?
  • How do we help professionals use AI responsibly and effectively in their daily work?

For L&D, this changes the assignment. It is no longer enough to teach people how to prompt. The real challenge is to help people develop new ways of working.

From prompting to process thinking

In the first phase of AI adoption, the focus was often on individual skills. People learned how to write better prompts, how to review AI output and how to recognise potential risks. That phase was useful. But it is not enough anymore. In professional services, AI is increasingly about integration into the work process. A good prompt may still help, but it is only one small part of a much larger change.

The real questions are now:

  • How does AI change the way we analyse client needs?
  • How can AI speed up the preparation of advice?
  • How can agents support recurring processes?
  • How do we protect quality, trust and professional judgement?
  • How do we help people take ownership of these new ways of working?

This is where L&D becomes highly relevant.

A possible client case: an AI agent for client preparation

Imagine a team preparing for an important client meeting. Consultants need to collect information about the client, the sector, previous engagements, relevant risks, legislation, market developments and internal expertise. This takes time. It is often done manually. Information is spread across systems, documents, client files and external sources.

An AI agent could support this process. The agent collects relevant input, creates a first analysis, identifies possible themes and suggests questions the team can use during the client conversation. The consultant remains responsible for interpretation and decision-making. The agent accelerates the process but does not replace professional judgement. The client case could be described as follows.

Case: AI-supported client preparation

A multidisciplinary team is preparing for a strategic client meeting. In the past, this required several hours of desk research, internal alignment and document analysis. With the support of an AI agent, part of the preparation is automated.

The agent supports the team by:

  • collecting relevant client information
  • summarising previous interactions
  • identifying trends and risks
  • formulating deeper client questions
  • preparing a first meeting structure
  • linking possible services to client needs

The professional reviews, enriches and challenges the output. This creates a combination of speed, quality and human judgement. The value is time saved. The real value lies in better preparation, sharper client questions and more consistency in the way teams prepare for client conversations.

What does this mean for L&D?

For L&D, this creates a clear assignment. Not by developing yet another generic AI training, but by connecting learning directly to work. In this context, an L&D professional needs to take on four roles.

  1. Translator of strategy into behaviour

The firm may decide that AI is strategically important. But professionals need to understand what this means in their role, in client conversations and in daily processes. L&D translates strategic ambition into visible behaviour in questions like:

  • What does a consultant do differently because of AI?
  • What should a manager be able to guide?
  • What should a partner be able to assess?
  • Where is the boundary between AI support and professional judgement?
  1. Designer of practice-based learning

A traditional AI training course is not enough. Professionals learn best when they work with realistic cases. This requires learning interventions built around client dilemmas, process examples and practical exercises. These may include AI labs, simulations, guided practice, peer review and reflection on real client cases. The key question is not: “Did you complete the training?” The better question is: “Can you apply AI responsibly in a client process?”

  1. Guardian of quality and trust

In a Big Four environment, trust is central. AI may bring speed, but not at the expense of quality, compliance or client confidence. L&D therefore needs to work closely with risk, legal, quality, technology and the business. Not as a final checkpoint, but as a partner in the design of responsible adoption. A strong learning solution makes clear:

  • when AI can be used
  • which data can and cannot be used
  • how output must be validated
  • who remains accountable
  • how professional judgement remains visible
  1. Driver of adoption

Technology only creates value when people change their behaviour. That requires more than communication and training. L&D can strengthen adoption by involving leaders, developing champions, sharing practice examples and helping teams make AI part of their client preparation, quality reviews and regular team routines. AI adoption is therefore not only a technology challenge. It is also a change challenge.

The new standard for L&D

AI does not only change the work of consultants. It also changes the work of L&D. The standard is rising. Learning solutions need to be faster, more relevant and more closely connected to the business. There is less room for generic programmes that do not directly support performance. For L&D, this means:

  • less standalone training
  • more learning in the flow of work
  • less focus on knowledge transfer
  • more focus on application and behaviour
  • less supply-driven learning
  • more co-creation with business, technology and risk

The modern L&D professional needs to understand how AI works, but more importantly, how AI changes work.

Conclusion

Working as an interim manager in a Big Four organisation requires pace, focus and adaptability. This is especially true now that AI is moving from a general knowledge topic to concrete client application. The conversation is no longer mainly about prompting. It is about agents, processes, client value, quality and responsible use.

For L&D, this creates a major opportunity. By treating AI not as a separate training topic, but as part of professional excellence. By connecting learning to real client cases. By helping people use new technology with confidence, quality and responsibility. That is where L&D can make a real difference. Not by following the development from a distance. But by helping shape the way professionals will work next.

Why International Trainer Certification Matters More Than Ever.

The Learning & Development market is growing rapidly. At the same time, the barrier to entry has never been lower. Almost anyone can call themselves a trainer, coach, or facilitator. Certifications are everywhere. Visibility is easy. Credibility is harder. That is exactly why international trainer certification matters more than ever. I have been a member of the International Board of Certified Trainers (IBCT) since 2003. Recently, I joined its board. More than two decades of involvement have strengthened my belief that independent, international validation is not a luxury, it is a professional necessity.

Expertise Should Not Be Self-Declared

Experience is valuable. A strong network helps. A well-designed website increases visibility. But professional credibility requires more than self-positioning. International trainer certification means that your competencies, methodology, ethics, and professional conduct are assessed against independent standards. Not by your peers. Not by your marketing. But by a recognized international body. That creates:

  • Transparency
  • Trust
  • Cross-border comparability
  • A shared professional benchmark

In a globalized learning market, those elements are essential.

National Recognition Is a Start. International Standards Go Further.

Many countries offer national accreditations for trainers and learning professionals. That is valuable and often necessary. However, organizations operate internationally. Teams collaborate across borders. Digital learning solutions are deployed globally. Talent moves. International trainer certification provides:

  • Portability of professional credibility
  • Alignment with global quality standards
  • Recognition beyond one national framework

For trainers working with multinational organizations or diverse cultural contexts, this is a strategic advantage.

Certification Is About Systems, Not Just Individuals

Professional standards are not only about the trainer standing in front of a group. IBCT certifies individuals but also accredits training facilities. Why does that matter? Because learning quality is systemic. It includes:

  • The didactic setup of the learning environment
  • Technological infrastructure
  • Safety and accessibility
  • Professional learning conditions
  • The overall experience design

A visually impressive training room does not guarantee quality. A certified learning environment supports measurable learning outcomes. International standards raise the bar for both professionals and the environments in which they operate.

From Claims to Evidence

In many organizations, I see strong ambitions: better leadership, stronger digital capabilities, AI literacy, compliance excellence. But how is quality demonstrated? International trainer certification forces clarity and discipline. It requires you to:

  • Make your methodology explicit
  • Define measurable standards
  • Document impact
  • Operate within ethical guidelines

It shifts the conversation from “we believe we deliver quality” to “our quality is independently verified.” In a world where AI can generate content instantly and the market is saturated with providers, evidence-based credibility becomes a differentiator.

Professionalizing Learning & Development Globally

Learning & Development has matured as a strategic function. Yet globally, professional standards remain fragmented. If we want organizations to treat L&D as mission-critical, we must uphold internationally recognized standards ourselves. International trainer certification contributes to:

  • Strengthening the credibility of the profession
  • Raising international benchmarks
  • Encouraging continuous professional development
  • Protecting clients and learners

My (non-paying) role on the IBCT board is not about a title. It is about contributing to the further professionalization of our field at an international level.

A Question Worth Asking

If you work as a trainer or L&D professional, consider:

  • Is your expertise independently validated?
  • Is your certification internationally transferable?
  • Can you demonstrate your standards beyond your own market?

International trainer certification is not the goal. Trust is. And trust is built on independent standards, consistent quality, and professional accountability.

Why International Trainer Certification Matters More Than Ever.

The Learning & Development market is growing rapidly. At the same time, the barrier to entry has never been lower. Almost anyone can call themselves a trainer, coach, or facilitator. Certifications are everywhere. Visibility is easy. Credibility is harder. That is exactly why international trainer certification matters more than ever. I have been a member of the International Board of Certified Trainers (IBCT) since 2003. Recently, I joined its board. More than two decades of involvement have strengthened my belief that independent, international validation is not a luxury, it is a professional necessity.

Expertise Should Not Be Self-Declared

Experience is valuable. A strong network helps. A well-designed website increases visibility. But professional credibility requires more than self-positioning. International trainer certification means that your competencies, methodology, ethics, and professional conduct are assessed against independent standards. Not by your peers. Not by your marketing. But by a recognized international body. That creates:

  • Transparency
  • Trust
  • Cross-border comparability
  • A shared professional benchmark

In a globalized learning market, those elements are essential.

National Recognition Is a Start. International Standards Go Further.

Many countries offer national accreditations for trainers and learning professionals. That is valuable and often necessary. However, organizations operate internationally. Teams collaborate across borders. Digital learning solutions are deployed globally. Talent moves. International trainer certification provides:

  • Portability of professional credibility
  • Alignment with global quality standards
  • Recognition beyond one national framework

For trainers working with multinational organizations or diverse cultural contexts, this is a strategic advantage.

Certification Is About Systems, Not Just Individuals

Professional standards are not only about the trainer standing in front of a group. IBCT certifies individuals but also accredits training facilities. Why does that matter? Because learning quality is systemic. It includes:

  • The didactic setup of the learning environment
  • Technological infrastructure
  • Safety and accessibility
  • Professional learning conditions
  • The overall experience design

A visually impressive training room does not guarantee quality. A certified learning environment supports measurable learning outcomes. International standards raise the bar for both professionals and the environments in which they operate.

From Claims to Evidence

In many organizations, I see strong ambitions: better leadership, stronger digital capabilities, AI literacy, compliance excellence. But how is quality demonstrated? International trainer certification forces clarity and discipline. It requires you to:

  • Make your methodology explicit
  • Define measurable standards
  • Document impact
  • Operate within ethical guidelines

It shifts the conversation from “we believe we deliver quality” to “our quality is independently verified.” In a world where AI can generate content instantly and the market is saturated with providers, evidence-based credibility becomes a differentiator.

Professionalizing Learning & Development Globally

Learning & Development has matured as a strategic function. Yet globally, professional standards remain fragmented. If we want organizations to treat L&D as mission-critical, we must uphold internationally recognized standards ourselves. International trainer certification contributes to:

  • Strengthening the credibility of the profession
  • Raising international benchmarks
  • Encouraging continuous professional development
  • Protecting clients and learners

My (non-paying) role on the IBCT board is not about a title. It is about contributing to the further professionalization of our field at an international level.

A Question Worth Asking

If you work as a trainer or L&D professional, consider:

  • Is your expertise independently validated?
  • Is your certification internationally transferable?
  • Can you demonstrate your standards beyond your own market?

International trainer certification is not the goal. Trust is. And trust is built on independent standards, consistent quality, and professional accountability.

A Moment to Reflect on a Meaningful Year

Come to a close

As the year comes to a close, it is a natural moment to pause, reflect and appreciate what has been achieved together. Over the past year, I had the privilege of working with the Municipality of Amsterdam on several impactful projects. Together with dedicated and talented colleagues, I contributed to the development and delivery of new videos for the Ambtelijk Vakmanschap e learning program, the renewal of the learning curriculum, and the creation of an online learning and development guide to support municipal employees in their daily work, growth and professional development.

These initiatives were not simply about producing learning materials. They were about strengthening craftsmanship, supporting responsible public service and helping people grow in their roles. They were about collaboration, clarity of purpose, and the shared ambition to deliver reliable and high quality services to the city and its residents. I am grateful for the trust, the teamwork and the positive energy I experienced throughout these projects.

Looking Ahead with Energy and Optimism

The holiday season provides time to recharge, reflect on what went well and prepare for new ambitions and opportunities. I look forward to continuing to support organizations and professionals in learning, leadership, change and digital transformation, and to working with teams that want to move forward with clarity, confidence and purpose.

I wish everyone a warm, successful, and enjoyable holiday season and a healthy, inspiring and successful 2026. May it be a year of learning, growth and meaningful results.

Greetings and I hope we meet again in 2026!

 Jim

 

A Moment to Reflect on a Meaningful Year

Come to a close

As the year comes to a close, it is a natural moment to pause, reflect and appreciate what has been achieved together. Over the past year, I had the privilege of working with the Municipality of Amsterdam on several impactful projects. Together with dedicated and talented colleagues, I contributed to the development and delivery of new videos for the Ambtelijk Vakmanschap e learning program, the renewal of the learning curriculum, and the creation of an online learning and development guide to support municipal employees in their daily work, growth and professional development.

These initiatives were not simply about producing learning materials. They were about strengthening craftsmanship, supporting responsible public service and helping people grow in their roles. They were about collaboration, clarity of purpose, and the shared ambition to deliver reliable and high quality services to the city and its residents. I am grateful for the trust, the teamwork and the positive energy I experienced throughout these projects.

Looking Ahead with Energy and Optimism

The holiday season provides time to recharge, reflect on what went well and prepare for new ambitions and opportunities. I look forward to continuing to support organizations and professionals in learning, leadership, change and digital transformation, and to working with teams that want to move forward with clarity, confidence and purpose.

I wish everyone a warm, successful, and enjoyable holiday season and a healthy, inspiring and successful 2026. May it be a year of learning, growth and meaningful results.

Greetings and I hope we meet again in 2026!

 Jim

 

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