Scale versus Soul: How To Win In Business When Everyone Plays the AI Game

In an era where AI scales faster and thinks quicker, the question isn what machines can do, but what we as humans and organisations still uniquely bring to the table.

How can we harness AI power without losing our human touch? What truly sets us apart from machines, and how do we build organisations that SCALE without losing SOUL?

To win, you don over the other, but you do have to commit. Some will go all-in on SCALE. Others will bet everything on SOUL. And a few will master both. What matters is making a clear choice, and executing it with conviction.

This book is your guide to thriving as humans in the age of intelligent machines. You get the frameworks to think beyond the noise, and the tools to lead with confidence. Technology moves business, SOUL moves people. The future truly belongs to those who understand and play with both.

Will you be one of them?

Dado Van Peteghem studied Computer Sciences at the University of Ghent and is a published author of five business books. He is an international keynote speaker on technology and transformation and a guest professor in various business schools. Dado has been helping organisations with innovation for over 15 years. He has been involved in multiple international companies, startups and advisory boards.

Jeremy Denisty is Head of AI at Chalhoub Group, the largest luxury retailer in the Middle East, where he leads the company AI transformation. Previously leading a boutique digital innovation consulting firm from Dubai, he has advised over 150 brands across EMEA. He co-authored The Virtual Economy, teaches Digital Innovation at Hult Business School as Adjunct Faculty, and regularly speaks on AI, business transformation, and the future of technology.

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E-bog: 18. oktober 2025