Max Dinser: “AI is still a baby, growing very fast and we help raise it”

This month, Novature went live with the AI Center of Excellence: a hub where new technologies are rolled out safely and effectively, adoption programs are tailored to each role, and the first AI agents go into production. For Max Dinser, CEO of Digital Bricks and part of Novature since December, this is a natural next step in a journey that began three years ago.

Interestingly, Digital Bricks was founded in the Netherlands by a German and an Englishman. Max recently moved to Amsterdam, now living in De Pijp after previously residing in Arnhem. Technology runs in his family: both of his parents worked at Microsoft.

“I’ve been familiar with Microsoft Dynamics from a young age,” Max says. He was introduced to it when he was only three years old. Since then, Microsoft has been a consistent part of his journey.

“I’ve been passionate about Microsoft Dynamics since I was three,” Max says. Some say he wrote his first workflow before kindergarten. Let’s just say Microsoft has been part of his life longer than most kids have been able to ride a bike.

Digital Bricks was born from a mission: to make technology accessible.

“If a hairdresser can understand how to use AI, then we’ve succeeded,” Max says. This mission is reflected in everything the company does: adoption, education, building, and innovation.

The world of Microsoft partners is evolving rapidly. First came on-premise solutions, then cloud, then mobile, and now AI.

“Welcome to a new way of working,” Max says. This is no longer about 100% predictable SaaS software. AI is a probability tool, not a guarantee. People need time to adapt.

Copilot Adoption Accelerator

This program helps employees use AI in their daily work, from writing better emails to generating content. What sets Digital Bricks apart is the 7-step implementation methodology:

1. Understand AI potential
2. Identify the end goal
3. Evaluate internal capabilities
4. Build or integrate the AI solution
5. Test the system
6. Measure and evaluate performance
7. Continuously update and improve

There are also four deployment levels, from SMALL (2–3 weeks) to XL (18+ weeks). This allows small teams to run quick pilots while large organizations can roll out full enterprise-scale implementations.

The program includes role-specific training paths, workshops, webinars, e-learning, and community-building, exactly what Max means by bottom-up enablement: letting employees drive the change.

Agent Adoption Accelerator

The Agent Adoption Accelerator focuses on vertical AI applications. For example, a real estate agent might want AI for property data. A standard Copilot can’t do that.

That’s where an agent comes in: a tool helping to migrate everything from Google Maps data into digital property layouts.

This program also has four deployment levels, from small pilots to enterprise setups with multiple agents, integrations, and governance frameworks. Companies can build a reliable AI infrastructure tailored to their industry: real estate, insurance, finance, fashion, or commodity trading.

Center of Excellence at Novature

The recently launched Center of Excellence is central to Novature’s AI strategy. Here, adoption programs are rolled out per role, from sales and marketing to HR and developers, and the first AI agents are built and tested.

Max explains: “We start with simple use cases, like a Microsoft License Agent, and progressively develop more complex solutions. This ensures AI is safe, usable, and measurable.”

The Center of Excellence team combines strategy, governance, and compliance with practical adoption. Policy documents, workshops, and training programs ensure AI is not just a tool but a process that people truly understand and use.

Building & Innovation

The Agent Factory develops AI solutions iteratively, using agile sprints for design, development, testing, and fine-tuning.

This is supported by Agent Managed Services, covering strategy, adoption, build & implementation, and operations. The idea: AI is not a one-time experiment but an ongoing process with monitoring, quality control, and optimization.

Practical Impact

Concrete examples show how Digital Bricks enables Microsoft Partners to deliver AI solutions to their end customers:

• RobinRocks: we supported our partner in developing and positioning one of the most comprehensive real estate AI agents in the Netherlands for their end clients.
• Howden Insurance: we helped our partner successfully guide the end customer with a strong community and communication approach to adopt AI successfully.

Adoption Challenges

Adopting AI comes with challenges. Many people are afraid: older generations wonder if they need to learn it at all, while younger generations fear losing their value.

Max acknowledges this fear but explains: “Expectations from major players like Microsoft or Google are often too high. AI is not a plug-and-play solution. It’s a transformation process. With guidance and explanation, people get excited and start using it.”

Vision for the Future

For Max and his team, AI is like a smart intern that needs to be trained.

The goal is clear: automate processes, clean and enrich data, support ERP, and empower employees. Autonomous ERP, agent-based workflows, and horizontal versus vertical agents are all steps toward a future where technology supports people rather than replaces them.

For three years, Max has had almost no sleep, fully immersed in the relentless pace of AI adoption, strategy, and development.

Digital Bricks is leading the way, sharing knowledge with partners and expanding fast: growing from 15 to 20 employees this month, with the ambitious goal of reaching 100. Their presence already spans Europe and the Emirates, and they’re eyeing the US and Canada next.

The story of Digital Bricks shows that AI is still a baby, growing very fast, but one that can be raised properly, with structure, strategy, adoption, and human care.

Max Dinser and his team are ready to help companies embrace the future with confidence, ensuring technology inspires rather than intimidates.