Roos Brekelmans

As AI increasingly shapes core product, operational and strategic decisions, many organisations still treat ethics as a policy artefact or compliance exercise - often detached from the reality of day to day decision-making. Roos Brekelmans, Digital Innovation Accelerator at Vattenfall, explores the ethical, strategic and trust risks created by this gap. Rather than framing ethical AI as a control or governance problem, she reframes it as a practical business discipline - and a conversation skill. Drawing on hands-on innovation experience and academic foundations in technology ethics, this session moves beyond abstract principles to focus on concrete, repeatable practices that teams and leaders can embed directly into their innovation pipelines. Using AI responsibly is positioned not as a brake on progress, but as a lever for resilient, scalable, and strategically sound innovation.

• Embedding ethics into everyday and strategic business decisions.

• Using values to navigate real AI trade-offs under uncertainty.

• Linking responsible innovation directly to enterprise value and trust at scale.