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Generative AI discovery program at PSA Belgium

PSA Belgium initiated a generative AI discovery program to explore AI applications in their operations as the largest container handler in the port of Antwerp.

In order to navigate the AI landscape and set the stage for the program, we discussed the evolving role of AI, moving towards human-machine collaboration and personalized customer experiences. Next, we facilitated scenario planning sessions where teams created plausible predictions about PSA's future, followed by idea generation and exploring AI applications specific to the challenges identified.

01 Define

Start with why

In the first step of the AI discovery program, we set the scene by providing an overview of the generative artificial intelligence landscape. We moved beyond buzzwords like Industry 4.0 and introduced the concept of human-machine collaboration. By emphasizing automated manufacturing processes, real-time data utilization, and personalization for customers, we created a foundation for exploring AI's potential in PSA Belgium's operations.
User interviews
02 Ideate

Generate ideas and concepts

After setting the scene, we held scenario planning sessions where participants were divided into teams. Each team embarked on the first part of the discovery program: scenario planning. Through strategic foresight techniques, teams created multiple plausible and coherent predictions about the future of PSA Belgium. These hypothetical situations gave an alternative perspective on the difficulties the business might encounter. Building upon the scenarios generated in the previous step, teams moved on to idea generation. Teams brainstormed and defined innovative solutions tailored to the challenges identified. This ideation phase allowed for creative thinking and the exploration of various approaches to address future obstacles.
Service design
Technology exploration
03 Build

Building the solution

With a range of ideas in hand, we checked the practical application of the AI solutions. In this phase, our team of AI experts collaborated with the teams to explore specific AI applications relevant to the challenges they had defined. We assessed the feasibility and value of implementing artificial intelligence, examining how it could improve business outcomes for PSA Belgium, and preparing them to take the next step - actually building an AI solution.
Product ownership
Project management
04 Grow

Nurturing and growing

Project management
As a result, the masterclass provided PSA Belgium's employees with practical, hands-on AI ideas that they can apply to tackle future challenges. Some notable solutions included a sophisticated IoT system for targeted drug inspections, a generative planner powered by AI to predict loading/unloading capacities, and a digital twin simulation for energy management predictions.
As a technology agnostic company, we always explore multiple ideas, technologies, and even solutions. We map your processes in a detailed manner so the solution is always tailored to your needs and remains future-proof. However, as we're just human beings, we have a tool stack we often use and have become proficient in using.
Take a look at the tool stack we use

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