83 2025 - number 4 - promzvak.nl PUBLISHED UNDER THE RESPONSIBILITY OF THE PPP 9 Want to stay informed about what's happening in the industry? Join the PPP! Discover the benefits! www.ppp-online.nl -column It stays human work I must honestly admit: when I first started working with AI two years ago, I felt a mix of excitement and apprehension. A tool that allows you to create content at lightning speed and evolves rapidly – what would that mean for a role like mine? As it turns out, AI is a fantastic addition that makes your (daily) tasks much easier. Yes, even in our industry. AI = not a quick fix By now, we know AI is not a quick fix. You have to get to know it, understand how to use it, and know what information to feed it. Only then do you get valuable output. It’s incredibly helpful for writing texts, designing proposals, or analyzing data. Especially in a sector where speed and service matter, that’s very valuable. But more and more, something gnaws at me. Every time I have a conversation with ChatGPT, I feel like a piece of creativity is lost. Where’s the personal touch? The creative spark? Personal relationships: still a human job That’s where the uniqueness of our industry comes in: promotional products don’t follow algorithms. They’re tangible. They embody appreciation, attention, connection. And that’s exactly where our strength lies. AI can do a lot, and I’m grateful to use it. But building personal relationships, showing genuine appreciation – that remains the work of humans. By the way, this does not only apply to promotional gifts in the traditional sense. Also consider Christmas packages or appreciation gifts. A carefully curated package at the end of the year does much more than you might think. It shows that, as an employer, you care about your people. That you’re showing appreciation – not through a generic email or AI-generated message, but with something tangible. Something that resonates. It’s in those small, sincere gestures that the power of what we do as an industry truly lies. Not a replacement, but an enrichment Maybe that’s exactly why AI doesn’t replace our work, but rather deepens it. It gives us space to focus more on what really matters: the personal approach. The creativity in concepts. Thinking along, instead of just executing. That’s why it’s important that we, as an industry, keep up. Understand where AI offers opportunities, but also set boundaries. Not just to stay relevant to our clients, but also to preserve our human value – and our value as a sector. Fortunately, there are more and more places in our industry where you can gain this knowledge, such as in the PPP Allround Pro+ training program. Where we, as colleagues, brainstorm about technological developments and how to use them smartly to our advantage. For me, that’s the power of moving forward together. Of learning with and from each other. Of being part of a network like PPP, where knowledge sharing, actualities, and thinking forward are central. Because if you try to keep up alone, you easily miss the boat. But together, you can see it coming from miles away. This column was written with the help of AI PROMZ COLUMN PPP As an online marketer at P&P Projects and a member of the PPP communications committee, Cynthia de Groot closely follows the promotional industry. In this column, she shares her perspective on current trends, challenges, and opportunities in the market – and how PPP is responding to them in a contemporary way. The Dutch trade association for companies that supply promotional products, business and Christmas gifts, and related services. Promotional Products Professionals | PPP PO Box 226, 4140 AE Leerdam - Netherlands | To visit: Gildenstraat 17, 4143 HS Leerdam - Netherlands +31 (0)88-57 00 300 | secretariaat@ppp-online.nl | www.ppp-online.nl Become PPP member - Spokesperson / advocacy - Knowledge centre / PPP academy - Certification - Trade shows / networking platform As a member of our trade association, you benefit from a powerful voice that represents your interests and the industry. Enhance your professionalism with our quality label and stay ahead with the information and education provided by the PPP Academy. Discover useful tools to optimize your work and enjoy exclusive discounts on trade shows, entrance fees, and with a wide range of suppliers. Expand your network on our platform and strengthen your position in the industry. Join Promotional Products Professionals today and take the next step in your success! Visit our stand on The Supplierdays for more information.
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