For nearly four decades, I’ve observed how technology transforms workplaces and professions. What fascinates me isn’t the technology itself, but how humans adapt around it – sometimes brilliantly, often with unnecessary struggle.
This journey has given me unique insight into what truly matters when navigating technological change: not mastering specific tools, but strengthening the human capabilities that remain irreplaceable regardless of which systems come next.
My career began as a reporter for local newspapers in 1984. By 1987, years before the internet, I worked for the Dutch State Publishers on one of Holland’s first digital government information projects. I later made headlines as a male executive assistant, eventually serving the chairman of the Duke of Edinburgh Award and managing offices for prestigious firms in Mayfair and the City.
During the dotcom boom, I built DeskDemon.com into the market leader for workplace professionals in both the UK and US. I also launched B2B and B2C websites, including Director of Finance Online, SME Web and SmartLandlord.com. My writings have been quoted by the Wall Street Journal, Financial Times, Investor Chronicle, Property Week and other leading media.
More recently, I pioneered content standards for GOV.UK and transformed how the government communicates with citizens during their most vulnerable moments.
"AI isn't replacing expertise; it's exposing the difference between those who have it and those who've been faking it."
Adrie van der Luijt
Knowledge worker training specialist and founder of Workplace Insights
My areas of expertise
AI in the workplace
Drawing on my experience with digital transformation since the 1980s, I provide practical insights on implementing AI tools in everyday work practices. I help organisations integrate these technologies responsibly while maintaining human creativity and critical thinking.
Corporate communication
With my background in journalism, publishing and pioneering content design for major government projects, I help organisations develop clear, user-centred communication strategies that work across digital platforms.
Workplace transformations
My unique career spanning multiple roles and industries allows me to help organisations navigate change effectively. I specialise in bridging the gap between technical possibilities and human needs, ensuring digital transformation enhances rather than diminishes the workplace experience.
My approach
What distinguishes my approach is brutal honesty combined with practical solutions. I won’t tell you to be “more strategic” or simply get better at prompting AI.
As a Dutchman who’s lived through multiple waves of workplace transformation, I cut through the hype to establish real facts, identify genuine user needs and suggest practical ways forward. I bring good humour and decades of first-hand experience to help you identify which aspects of your expertise remain valuable as AI evolves, and which might need reconsideration.
My guidance comes not from theoretical frameworks, but from having personally navigated technological disruption across multiple professional contexts.
Let's work together
Whether you're looking for a keynote speaker, workplace training or insights on navigating technological change, I'd love to hear from you.
If you’re concerned about how AI will reshape your workplace, you need someone who understands both emerging technologies and human workplaces.
For nearly four decades, I’ve navigated digital transformation while maintaining a ruthlessly practical focus on the human experience. My cross-cultural background gives me unique insights into how professionals can adapt and thrive despite technological upheaval.
I’ve spent over 30 years at the intersection of content, technology and workplace transformation. My career has spanned from early digital publishing to implementing AI-enhanced content strategies across government and corporate sectors.
As Editor-in-Chief at DeskDemon.com, I led a team of 12 through a £1.5 million portal development, establishing the platform as a US and UK market leader. I launched two B2B news platforms for Sir Bob Geldof’s media firm Ten Alps, creating content cited by the Wall Street Journal, Financial Times and Reuters.
My work with the UK public sector includes substantial projects. As the first content designer responsible for all online content for Universal Credit, I pioneered GDS standards for transactional services on GOV.UK.
For the Metropolitan Police Service I created the national drink and needle spiking advice and information service on Police.uk, the platform used by 81% of police forces in England and Wales.
At the Cabinet Office, I delivered SaaS counter-fraud tools for the Government Grant Management Function, a project recognised as a “star performer” by Downing Street during the COVID-19 response.
ABOUT ME
With over 30 years of experience as a content designer and strategist, I can deliver great content and thought-leadership for your digital transformation project.
For nearly four decades, I’ve crafted content that cuts through complexity and meets people where they are, whether they’re reporting domestic abuse at midnight, claiming benefits while juggling childcare, or searching for cancer treatment information during the most frightening time of their lives.
As a pioneer who helped establish the earliest content standards for GOV.UK and transactional services when GDS was in its infancy, I’ve been at the forefront of digital transformation throughout my career.
From my first government digital project in 1987 to my writing and speaking on AI in the workplace today, I’ve consistently advocated for systems that work for humans rather than forcing humans to adapt to systems.
My work has touched millions, removing unnecessary barriers and creating moments of clarity when people need it most.
I am available for fully remote work in the UK, EU and worldwide.
ABOUT MY NAME
My name is Adrie van der Luijt. It's Dutch and pronounced Aah-dree, not 'Ey-dree.
I have lived and worked in London since 1995, with an A+ (Distinction) in English. In that time, I’ve heard my name mispronounced in lots of ways. Andrei? Andrew? Adrian? No, it’s Aah-dree. My surname, van der Luijt, is admittedly a bit more difficult to pronounce. But if you say van der Loud or even van der Lloyd, that’s close enough.
MY JOURNEY
From deadline-driven journalism to life-changing public services
My quest to find and tell the truth began in newsrooms and studios, where I learned to distil complexity into clarity within punishing deadlines. As business editor launching Director of Finance Online, I was quoted by the Wall Street Journal on accounting standards just three months after starting – despite having no prior accounting background. This ability to rapidly master technical domains and communicate with authority became my signature approach.
These journalistic instincts proved invaluable when I stepped into government digital services. When joining Universal Credit as their first content designer in 2012, I brought this same incisive sensibility. I spent days challenging policy experts on each form question: ‘Do we really need this? What happens if we don’t ask it?’ The result eliminated 70% of housing benefit questions, transforming an overwhelming barrier into an accessible service for vulnerable people.
My career has consistently placed me at the intersection of complex systems and human needs – whether explaining accounting standards to financial professionals or helping domestic abuse survivors navigate reporting processes.
The common thread is my commitment to finding the signal in the noise, asking uncomfortable questions, and always prioritising the human beings who interact with my work when they’re stressed, confused or in crisis.
SEE MY WORK
I recently delivered an online service to report drink and needle spiking to the police.
I specialise in creating intuitive, user-friendly online forms and services. Most of my work is available only when people apply, register or report. For example, applying for Universal Credit, registering as a childcare provider or reporting a crime.
The spiking advice and information service I wrote for police in England and Wales is an exception. It is trauma-informed, focusing on users who may be disoriented or affected by substances. It offers a safe and empathetic environment, prioritising clarity and support.
By understanding the unique needs of these users, I was able to provide guidance and options for reporting, ensuring their experiences are heard and addressed with sensitivity. The service is included on the newly-launched Police.UK app.
My content was reviewed by victim support organisations as striking the “perfect” tone. “All the way through you were giving the victim the choice of what to do next, which is the right thing to do. We had no changes to make; it was excellent.”
