GenAI training and awareness: why are so many companies hesitating?

Beltug’s 2025 Belgian Business ICT Market Study details the results of a broad survey of 1,159 respondents, with the findings discussed by a panel of ICT decision-makers during a round table discussion. The full downloadable report is available for members after login. Brief summaries are available (in French and Dutch), including a summary infographic (no login required). We have also published a 7-page report on the findings of the CIO panel here.

Balancing opportunities and risks

Despite the major opportunities for efficiency, productivity and cost savings GenAI promises, there is still a certain reluctance about it. Many organisations are applying strict user boundaries to protect data confidentiality, privacy and accuracy. One CIO explains: “We block the least secure GenAI apps for our employees, but we have developed AI governance.”

Another CIO argues that banning GenAI outright is unrealistic: “Think back to when companies didn’t allow internet access. That’s why we’re now focusing on the proper application of GenAI. We’ve involved IT, HR and Communications to define how and when GenAI can be deployed, and we’re careful to highlight the potential dangers.”

The panel agrees on one clear point: no organisation can ignore GenAI. Its importance will only grow in the coming years. In other words, as one decision-maker puts it, “You have to keep up.”

But keeping pace isn’t always easy. According to the panel, everything is moving very quickly, so what’s innovative today might be obsolete tomorrow. “We developed a proof of concept (POC) for a chatbot with a search function,” recalls one CIO. “But now that agentic AI is emerging, our POC is already outdated.”

‘Major efficiency gains’ or ‘overhyped’?

GenAI applications can be found in many diverse areas. Sometimes they are standalone tools, but often they’re integrated into existing solutions. For example, some companies use GenAI to support their customer service representatives by surfacing the relevant data during calls. This effectively embeds GenAI functionality into the CRM system.

Companies are also forming GenAI user groups to pool knowledge on tasks such as summarising reports and creating podcasts.

Despite all the hype – both among the general public and within companies – opinions on the return on investment vary wildly. Some Belgian CIOs see ‘major efficiency gains‘ while others call GenAI ‘considerably overhyped’ or estimate ‘a maximum return of 5–10%’.

Roadmap & GenAI training

Although Beltug’s study highlights gaps in GenAI training, many CIOs are firmly convinced of its importance. Ideally, this training should be part of an integrated approach to GenAI. “You can’t postpone those efforts and investments, because otherwise you’ll never catch up,” one CIO warns.

Another outlined a potential roadmap: a mixed team combining ICT, Operational Excellence and Business Transformation that identifies ‘usable’ (meaning profitable) AI use cases across business units. “The goal is to prioritise these initiatives and promote knowledge sharing. We also support the initiatives financially so the risks don’t fall entirely on the ‘first movers’.”

Are you ready?

Do you agree that GenAI is here to stay? What’s your organisation’s approach to GenAI, and how are you handling governance and communication around its use?

You, our members, form a rich bank of knowledge, and we at Beltug are committed to building on that strength. Share your insights with us here.