address. Gaston Geenslaan 11 B4, 3001 Leuven

Generative AI discovery program at PSA Belgium

Exploring potential applications of artificial intelligence within PSA Belgium, the largest container handler in the port of Antwerp.

Generative AI is hot. Tools like ChatGPT, the new Bing, Bard, and others are popping up like mushrooms. Fun to try out, but hard to figure out the true value it could bring to businesses. PSA Belgium wanted to discover that value, so we got to work. Here's how we run an AI discovery program.

1. Setting the scene

Before we could get started, we had to set the scene. What does the generative artificial intelligence landscape look like? Are we beyond Industry 4.0, and is Industry 5.0 no longer a buzzword? We explain that we are moving beyond autonomous systems and aiming for human-machine collaboration.

We move towards an era with automated manufacturing processes, the use of real-time data, enabling people to work alongside machines to improve processes, and providing personalization for customers. Still very general, but we'll see what this means for PSA in just a second.

2. Scenario planning

Before diving in with the artificial intelligence part, we first had to discover what PSA's future could look like. We divided the participants into teams to start the first part of our discovery program: scenario planning. Using a strategic foresight technique, the teams created multiple plausible and coherent predictions about PSA's future.

3. Idea generation

Through the futuristic lens we generated in the second part of the workshop (thanks to scenario planning), each team could go on to define solutions for their predicted challenges. Let the brainstorming begin!

4. AI applications

We've come quite a long way already, but now it's time to bring AI into the game. Looking at the specific challenges that the teams defined, our team of AI experts helped them search for ways AI can improve business outcomes. We looked at the how (is it doable?) and the why (is it valuable?) of applying artificial intelligence.

5. Make the case

To end our discovery program, each team got the opportunity to make a case for their AI solution by pitching a business case to the entire group. Here are some of the solutions they came up with:

  • A 'drug buster': a sophisticated IoT system that uses anomaly detection to trigger targeted drug inspections
  • A generative planner: a planner powered by generative AI that predicts loading/unloading capacities for better human decision making
  • A digital twin: a simulated container handling environment to make predictions for reduced energy management

The result? We awarded the best team effort with a bottle of bubbles, but most importantly, PSA's employees could go home with practical, hands-on AI ideas that they can apply to their future challenges.

Want to discover the future of artificial intelligence in an AI discovery program tailored to your organization? Reach out to us via the form below or send us an inquiry via

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address. Gaston Geenslaan 11 B4, 3001 Leuven