About Jeroen
Jeroen Pets is a Digital Strategist, UX Architect and Coordinator at Fieldside, working where AI stops being a demo and starts becoming a business decision, and bringing a designer's eye to a field that is mostly argued over by engineers. He started out as a graphic designer, moved into front-end development and still builds from scratch when it matters; today he is a certified Design Sprint Master who facilitates the sessions where those decisions actually get made. At Fieldside he runs practical AI orchestration, workflow automation and strategy, turning tools that impress in a demo into workflows people still use three months later. He excels in prompt engineering and in designing agentic multi-model systems, with a particular focus on guardrails: where an agent may read and where it may act is a design decision before it is a technical one. With a strong UX background and AI coding assistants at hand, he prototypes fast enough that a strategy can be seen and tested instead of only discussed. On AI sovereignty he takes a clear position: the hard problem is not the infrastructure but the normative layer, deciding what a system should be allowed to do and on whose terms. With twelve companies in the Fieldside cluster as his testing ground, every idea meets a real business before it becomes a claim.
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