Norday launches 'AI for Good Studio'

The AI for Good Studio is specifically designed to create social value for brands and organisations. The approach is distinguished by the way Norday uses AI to develop new concepts and hyper-personalised customer experiences. This does not stop at an idea: Norday also guides the implementation, in terms of technology, content and communication.

The launch follows the success of products previously realised by Norday, such as Wondercast – the AI tool that generates personalised podcasts for concertgoers of the Rotterdam Philharmonic Orchestra, among others. Wondercast has been awarded a Webby and a gold DIA, and is currently a finalist in the DEN Awards for innovation in the cultural sector. And also the collaboration with NBTC (Netherlands Board of Tourism & Conventions), in which AI has been used to visually transform streets worldwide into cycling and walking-friendly places. This product was awarded a Golden DIA and a Lovie Award in 2024, among others. These and other best practices are the first concrete elaborations of the AI for Good process and are the foundation of the new proposition.

One of the latest products developed by Norday’s AI for Good Studio is Poetry Pal. This app offers users their “daily dose of poetry”, tailored to personal interests and real-time context such as mood and weather conditions. The app will launch during the Poetry International Festival, taking place from June 12 to 16 in Rotterdam, and will be available in app stores.

“AI raises many questions, and rightly so. For Norday, it primarily offers opportunities to solve meaningful problems and make services truly more human and relevant,” says Marlies de Gooijer, Strategy Director at Norday. “With our approach, we help organizations use AI not just as a gimmick or for efficiency, but as a valuable part of the user experience.”

 

The strength of the proposition lies in its execution: the studio works with small, multidisciplinary teams that don’t stop at the idea but also ensure adoption within the organization. The methodology is based on the ‘sweet spot for innovation’ model, where desirability, feasibility, viability and ethics come together. With a strong understanding of internal processes and deep technological expertise, Norday bridges the gap between digital agencies and consultancies. Thanks to its experience across a wide range of sectors, the insights, methods and best practices developed are broadly applicable and valuable to new clients as well.

In practice, Norday focuses on sectors with high social value: culture, healthcare, education and government. For these domains, various AI agents have already been developed, from digital assistants supporting citizens with care-related questions to AI systems that help staff structure complex information. Norday takes into account the heightened accountability that comes with working in public and socially responsible sectors. Privacy, transparency and even the CO₂ impact of solutions are integral parts of the design and development process. For example, Norday supports healthcare organizations in scaling up proven care technologies that previously struggled to move beyond the pilot phase.

The ambition is to collaborate with at least ten organizations in the second half of 2025 on real-world challenges, and to launch at least two groundbreaking concepts that make the social impact of AI tangible. Organizations can sign up for an exploratory session here.