Everyone
talks about AI.
Only a few
make it work.

What we are

AI consultants
based in Brussels, Belgium.

What we do

AI strategy, engineering, adoption. End to end.

How we make it work

First, we think like
strategists

The hardest part of AI isn't building it. It's choosing what to build. We help you choose. Where AI will actually have a strategic impact, which use cases are real and what's worth saying no to.

Then, we build like
founders

We get to work with you. No waiting around. No demo that dies in a deck. We ship a working version within weeks, watch what breaks, and rebuild it smarter. The only way to learn AI is to use AI. So we build it to be used.

Our latest news

Named one of 8 Brussels
tech companies to know.
software.brussels picked eight Brussels tech companies you should know, and Merlin Innovation is one of them, featured for AI & Data. A proud moment for the whole team.
Read the article here.
September 2026
Merlin at VivaTech
2026, Paris.
We joined the Belgian delegation at the 10th edition of VivaTech this year. Belgium continues to punch well above its weight in tech. We were proud to be part of that story. Four days of conversations with entrepreneurs, partners, clients and builders.
June 2026
Watch our first episode of
the Early Late Night Show
We started a show. The Early Late Night Show with Merlin. Ruben and Happy sat down to talk about Claude: why it's rapidly becoming the AI of choice for many users, how to use it well, and what that looks like in practice.
Watch it here.
April 2026
How to find what's hidden in plain sight.
Every year, the Belgian National Gazette publishes thousands of legal filings. Every filing, a potential signal of foreign investment. Hub.brussels had the question. We built the machine that finds the answer.
January 2026
Cannes is not just a film festival.
In February 2026, Merlin represented Belgium at WAICF in Cannes. On the red carpet, in the sessions, in the conversations that matter. We don't just follow where AI is going. We help shape it.
February 2026
Strategy is also what you decide not to build.
Anyone can generate use cases. Few can rank them honestly. With Finvision in 2025, we did exactly that. Four ideas survived. Each one matters. In 2026, we build them together.
December 2025
Three birthdays in one week.
Yes, we took the classic cheesy group photo. Yes, the cake has an AI-generated picture on it. Are we that kind of company?

You bet we are! And honestly… we love it.
November 2025
You bought Copilot. Now what?
Valtech had the licenses. What they needed was adoption. We designed an end-to-end training track: from prompting to building AI agents. Real workflows, real users. Today, Valtech has AI Champions leading the rollout.
January 2026
AI adoption is a people problem.
Three signals from Adopt AI, Grand Palais. Speed is a culture problem, not a technical one. The real barrier is silos. And your people strategy is now your AI strategy.
November 2025
Do you actually need AI agents?
At the Agentic AI Bootcamp in Prishtina, one question kept coming back: when do you actually need agents? The answer: rarely. Most businesses need structured execution, not open-ended autonomy.
October 2025