Frank Hoen Of Netpresenter: How AI Is Disrupting Our Industry, and What We Can Do About It

An Interview With Cynthia Corsetti

Invest in Training: Ensure your workforce is well-prepared by investing in ongoing education and training programs. Keeping your team updated on the latest AI technologies will be crucial for maintaining competitiveness.

Artificial Intelligence is no longer the future; it is the present. It’s reshaping landscapes, altering industries, and transforming the way we live and work. With its rapid advancement, AI is causing disruption — for better or worse — in every field imaginable. While it promises efficiency and growth, it also brings challenges and uncertainties that professionals and businesses must navigate. What can one do to pivot if AI is disrupting their industry? As part of this series, we had the pleasure of interviewing Frank Hoen.

Frank Hoen is the CEO of Netpresenter, a pioneer in the field of integrated communication solutions. With an emphasis on improving workplace communication through innovative technology, Frank has led Netpresenter for the last 25 and counting years. Under his leadership, the company has developed advanced tools like Smart Campaigns, which leverage AI to subtly enhance learning and compliance in the workplace. With a deep understanding of both the technological landscape and the essential human elements of business, Frank continues to drive his team towards creating solutions that improve efficiency and engagement across various organizational levels. His vision extends beyond mere technology implementation, focusing on transformative processes that integrate seamlessly into daily business operations, thereby reshaping how information is consumed and acted upon in corporate environments.

Since 1995, Netpresenter has been pioneering innovative employee and emergency communication software. Amongst other industry-firsts, they were the first to introduce AI in an employee communication platform. Their dedication to innovation and collaboration has earned recognition from G2 as a trusted industry leader. Netpresenter’s visual communication software and strategic approach empower organizations worldwide to keep employees informed, engaged, productive, and safe. Netpresenter is the trusted solution for leading organizations like George Washington University Hospital, Johnson & Johnson, and DHL. As a result, over 5 million users across 90 countries rely on Netpresenter daily. For more information, visit

Thank you so much for joining us in this interview series. Before we dive into our discussion our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?

Hi, I’m Frank Hoen, CEO of Netpresenter. For over 25 years, I’ve had the privilege of leading a team that’s deeply committed to enhancing workplace communication through innovative technology. Under my leadership, we’ve developed tools like Smart Campaigns, which integrate AI to subtly improve learning and compliance in professional environments. My journey has been driven by a dual focus on the evolving technological landscape and the essential human elements of business. This approach has allowed us to create solutions that not only increase efficiency but also foster engagement at various organizational levels. Beyond simply implementing new technologies, I am passionate about initiating transformative processes that blend seamlessly into daily business operations, fundamentally altering how information is consumed and utilized in corporate settings.

What do you think makes your company stand out? Can you share a story?

Netpresenter stands out due to its focus on visual communication, which engages users without disrupting their workflow. We integrate crucial information into the daily routines of employees in a subtle, yet effective manner. This approach ensures that important messages are conveyed seamlessly, helping organizations maintain high levels of safety and compliance without the interruption commonly associated with traditional communication methods.

You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

  1. Community Contribution: Balancing organizational goals with societal contributions has been pivotal. Our involvement in creating systems like Amber Alerts showcases our commitment to societal safety, echoing our ethos on a business level where our solutions safeguard workplace environments.
  2. Independence: Our complete autonomy as a self-funded entity allows us to innovate without external pressures. This independence is crucial for maintaining transparency and integrity, enabling us to truly align with our values and mission.
  3. Innovation: Daring to be first in applying new technologies, such as AI, to practical, everyday uses has set us apart. Our early adoption of AI has not only advanced our capabilities but also established a trust level that competitors find challenging to match.

Let’s now move to the main point of our discussion about AI. Can you explain how AI is disrupting your industry? Is this disruption hurting or helping your bottom line?

AI is increasingly integral in our industry, particularly in enhancing efficiency and competitiveness. At Netpresenter, we see AI as a tool that augments our capabilities, allowing us to innovate and improve our offerings. By integrating AI, we are able to automate routine tasks, which enhances productivity and allows our team to focus on more strategic activities. It’s about adapting and leveraging technology to stay ahead, not just keeping pace.

In the long run, the bottom line will start to show the subtle benefits of implementing AI helpers. The strategic application of AI improves service quality and increases profitability by optimizing resource allocation. The efficiency gain associated with AI adoption is the decrease in manual labor and resource allocation.

Which specific AI technology has had the most significant impact on your industry?

The rise of robust APIs and large language models like OpenAI’s GPT has transformed our understanding of dynamic employee communication. These technologies enable us to seamlessly integrate advanced natural language processing capabilities into our products. This integration facilitates quicker and more accurate content generation, allowing for scalable communication solutions that adapt to the needs of our users in real-time.

Can you share a pivotal moment when you recognized the profound impact AI would have on your sector?

A pivotal moment came when we began exploring a ‘chief editing officer’ model requiring advanced intelligence capabilities. The release of ChatGPT 3.5 in December 2022 marked a significant shift. Its capabilities introduced a range of possibilities that were previously unattainable. Recognizing its potential immediately, we integrated this AI into our platforms within just two weeks. Now, it’s utilized across all sectors of our business. My interest in AI dates back to the 1980s, but only now has technology matured enough to fully harness its potential.

How are you preparing your workforce for the integration of AI, and what skills do you believe will be most valuable in an AI-enhanced future?

To prepare our workforce for AI integration, we emphasize the importance of flexible thinking and adaptability. We’ve actively encouraged our employees to incorporate AI tools into their roles, which initially met with some resistance. However, those who embraced these tools quickly recognized the benefits, such as enhanced productivity in their daily tasks. At Netpresenter, we view AI as an ‘intelligence assistant’ that complements our staff’s skills by freeing them from routine tasks and allowing more focus on strategic goals. This approach ensures our team remains agile and well-prepared for future challenges and opportunities.

What are the biggest challenges in upskilling your workforce for an AI-centric future?

One of the biggest challenges in upskilling our workforce for an AI-centric future is ensuring that all team members are comfortable and proficient with new technologies. It’s not just about learning to use AI tools; it’s about fundamentally understanding how AI can enhance and streamline our workflows. Therefore, fostering a culture that embraces continuous learning and technological adaptability is crucial. We focus on training that demystifies AI and demonstrates its practical benefits, aiming to boost confidence across all levels of our organization.

What ethical considerations does AI introduce into your industry, and how are you tackling these concerns?

In addressing the ethical implications of AI, Netpresenter focuses on data sources, privacy, and transparency. We rigorously select data to ensure compliance with regulations like Europe’s GDPR, prioritizing the protection of sensitive information. AI’s “black box” nature, where the process of decision-making isn’t always clear, requires us to maintain oversight. We view AI as an assistant, using it judiciously while ensuring we remain the final check on its output. This approach helps us balance innovation with ethical responsibility, safeguarding our users’ data and trust.

What are your “Five Things You Need To Do, If AI Is Disrupting Your Industry”?

In my opinion, there are five essential things to successfully navigate before you can thrive with AI:

  1. Embrace It: Actively adopt AI technologies to enhance efficiency and innovation. Leveraging AI can transform your operational capabilities and create new opportunities.
  2. Invest in Training: Ensure your workforce is well-prepared by investing in ongoing education and training programs. Keeping your team updated on the latest AI technologies will be crucial for maintaining competitiveness.
  3. Stay Authentic and Trustworthy: Maintain transparency about how AI is used within your operations, especially regarding data handling. Building trust with your stakeholders by upholding ethical standards is essential.
  4. Monitor and Adapt: Regularly evaluate the impact of AI on your business and industry. Stay adaptable and ready to pivot strategies as necessary to address new challenges and opportunities presented by AI technology.
  5. Adaptability and Creativity: Balance AI capabilities with human creativity and intuition to maximize benefits. While AI excels in handling data and automating tasks, human oversight is essential for strategic decision-making and creative problem-solving. Encouraging a culture where technology complements human skills fosters innovation and adaptability, ensuring that your organization can thrive in a rapidly changing landscape.

What are the most common misconceptions about AI within your industry, and how do you address them?

Common misconceptions about AI often include its perceived lack of adaptability and creativity, as well as concerns over moral decision-making. AI does operate on predefined algorithms and data inputs, which can seem rigid. However, AI’s strength lies in processing and analyzing vast amounts of data quickly, providing valuable support to human creativity and decision-making. It reshuffles existing information rather than inventing new content, which complements our ability to think outside the box and innovate. We address these misconceptions by emphasizing the complementary relationship between AI and human intelligence, ensuring our team understands that AI is a tool to enhance, not replace, human capabilities and ethical judgment.

Can you please give us your favorite “Life Lesson Quote”? Do you have a story about how that was relevant in your life?

Adaptability is not imitation — it means powerr of resistance and assimilation. Our foray into AI was a significant shift, driven by the need to continuously evolve our solutions in line with emerging technologies. By embracing adaptability, we managed to not only integrate AI successfully but also enhance our product offerings significantly. This approach has allowed us to stay relevant and competitive. It taught us that adaptability is about absorbing new ideas, resisting the urge to stay static, and continuously striving for improvement, which has been crucial in our success.

Off-topic, but I’m curious. As someone steering the ship, what thoughts or concerns often keep you awake at night? How do those thoughts influence your daily decision-making process?

The rapid pace of technological change and its implications for data security and job roles often occupy my thoughts. Ensuring that our team remains ahead of the curve while maintaining high morale and job security is challenging. These concerns influence my decision-making by driving a focus on continuous learning and development within our team, and implementing robust cybersecurity measures to protect our operations and client data.

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂

If I could start a movement, it would be focused on “Knowledge for Safety,” using technology to ensure every individual in an organization is well-informed about safety, security, and compliance. Leveraging tools like Netpresenter’s Smart Campaigns, the movement would aim to minimize the knowledge gaps that can lead to preventable disasters. This would not only increase safety but also foster a culture of informed preparedness across various sectors, significantly reducing risk by ensuring all employees know critical safety procedures without disrupting their day-to-day activities. This approach effectively addresses preventable safety issues by enhancing knowledge dissemination.

How can our readers further follow you online?



Business Contact: Frank Hoen, CEO of Netpresenter, [email protected]
Office: +1(212) 710 59 08

Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!

About the Interviewer: Cynthia Corsetti is an esteemed executive coach with over two decades in corporate leadership and 11 years in executive coaching. Author of the upcoming book, “Dark Drivers,” she guides high-performing professionals and Fortune 500 firms to recognize and manage underlying influences affecting their leadership. Beyond individual coaching, Cynthia offers a 6-month executive transition program and partners with organizations to nurture the next wave of leadership excellence.