Turning uncertainty into advantage with AI and AVEVA PI System

La Grande Dame Rotterdam – the iconic former flagship of the Holland America Line

30th October 2025

Turning uncertainty into advantage: how AI & AVEVA PI as real-time data foundation deliver real results in industry 4.0

Step aboard a legendary venue and immerse yourself in a day of transformative insights on Industrial Intelligence.

In today’s industrial landscape, complexity is the norm: rising costs, shifting regulations, sustainability pressures, and an ever-growing demand for performance. But within this uncertainty lies a powerful opportunity. With the right strategy and tools, you can turn disruption into your competitive edge.

Join us for a high-impact event where industry leaders and AVEVA experts will reveal in the morning sessions, how the combination of powerful AI tools on top of the market leading contextualized real time data infrastructure, the AVEVA PI System, are helping organizations across sectors achieve new levels of efficiency, resilience, and smart decision-making.

The afternoon sessions are designed for current users of the AVEVA PI System as well as those interested in exploring its capabilities.

We will share real-world customer experiences, practical tips and tricks, insights into the PI System roadmap, and value-driven use cases that highlight the system's impact.

  • Explore today’s industrial challenges - understand the forces reshaping the industry and how to navigate them with confidence
  • Hear from industry experts - Gain exclusive insights from thought leaders driving innovation in AI, data infrastructure, and operational excellence
  • Discover real success stories - learn how companies are leveraging AVEVA’s technologies to unlock tangible results, from cost savings to smarter operations
  • Engage with the PI Community -in the afternoon, dive into interactive sessions focused on the PI System and its role as the foundation for industrial AI.

Register now by filling in the form!

Agenda

Time  Session
09:00 - 09:30
 Registration and Coffee
09:30 - 09:50  Welcome & Introduction
Gebbe Meffert, AVEVA
09:50 - 10:20  Keynote – Industrial AI: From data chaos to actionable insights.
Pejman Shoeibi Omrani, Senior Scientist leading Production Optimization and AI disciplines at TNO’s Energy and Materials Transition Unit.
10:20 - 11:00 
 The Real Value of AI 
David Smith, AVEVA
11:00 - 11:30  Coffee Break
11:30 - 12:00
Industrial Intelligence Unleashed: AVEVA AI Successes
Boris Demarrez, AVEVA
12:00 - 12:30 Accelerate AVEVA value generation without compromise for security
Tjeerd Zwijnenberg, WATERFALL Security Solutions. 
12:30 - 13:30 Lunch and Networking

Afternoon session: Building the AI foundation with PI System. PI community exchange
13:30 -14:00 
PI System overview
Wade Potts, AVEVA
14:00 - 14:50  Operational Intelligence with PI Asset Framework
Justin Lambeck, Avebe & Aware
14:50 - 15:20  Coffee Break
15:20 - 15:50  The AVEVA PI Value Journey, PI then vs PI now
Wade Potts, AVEVA
15:50 - 16:20 
Panel Discussion – Turning data challenges into value, Moderator David Ariens IT/OT insider
Pejman Shoeibi Omrani (TNO), Boris Demarrez, Joris Verlinden & Wade Potts (AVEVA)
16:20 - 17:30  Closing & Networking Drinks

Whether you're just beginning your AI journey or scaling existing initiatives, this event will equip you with practical, actionable insights to move forward with clarity and confidence.

Spaces are limited, register now to secure your place and be part of the future of industrial intelligence.

We look forward to welcoming you!
The AVEVA team 

Please note: AVEVA reserves the right to cancel registrations if maximum capacity is reached.

Register here

Speakers

Speaker:

David Ariens

IT/OT Insider

A mathematical engineer by training (class of 2010), David began his career at BASF as a data scientist and soon took on the role of European lead for industrial cybersecurity. In Antwerp he launched the site’s first Industry 4.0 projects, later heading the company-wide program across Europe. By the end of his tenure, he oversaw all industrial-digitization teams at BASF’s Antwerp complex.

In 2022 David became the Manager of Analytics for Industry, an Industrial DataOps specialist. A year later he teamed up with Willem Van Lammeren to found The IT/OT Insider, now followed by more than 10 000 readers and listeners each month. In 2025 the duo expanded their mission with The IT/OT Academy, aiming to set the global standard for IT/OT learning.

Speaker:

Pejman Shoeibi Omrani

Senior Scientist AI in Energy Systems and Industrial Processes, TNO

Pejman Shoeibi Omrani is a Senior Scientist leading Production Optimization and AI disciplines at TNO’s Energy and Materials Transition Unit. With nearly 15 years of experience, he drives the development and implementation of digital and AI technologies in geo-energy systems and industrial processes across sectors including petroleum, geothermal, energy, and chemicals.

He holds a Ph.D. in Operations Research from Wageningen University and a Master’s degree in Mechanical Engineering and Applied Mathematics from Delft University of Technology. He has authored over 20 publications, several book chapters, and received several prestigious awards.​

Speaker:

Gebbe Meffert

Sales Director, Benelux, AVEVA

Gebbe is the Sales Director for the Benelux region with responsibility over the commercial success of AVEVA in this Region.

With a mechanical engineering background by education, Gebbe has worked in the software industry for 20+ year in varying roles starting with Engineering software solutions and gradually moved towards Operations software solutions. This knowledge now perfectly comes together in Digital Twin solutions where AVEVA has a unique position due to the broad software portfolio, spanning the entire lifecycle of plants and assets and ranging from Engineering to Operations software products.

Speaker:

Justin Lambeck

PI Specialist, Avebe & Aware

Justin Lambeck is a 29-year-old PI System specialist with a unique blend of expertise in both IT/OT, Data and Chemical Engineering. Graduated in Chemical Engineering, he has been leveraging the power of the PI System for over six years. He first honed his skills as a Manufacturing IT Engineer at Avebe, a role he held from 2018 to 2022.

Now based in Stadskanaal, he operates as a freelance PI Specialist through his own company, where he continues to support key clients such as Avebe and Royal A-Ware in optimizing their operational data.


Speaker:

Tjeerd Zwijnenberg 

Sales Director Europe, Waterfall

Tjeerd is the Sales Director Europe for Waterfall Security Solutions, the global leader in Industrial (OT) Cyber Security based on Unidirectional Security Gateway technologies. Prior to this, he worked for 20 years at OSIsoft (now part of AVEVA / SE) and Honeywell Process Solutions at the OT side of the business. His background is Aviation Engineering in Amsterdam (BSc) and Technical Business Administration at the University of Eindhoven (MSc).

His goal is to make the industry more resilient against outside attacks including targeted ransomware. Compliance, business continuity, and safety of people and environment are key in here.

Speaker:

Joris Verlinden

Vice President Portfolio Strategy, AVEVA

Joris Verlinden is a member of the global portfolio leadership team, shaping the overall software solutions strategy across the business. His 25+ years industry experience started with a career as a ship officer and engineer, followed by almost 2 decades in international business consultancy before joining AVEVA in 2019.

Joris holds a double major MSc degree in Business Administration, a MSc degree in Maintenance & Safety Management and a double major BSc degree in Maritime Operations.

Speaker:

Wade Potts

PreSales - Northern Europe, AVEVA

Wade is a Senior Pre-Sales Engineer with AVEVA. With over 12 years working with PI, first at OSIsoft in South Africa and now with AVEVA in the UK, he is one of Europe’s “PI Guys”.

He spends his days solving problems for our customers with PI and the rest of AVEVA’s suite of products.

Speaker:

Boris Demarrez

PreSales, AVEVA

Boris is a presales technical excellence lead for the Asset performance Management solutions with AVEVA with a strong background in digital transformation and a deep understanding of customer needs.

He collaborates closely with customers and internal AVEVA stakeholders identifying opportunities where AVEVA solutions can support asset performance delivering operational efficiency, innovation, sustainability contributions with a measurable impact.

Speaker:

David Smith

Director AI and Advanced Analytics, 

AVEVA

Dr. Smith is a Director within AVEVA's Chief Technologist Organization, bringing over 20 years of industrial experience. His current focus lies in integrating AI technologies with AVEVA’s first-principles simulation products to enhance asset management and enable autonomous operations. He is a Chartered Engineer with the Institution of Mechanical Engineers in the UK and holds a Ph.D. in Fluid Mechanics from Imperial College London.

Earlier in his career, Dr. Smith worked with EPC companies and equipment manufacturers, leading the design, development, and commissioning of power plant equipment. His expertise spans process engineering, combustion systems, and emissions reduction technologies.

Who We Are

SS Rotterdam by Westcord 

Address
3e Katendrechtse Hoofd 25,
3072 AM Rotterdam, Netherlands

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