Reframing and Reshaping Business Analysis: From Strategy to Reality, Now and in the Future

Turning strategy into reality has always been the Business Analyst’s job, and AI is now rewiring the entire value chain that makes that happen — so it is time the profession got rewired too.

The usual questions ask how AI can improve business analysis, and how business analysis can shape AI adoption. Filip Hendrickx argues the real question is what AI will do to business analysis: not just augmenting the work, but potentially reshaping the value chain itself and removing business analysts from parts of it entirely. He argues the future role is not prompt engineering but context curation — defining outcome, scope and guardrails so AI can build the right thing — and maps three dimensions for repositioning the profession: a framework built to outlast this wave of AI, and the ones after it.

Key Takeaways

• Why the AI-enabled future means transformed business analysis, not just automated or augmented business analysis.
• Context curation as the emerging core business analysis skill.
• A three-dimension framework for staying relevant through this wave of change, and the ones after it.

About the Speaker

Filip is convinced established organisations can become corporate startups. He bridges business analysis, product management, design thinking, lean startup and innovation techniques in his work as a speaker, trainer, coach, author and consultant. With over 10 years in business consulting and a prior decade in software engineering and research, Filip connects strategy with execution in a structured yet pragmatic way.

He is co-founder of the BA & Beyond Conference, past president of the IIBA Brussels Chapter, and a member of the IIBA Board of Directors. Together with Ian Richards, he co-authored Brainy Glue, a business novel on business analysis, innovation and change, and is co-author of the BCS book Digital Product Management and Cycles, a book, method and toolkit enabling faster innovation. Filip was named IIBA EMEA Region Volunteer of the Year in 2022 and again in 2024.