The human behind impact maker Rob Roef: My secret? A song from Queen every day ...

Quite by accident, Rob Roef rolled into the wonderful world of digital building. Today he is considered the Netherlands' number one digital guru. Who is this Queenfan and what drives him? Watch episode 2 of Helder now!

Whoever says Rob Roef, says digitization. Within the construction and infrastructure sector, the TNO expert is considered one of the figureheads in the field of data, automation and open standards. Yet the career of the native of Rotterdam began quite differently. "I worked in construction, but that didn't suit me. I had to get up too early and stood outside in all weathers. Through a chance encounter I rolled into the digital world."

That coincidence turned out to be a bull's-eye: Roef discovered how automation could alleviate boring and repetitive tasks. It was the beginning of a career in which he became an advocate for smart, data-driven solutions in the industry.

Digitization with a human touch

For Roef, digitization is more than technology. "It is a means to solve social issues faster, smarter and more cost-efficiently." In this, he believes artificial intelligence plays a key role. He is particularly fascinated by the emergence of large language models: "They behave more and more like people. That makes cooperation between humans and technology much more natural." Still, he emphasizes that the human factor remains indispensable. "Organizations are often reluctant to change. Younger generations take those bumps easier. That's where my hope lies."

Data as the basis for decisions

Another spearhead for Roef is the use of digital twins: digital copies of buildings and infrastructure. With these, effects of climate, energy and usage can be better predicted. "We are dealing with congestion, subsidence and water problems. Only by making good use of data can we make responsible choices. AI helps us make that data manageable."

Queen

Roef had actually wanted to become a musician. A boyhood dream that turned out very differently. He grew up with Queen in the 70s and 80s and that has stuck. Not many people know it, but every day since his childhood he plays a Queen song. It doesn't matter what song, but "it has to."

Watch the episode of Helder! with Rob Roef here:

Pride and future

What he is most proud of? Not selling software, but convincing organizations not to take the easy way out. For example, he was behind the BIM process at Schiphol Airport. He sees his international recognition as a Fellow at Building Smart as a crowning achievement, but equally important is his role as a connector.

He remains level-headed about the future: "I don't have a crystal ball. But I believe that in thirty years we will live very differently - more flexible, more attuned to life phases. Digitalization is going to help us do that."

About Bright!

"Clear!" is an interview series in which we spotlight people with a clear vision of their field. We highlight their impact, but also explore their passion and motivations. Joyce van de Hoef - van Zoeren, cluster manager construction & installation at Jaarbeurs, visits a different impact maker each time.

View all episodes of Helder here!

Visit Digibouw
Rob Roef is one of the keynote speakers during the two-day event Digibouw that takes place on Wednesday 19 and Thursday 20 November. You can be there too. View the entire program here or register for free here.