Jori Aerden

Jori Aerden is founder and behavioral strategist at Gaga, a consultancy that helps organizations make smarter decisions by combining behavioral science, strategic communication, and identity-driven transformation.

Jori has worked across sectors – from federal administrations like FOD Justitie and FOD Buitenlandse Zaken to the Vlaamse Overheid and numerous KMO’s – always with a focus on unlocking human behavior to drive change. His work bridges strategy and execution: from designing workshops and campaigns to guiding cultural shifts and digital transitions.

Before founding Gaga, Jori spent over a decade as a digital strategist in leading agencies, where he helped brands adapt to a rapidly evolving digital landscape. That experience revealed a core truth: new technologies don’t just create new tools – they challenge how organizations think, work, and decide. Today, AI represents the pinnacle of that disruption. Jori’s mission is to help teams engage with these shifts not just tactically, but culturally – with clarity, creativity, and a deep understanding of human behavior.