This week's inspirational profile features Lovisa Andersson, a strategist and advisor in marketing and brand development. Lovisa aims to spark our curiosity and encourage experimentation with one of the most significant changes of our time: generative AI. She believes this innovation will have an even greater impact on our digital lives than the internet once did!

But Lovisa also wants to demystify the technology. "When used correctly, AI can make communication faster, smarter, and – believe it or not – more human."

‍

How does generative AI work?

Generative AI creates text, images, and video by analyzing vast amounts of data. Think of it as a smart assistant that improves with learning. Many AI tools specialize in different areas, for example:
‍

Text: ChatGPT, Gemini, Jasper Image: Midjourney, DALL-E, Runway ML Video: Firefly Video, Synthesia, Pictory

What opportunities does AI create?

Generative AI is revolutionizing how brands communicate and engage with their audience. It enables faster and more creative content creation – but it cannot replace your expertise! AI analyzes data and automates tasks, but your understanding of customers and strategy is what creates real value.

How can communication become more human with the help of AI?

Generative AI creates customized content in real-time, enables more natural dialogues, and makes information easily accessible. It is also changing the way we search for information.

Previously, SEO (Search Engine Optimization) was about optimizing for algorithms. But now, it's about optimizing for GEO (Generative Engine Optimization) – so that AI models can use the content in their responses. This means we are writing more for people than for search engines.

Would you like to give us your best tips for succeeding with AI-driven communication?

1️. Write for people, not just for algorithms
Focus on clear, credible, and engaging content – AI rewards what is relevant and useful.

2️. Use AI as an assistant, not a replacement
AI can automate and analyze, but your strategy is what creates real value.

3️. Dare to test and experiment
If you don't learn AI tools, you risk being overtaken. Start now – it's both fun and exciting! And just like AI, we get better the more we practice.

The future is here, make sure you are involved in shaping it!

‍