Länsförsäkringar Östgöta is exploring the potential of artificial intelligence in marketing. We let them spill the tea on how they use AI to increase the effectiveness and precision of their marketing and communication.

At the moment, Länsförsäkring Östgöta is performing an AI-pilot study within its marketing and communications department. Marie Aktö, Head of Marketing at Länsförsäkringar Östgöta, shares that their mission is to create effective marketing processes, optimize content production and idea generation. 

“We try out many different AI tools and ChatGPT is no exception. We use it as a creative tool, guiding us in generating ideas, refining texts, seeking instructions, and effectively prompting responses. Our work covers a wide spectrum, from exploring machine learning to fine-tuning prompts, prompt chaining, and super prompts,” says Marie.

AI-driven business evolution 

Länsförsäkringar Östgöta is working with generative AI, among other tools, to investigate how employees can use the technology in their everyday workflow.

“This extends to utilizing pre-trained language models, like a beta version of LF-GPT, offering general support in analyzing and processing documentation, regulations, and other knowledge-based insights. Our approach to generative AI remains exploratory, as we hope to foster innovation within the organization. AI is here to stay and our organization should ride the wave,” says Anders Ekström, Head of Data Science at Länsförsäkringar AB.

By creating a team that works with AI and machine learning, they’ve started to network between businesses to exchange knowledge and discover new ideas – a significant step in their journey to develop their business with AI.

Anders Ekström, Head of Data Science at Länsförsäkringar AB.