Verbum – The human in the center when service design meets AI

Verbum wanted to build a better understanding of how AI could be used in practice across the business. The challenge was not primarily technical. Many employees felt uncertain about how AI works, opportunities limitations. There was a clear need to understand how these tools could be used in a safe, effective, and responsible way. The goal was therefore to increase AI literacy, build confidence in using the technology, and encourage practical adoption of AI in everyday work.

Mattias started with interviews and workshops with different teams to map out their daily work and identify where AI could create tangible value. He then designed a three-step program, starting with introduction to AI and chatbots, followed by more advanced workshops focusing on Custom GPTs, AI projects, automation and scheduled workflows. The final step was the introduction of AI Labs, where employees could share experiences and support each other in exploring practical applications of AI.

Thanks to his background in service design, Mattias ensured that the AI initiative was centered on people and business needs rather than the technology itself. By first understanding how different teams worked and the challenges they faced, he was able to design training programs that were relevant, practical, and directly applicable to employees' day-to-day work.

The use of AI became more tangible, accessible, and relevant across the organization. Different parts of the business began identifying their own use cases for the technology. Journalists used AI for language support and fact-checking, the marketing team leveraged it for content and image creation, and the finance department explored AI agents to streamline administrative processes.

The initiative contributed to a culture of experimentation, where employees actively explored AI, created their own GPTs, and shared best practices with colleagues. To encourage further engagement, an internal leaderboard showcasing the most-used GPTs was introduced—driving both adoption and knowledge sharing across the organization.