AI is increasingly entering organizations without a big decision behind it. The tools appear, features activate, and suddenly expectations shift — often before teams, leaders, or routines are ready.

In this episode of Simply Briefed, Kristine Lium is joined by Kathrine Hogseth, CEO of CRM-Konsulterna, to explore what actually changes when organizations move from automation to AI-supported work.

Together, they unpack why automation and AI play different roles, how structure enables intelligence, and why adoption depends less on technology and more on leadership, learning, and culture. From customer experience and CRM to broader organizational change, the conversation looks at how teams can move from availability to intention — and from intention to real value.

Whether AI has quietly appeared in your workflows or you’re actively shaping how it’s used, this episode offers a grounded perspective on what comes next.

Guest bio:

Kathrine Hogseth is CEO and owner of CRM-Konsulterna, a Microsoft consultancy working with CRM, automation, and AI-supported business solutions. With a background in technical sales at Ericsson and CRM/ERP consulting at EVRY, she has spent over a decade helping organizations turn structure, data, and emerging technologies into real business value.

Email: [email protected]

Contact: www.linkedin.com/in/kathrine-hogseth

AI, automation, work, leadership, organizational change, technology adoption, CRM, customer experience, learning culture, efficiency, collaboration