AI only creates value when it makes a real difference to the business”
From award-winning AI solutions in customer service to helping businesses turn the potential of AI into tangible business value. Sebastian Linderoth has recently joined Esatto as AI Lead, bringing extensive experience in automation, generative AI and business development. With a particular interest in the intersection of people and technology, he wants to help more organisations move beyond AI ambitions and build solutions that make a real difference.
Sebastian's path into the tech industry has been anything but conventional. After finishing upper secondary school, he spent several years working in retail and barista training before his curiosity about technology led him to explore web and interaction design on his own. Through courses in HTML, CSS and JavaScript, he opened the door to an industry in which he has continued to grow ever since.
His first step was a role in digital advertising production, which eventually led him to Schibsted, where he took on responsibility for the technical production management of major digital advertising campaigns. But it was at Tre that his interest in automation and AI really took off.
From traditional chatbot to award-winning AI solution
When Sebastian joined Tre as Automation Manager within customer service, his first assignment was to develop a chatbot. The project was initially planned to last six months but evolved into a three-year initiative, during which he became product owner for the company's chatbots.
During that time, he led the transformation from a traditional, rule-based chatbot to a solution powered by generative AI. The results spoke for themselves. Customer satisfaction doubled, as did the proportion of enquiries resolved directly by the chatbot without being escalated to a human agent. His work also earned him internal recognition when he received Tre's "Achievement of the Year" award.
For Sebastian, it is precisely the combination of customer experience and business value that makes the technology so compelling.
"A really good chatbot solves problems for both the customer and the business at the same time. Customers get help faster, queues become shorter, and employees can spend more time on the complex issues where their expertise is truly needed. It's hard to find many other solutions that can create so much value in several areas at once," he explains.
The experience has also given him a clear understanding of what it takes to succeed with AI in practice. Technology is only one part of the equation. Equally important is understanding user needs, setting the right priorities and continuously developing the solution based on how it is actually used.
AI is not a project you can simply tick off
One of the most common misconceptions Sebastian encounters is that an AI solution is finished once it has been implemented.
"Many companies build or purchase AI solutions, such as a chatbot, and assume the job is done once they launch. But that's actually when the real work begins. To achieve meaningful results, you need to monitor, analyse, improve and continuously develop the solution over time," he explains.
He believes this iterative approach is essential, whether the application involves AI-powered customer service, automated processes or other uses of generative AI.
It's also about having the confidence to start where the potential value is greatest. For companies with customer service operations, an AI-powered chatbot can, for example, improve accessibility, make case handling more efficient and create new opportunities for upselling.
At the same time, Sebastian sees significant potential among small and medium-sized businesses, where uncertainty around costs, technology and resources can sometimes prevent valuable opportunities from being explored.
"I think many companies underestimate what they could actually achieve. You don't have to start with the biggest or most advanced AI project. What matters is identifying a real need and building something that creates value," he says.
Bridging the gap between technology and business
After his years at Tre, Sebastian moved into consulting, attracted by the opportunity to work with different organisations, challenges and technical solutions. He brought with him an approach that focuses just as much on people and business processes as on the technology itself.
"I enjoy understanding different perspectives. The business has its needs and challenges, while IT often sees different opportunities and limitations. I thrive in the role of bridging that gap, helping create mutual understanding, set priorities and get everyone working towards the same goals," he says.
This is also where Sebastian sees one of his greatest strengths. He doesn't primarily describe himself as someone who wants to spend his days writing code, but rather as someone who can understand business needs, identify opportunities and make sure the right solutions become reality.
For organisations looking to succeed with AI, that ability is becoming increasingly important. Choosing the technology is rarely the biggest challenge. The harder part is often knowing which problems to solve, how to build support for change and what it takes to achieve long-term results.
A new role as AI Lead at Esatto
When the opportunity to become AI Lead at Esatto came along, Sebastian was drawn to the combination of technology, people and the chance to help develop the company's AI business.
"It's an incredibly exciting time to be working with AI. I'm looking forward to meeting clients, understanding their challenges and being part of the moment when they discover what the technology can actually do for their business. That wow moment when a solution starts working and people see the possibilities is fantastic," he says.
In his new role, Sebastian will help companies identify, prioritise and turn AI opportunities into practical solutions. A key focus will be helping organisations move beyond experiments and isolated initiatives towards a more structured approach to AI that delivers real business value.
But he also sees another issue becoming increasingly important: security.
"Most companies today know they need to engage with AI. The challenge is understanding how to use the technology in the right way. How do we manage our data? What do we need to consider when it comes to GDPR and cybersecurity? And how do we make sure our AI solutions operate securely and sustainably?" he continues.
For Sebastian, successful AI implementation is therefore not about introducing as much new technology as possible. It's about combining business understanding, technical expertise and security with clear objectives.
Want to know more?
Sebastian Linderoth
AI Lead
