Nina Rapp
GTM manager Modern Work
Improved quality, easier access to information, and reduced stress. Copilot has improved the work environment for ICA employees, aligning perfectly with the company’s slogan: “We make every day a little easier.”
As Sweden’s leading retail group, ICA has invested significantly in AI, including cameras that scan barcodes to optimize warehouse management and the ‘Climate Push’ by encouraging consumers to choose products with a lower climate impact.
It’s no surprise, then, that ICA was quick to adopt generative AI to empower its employees.
“Many of our employees use Microsoft’s product ecosystem daily. Choosing Copilot as an AI assistant for our workday was a natural next step,” says Malin Wretman, director of employee experience in corporate solutions.
Her mission is to make ICA an exemplary attractive and modern workplace. ICA’s business model is rooted in entrepreneurship, with independent retailers working together. “It’s in our culture to always stay ahead of the curve,” adds Wretman. “That’s why we wanted to get Copilot into the hands of our employees as soon as possible.”
Plans for implementing Copilot took shape in the spring of 2024, and the journey from concept to reality was swift. Wretman explains, “We believe in its potential to transform the way we work completely. I’m convinced that, in a few years, having an AI assistant like Copilot will be a key factor when choosing an employer.”
The pilot involving 450 participants was launched in August 2024 and will run until February 2025. Everyone received thorough onboarding, starting with the executive team and extending to the broader organization. “We believe the quicker we start using Copilot, the further ahead we’ll be compared to others,” says Wretman.
In addition to the pilot, ICA fosters a community and culture around Copilot, creating a shared space for all participants. Wretman goes on to explain, “We noticed strong engagement and interest early on. We built a community and introduced a mantra: ‘Spend 11 minutes a day practicing with Copilot.’”
“We host a digital coffee break every Friday afternoon. It’s popular, the atmosphere is fantastic, and we organize quizzes and themed sessions on how to use Copilot in tools like Excel and PowerPoint. The Teams chat includes lots of laughter, GIFs, and emojis!”
Among the goals for implementing Copilot are increased productivity and more time for creative tasks. “We hope the tool will save time and help with monotonous tasks like taking meeting notes and sourcing information. However, we also wanted Copilot to make working at ICA more enjoyable.”
Malin Wretman highlights constantly flowing information as a significant challenge today. This is where Copilot plays a clear role in reducing employee stress. “And early surveys show that participants in the pilot experience just that,” adds Wretman. “I don’t think efficiency is about having fewer people but about using time better and for more value-adding tasks. Copilot even helps improve well-being.”
One significant benefit ICA has already seen is time savings. “Employees estimate they save an average of 30 minutes per day. That’s a great result, considering we’ve only been using it for about three months.”
And Wretman believes it’s only going to get better. “A third of the pilot participants have already made using it a daily habit. The product will continue to evolve and become an even more integral part of our routines.”
For Malin Wretman, who often used to miss key meeting notes, Copilot has become an indispensable assistant. “I use it as my memory. It’s incredible. Before Copilot, I often had to call someone to confirm what we’d agreed on, but that never happens anymore. Copilot provides all the support I need.”
She also praises how seamlessly Copilot adapts to various audiences and contexts. “It’s fantastic at adjusting its tone, whether I’m writing a report or a friendly post to the organization.”
Wretman envisions generative AI becoming a natural part of everyday life by 2025 rather than being just a passing trend. “I think Copilot will become an even bigger part of our daily work at ICA. It streamlines our tasks and enables us to do things we’ve never done before,” she says, emphasizing, “Ultimately, it will result in even better service and experiences for ICA’s customers.”
