How does AI affect the way we work, how does disinformation spread – and how do we build resilient organizations? These were some of the questions at the center of Customer Innovation Day 2026 in Karlstad.
Customer Innovation Day 2026 brought together researchers and professionals around the theme of tomorrow’s services. During the afternoon, a clear picture emerged: organizations of the future must combine technological curiosity with critical thinking and the ability to navigate an increasingly uncertain world.
One featured presentation was given by Nina Amjadi, who demonstrated how AI agents can already be used to build and test business ideas. She described how different specialized AI roles – such as strategist, problem-solver, creator, and programmer – can collaborate and develop solutions in a continuous workflow. By also simulating target audiences and allowing an “investor agent” to assess the potential of ideas, an entirely new form of experimental organization is created.
Several speakers emphasized that technological development places new demands on individuals. The ability to rapidly relearn, think creatively, and exercise critical judgment was highlighted as key competencies in the age of AI.
Another central topic was disinformation. Jonas Hjalmar Blom from CTF showed how false narratives, often driven by small but active groups, can spread widely and influence perceptions of a country. Examples related to the Swedish social services illustrated how misleading information can lead to mistrust and concern.
– Paradoxically, these actors use the same methods as those applied in service innovation – but for destructive purposes, explained Jonas Hjalmar Blom. To counter this development, one approach is to strengthen people’s psychological resilience by improving their ability to recognize emotionally driven communication and actively seek verified information.
Clear changes are also visible in healthcare and customer relations. Research on digital psychological interventions highlighted how the patient’s role is becoming increasingly active and how healthcare is shifting toward a more service-oriented perspective.
Amie Gustafsson, a newly graduated PhD in Business Administration and researcher at CTF, presented findings showing that small elements in customer interactions – such as simple gifts – can have a significant impact on purchasing behavior. What is perceived as “free” can in practice be a profitable investment by strengthening the relationship with the customer.
The question of how organizations function in complex environments was addressed when Lennart Wittberg spoke about service development. He emphasized the distinction between complicated and complex systems. Unlike machines, which are predictable, complex systems consist of independent actors that continuously adapt. In such systems, services are not something delivered – but something co-created through interaction between different parties.
Finally, attention turned to an increasingly relevant area: preparedness. Alexandra Grundel Lauritzen from the The Swedish Civil Defence and Resilience Agency highlighted the crucial role of the business sector in maintaining a functioning society in times of crisis or war.
– Sweden is in a security situation described as ‘neither peace nor war,’ where disruptions and influence campaigns are already part of everyday life. Sweden functions when companies function, and they must be prepared for extensive disruptions, said Alexandra Grundel Lauritzen.
– This day was very much about what defines CTF’s brand – how organizations and customers, patients and citizens can create value together, said Per Kristensson, Director of the Service Research Center at Karlstad University.
Also participating in Customer Innovation Day were Siri Jakobsson Störe (CTF), who presented “The Patient as Customer? Digital Psychological Interventions and the Future of Healthcare,” and Charlotte Bäccman (CTF), who delivered a trend analysis.
The event was moderated by Malin Thorsén, Bright Planet.
