Advania names Errol Norlum as Group Chief AI Officer

Advania has appointed Errol Norlum as Group Chief AI Officer, adding artificial intelligence leadership to its Group Executive Management team.

Norlum will lead Advania's group-wide AI strategy, including its sovereign AI platform, Advania ALT, as the IT services provider places greater emphasis on AI in business development and customer work.

He joined Advania after founding The AI Framework, the specialist AI company acquired by the group in 2025. Earlier in his career, he served as Head of AI at H&M Group, where he built an AI organisation of more than 150 specialists and helped embed AI in the retailer's core operations.

Since joining Advania, Norlum has led the AI organisation in Sweden, the company's largest market. He has also helped develop Advania ALT, which launched across the group's markets in 2026.

Strategic role

Artificial intelligence is one of Advania's three strategic growth areas, alongside Cyber Resilience and Total Lifecycle Management. Over the past two years, the company has expanded its AI activities through acquisitions, investment in sovereign AI infrastructure and development of its own platform.

The appointment creates a single senior executive role to oversee how those efforts connect across Advania's operations. The position is intended to help transfer approaches between national markets and support customers across the wider group.

Advania operates in Denmark, Finland, Iceland, Ireland, Norway, Sweden and the UK. It works with mid-market businesses and public sector organisations and employs about 5,000 people.

In the new role, Norlum will oversee the commercial strategy and direction of Advania's AI work, including further development of Advania ALT and the broader Data and AI practice. He will also work with AI leaders and country management teams across the group on shared offerings, technology partnerships and larger customer projects spanning multiple markets.

Hege Støre outlined the rationale for the appointment.

"Errol combines something that is still quite rare: deep understanding of AI technology with experience of actually turning it into business value at scale," said Hege Støre, Chief Executive Officer of Advania Group.

"He has also played a central role in building our AI proposition since joining Advania. As AI becomes increasingly important to our customers and to Advania itself, we want that experience and leadership at Group level," Støre said.

Wider push

The appointment comes as service providers and corporate technology teams move AI programmes from pilot stages into broader operational use. For companies such as Advania, that shift creates a need to organise advisory work, infrastructure and software delivery around customer demand for AI projects while also applying the technology internally.

Advania describes its AI platform as sovereign, reflecting a focus on customer control over data and AI environments. That positioning has become more prominent in parts of Europe as businesses and public sector organisations weigh how to adopt AI tools while meeting internal governance requirements and regulatory expectations.

Norlum said Advania's local market presence and technical resources would shape his priorities in the role.

"We have reached a point where AI is moving from experimentation into the core of how organisations operate," said Errol Norlum, Group Chief AI Officer at Advania.

"Advania has an unusual combination of local customer relationships, deep technology expertise and infrastructure that gives customers control over their data and AI environment. My focus will be on connecting those strengths and making them available to more customers across our markets," Norlum said.