Now we are launching Crux Flow

A project-based service where we map out how a marketing or communication department actually works, and then build AI assistants based on that mapping. During the spring, the service has emerged from two pilots: with the marketing team at AMF Fastigheter and with the communication department at one of Sweden's largest universities.

Our thesis is that AI only delivers results when it is based on the people, the existing ways of working, and a problem that actually exists. Most people in a communication department already use AI, but each with their own model and their own way of prompting. What the departments we talk to want is a common way of working, where everyone uses the correct source material and follows the same guidelines.

Quite often, the first thing we find has little to do with AI. The background material is scattered, or files are named in a way that makes them impossible to find. This must be solved first, otherwise you are building an assistant on top of the mess. This is also why we set narrow boundaries early in the workshop. Simple solutions that do one thing well are the ones that tend to work in everyday life.

Two pilots

At AMF Fastigheter, the mapping showed that many years of insights about properties, locations, and visitors were scattered and underutilized. This resulted in an AI assistant that makes the material searchable and analyzable, with a source and year for every data point. The pilot also included an assistant for press work, which among other things makes it possible to adapt a press release depending on the type of press. Everything was built in the company's own Microsoft environment, as that was what the IT department required.

– The fact that the work began with a review of how we work, and not with a demo, was crucial for it becoming something we actually use, says Jonas Bengtson, Marketing Director at AMF Fastigheter.

At the university, the bottleneck looked completely different. A small team needs to reach ten target groups across six channels with the same research news, and in practice, adaptation often meant shortening the text instead of rewriting it. Guidelines and personas already existed but were not always kept up with in the fast pace. This resulted in two assistants for adaptation, with clear boundaries for what is never handed over to AI. The assistants do not invent facts, they do not publish anything, and a human always reviews before anything is sent out.

How a project works

A Crux Flow project follows five steps:

• Workshop where we map processes and define needs

• A brief that you approve before anything is built

• Development in your own IT environment, together with your IT department and with respect to access rights and information security

• Tests against real work tasks

• Phased launch, with adjustments along the way

The solutions that result depend on what the mapping shows. Sometimes a Custom GPT or a skill for a recurring task, sometimes a more autonomous AI agent. We work platform-independently, and in the pilots, the solutions were built in Microsoft Copilot Studio and as Custom GPTs, respectively.

Two ways to work with Crux Comms

With the launch, we have two offers. Crux Advisory is ongoing strategic advice with flexible execution capacity, for companies that need continuity in their communication work without fixed campaign plans or volume requirements. It costs SEK 54,000 per month. Crux Flow is the project-based assignment, at a one-time cost of SEK 64,000. We also offer ongoing support after launch.

Here you can read more about Crux Flow.