Ted Persson on Swedish startups, data-driven brands and how AI will AI will impact creativity

Ted Persson is one of the most interesting and creative thinkers in the Nordic tech scene. Currently a Design Partner with Swedish private equity group, EQT, he previously founded digital agency Great Works, as well as Our/Vodka, a global vodka made by local people in cities around the world run by Pernod Ricard. We met a few years back while I was working on the board of his agency’s parent company, the North Alliance. Reconnecting in Stockholm, we talked about the secrets of Swedish startup success, how brands are changing the way they think about data, and the broader impact of AI on the creative professional.