Albert Sten Joins Forsman & Bodenfors as Head of AI & Creative Innovation
Date: 13/02/2026
Agency: Forsman & Bodenfors, Advertising Agency
Location: Gothenburg, Sweden
Forsman & Bodenfors has appointed Albert Sten to lead how the agency integrates AI across its creative work-building internal capability and opening new possibilities for clients.
"We're incredibly happy that Albert is joining Forsman & Bodenfors. He approaches tech from ideas first, rather than the technology itself. That's exactly how we want to develop our creative and strategic offering," says Tove Langseth, head of creative in Sweden at Forsman & Bodenfors.
Albert joins from Agentur LOOP, where he worked in AI production, helping clients deploy the technology and building AI capability across the agency.
His focus has been on how technology can create new visual expressions and narratives-and how brands should operate in a time when visuals carry more weight and face more scrutiny than ever.
"I see AI as a creative material rather than a ready-made answer," says Albert Sten. "It's a new way of being creative, with partly new rules - but it becomes most valuable when it amplifies strong ideas and creates better conditions for creative work. That's a perspective I share with Forsman & Bodenfors."
What this means for creatives
- Ideas first. Use AI to extend a strong concept, not to replace it. Let taste and judgment steer the tools.
- Build capability. Shared workflows, prompt libraries, and QA habits matter more than any single model.
- Visual R&D. Treat AI as a material for exploring looks, motion, and narrative-then refine with human craft. See resources on Design.
- Higher bar for truth. As visuals get stronger and more questioned, clarity, attribution, and brand standards need to be explicit.
- Ship faster, edit harder. Prototype in hours, then spend the time you save on taste, story, and detail.
Part of a broader build at Forsman & Bodenfors
Over the past year, the agency has added several key hires: Per Carleö as head of client partnerships, Roshanak Fatahian as client director, and Micco Grönholm as head of strategy.
"As AI changes the conditions for communication and brand-building, the need for taste and creative judgment becomes even more important. Albert's experience means we can use technology in a way that puts the idea and the story at the centre - both in how we work internally and what we create for clients," says Tove Langseth.
If your team is building practical AI skills for concepting, design, and production, explore focused learning paths for creatives in the AI Learning Path for Training & Development Managers at Complete AI Training.
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