How CellMark empowers its global team with superintelligence
3 min read
Less of the work that drains. More of the work people are proud of.
Most companies try to force AI from the top down. CellMark did the opposite. They are digitally mature, built on agile teams, and embrace change rather than fearing it. Instead of a massive, top-down rollout, they took a smarter route: they started with their people.
“The awareness around AI has matured. There’s a huge curiosity here about how we can simplify things and make people smarter.”
— Håkan Enhager, VP Global IT and Digital, CellMark
Through its AI Taskforce, CellMark is giving employees across Sweden, France, and the United States their own personal AI. The goal? Make every person as productive as a whole team.
Just ask your assistant.
Incredible is an AI teammate you simply talk to. From everyday busywork to the workflows the company runs on, it works across every app CellMark employees already use.
Charlotta Antebro, who co-hosts CellMark’s AI Taskforce, demonstrated how natural it feels. She asked Incredible, out loud, to merge two reports, flag everyone with overdue training, and draft the reminder emails.
“It drafts it, I approve it, and then it sends,” she said. “While Incredible is working, I can do other things.” This is vibe-computing in action: instead of clicking through software or learning advanced tools, you simply describe the outcome, and AI carries it out.
“It’s not about taking the work away from me—it’s about boosting me. We are seeing higher accuracy and better results across the board.”
— Håkan Enhager
Wipe out the work no one should still be doing by hand.
For deeper, repetitive work, CellMark lets its people tackle heavy tasks by teaching Incredible their workflows. Order entry, ERP updates: the manual work that is the exact same every time.
Instead of waiting on an IT backlog, employees show Incredible how to do a task. Then it does it for them in the same way.
- They record it once. They do the task exactly the way they always do, talking through it as they go. This recording becomes an instruction for Incredible.
- It learns the steps. Incredible turns what it watched into a true understanding of the task, so even if buttons move or apps change, it doesn't break.
- It does the work. From then on, the same task can be run on its own, in the background.
A task a person repeats all day costs minutes every single time. By letting the AI handle the clicks and typing, CellMark’s team delivers more.
“Usually, automating a process means writing a brief and spending months to get it running. With Incredible, our people just hit record and do the task themselves. They love it because it’s instant empowerment—they are building their own automations just by doing their jobs.”
— Håkan Enhager
Designed for everyone on the team.
The reason this is working at CellMark is simple: the people who do the work are the ones who teach it, so they own it. It’s an extension of their own capability.
People stay in charge of the work they own. Incredible lifts the rest off their plates.
“Powerful AI is most useful when you are in control. With Incredible, there is always a human in the loop, and our people control every step.”
— Håkan Enhager
By empowering every individual with superintelligent tools tailored to their actual responsibilities, CellMark is showing how to embrace opportunities and lead in a moment of massive change.
“AI shouldn’t be a top-down mandate; it should be a tool people actually want to use,” says Philip Alm, Founder & CEO of Incredible. “This is the essence of vibe-computing. When you give everyone an assistant that does the clicking and typing, the limit is no longer how fast your team can work, it’s how fast they can think.”
Simple enough for everyone, powerful enough for transformation. CellMark is making their whole team Incredible.