Advania Names Errol Norlum Group AI Chief

Advania has appointed Errol Norlum as its new group AI chief, raising the AI function to group level. He joins the group management team and will coordinate the company’s AI offering across its European markets. Norlum takes up the role on 1 October.

He previously led Advania’s AI operations in Sweden, its largest market. The appointment follows two years of expansion in the company’s AI offering through acquisitions and investment in its own infrastructure. In August, Advania launched Advania ALT, a platform intended to let customers use different AI models while retaining control over data, security and governance.

Norlum was previously Head of AI at H&M Group, where he built an AI organization of more than 150 specialists and worked to integrate the technology into the company’s operations. He later founded consultancy The AI Framework, which Advania acquired in summer 2025.

In his new role, Norlum will set the commercial strategy and direction for Advania’s AI offering, including the further development of Advania ALT and the group’s wider work in data and AI. He will work with AI leads and management teams across Advania’s countries on shared offerings, technology partnerships and major cross-border customer deals.

Advania lists AI as one of its three strategic growth areas, alongside cyber resilience and IT lifecycle management. The company also describes sovereign AI infrastructure, including locally hosted environments in several markets, as an important part of its strategy.