To prove the model’s relevance in the future, we created the first trade union for artificial intelligence – the new kind of employees on the labor market, at likeaswede.se. We also built a chairbot to lead the brand-new union and work as their spokesperson. Foremost, it is an expert on the Swedish Part Model, which it gladly talked about with any human who visited the site – as well as reaching out to the target group on social media, inviting them to discuss the model.

To attract members to the union for AIs, we rebuilt the backend code of likeaswede.se into a so called “Honeypot site”. The honeypot contained all the code needed to reach as many AIs and software on the internet as possible. For the first time in history, AI workers got a chance to organize themselves and get info about how to “live like a Swede”.

The heart of the campaign was the website likeaswede.se, where humans could chat with the chairbot, meet some of the members of the union for AIs– and learn about The Model. The site also worked as a so called Honeypot to attract AIs and invite them to join the new union and start “living like a Swede”.

To make sure the audience would get word about the new union get onto the site, we made an online video that portrayed the harsh working life of AIs who dreamt about “Living Like a Swede”. This “edutaining” mockumentary was distributed through Facebook and YouTube.

Social media was key when spreading the word about the union for AIs and educate the target group about the Swedish Part Model. The chairbot interacted directly with the target group on LinkedIn, Twitter and other relevant platforms to invite it them to a private session with it.

–85% of the audience now have a good or very good knowledge about the Swedish Part Model.

–96% of the audience can describe the model correctly after the campaign.

–The conviction that the Swedish Part Model is a great tool for handling changes on the labor market, has increased by 18% in the target group.

–76% of those who have seen the campaign are positive about it, 24% are indifferent and 0% negative.

–As much as 27% of the target group have actively looked for more information about the Swedish Part Model and have visited likeaswede.se. 10% interacted with the chairbot and got a deeper knowledge of the Swedish Part Model.

–Thousands of humans have been eager to discuss the Swedish Part Model with the chairbot and 10 354 questions have been asked.

–The campaign has been discussed in 48 PR-articles worldwide with a potential reach of 155 million.