This is the story of Amer Mohammed, the skilled people-oriented Chief Technology Officer whose career trajectory has redefined the role of IT from a backend operation to a front-row leader in digital transformation. He was lastly working at Eniro, turning the company from a traditional directory service (the yellow pages) into a generative AI powerhouse for SMEs where he is highlighting his unique approach to technology leadership and digital strategy.
From early programming to AI visionary
Amer’s professional journey began in his childhood, sparked by a passion for programming at the age of 11. Fascinated by technology and science fiction, he naturally gravitated towards technological pursuits. One of his first major projects involved creating a system to optimize the distribution of free newspapers, leveraging his skills to improve the existing processes with Excel spreadsheets. This early exposure to practical tech applications led to his first entrepreneurial venture – a company in Switzerland that he started with another programmer. Over five years, this company grew to employ 40 people and served about 20 companies, becoming a pivotal part of his tech journey before he sold it.
After selling his business, Amer returned to Sweden. His interest in gaming and personal challenges with weight gain inspired him to create a fitness app that gamified exercise into a leveling system to video game characters, which further showcased his innovative approach to integrating technology with everyday activities. The success of this venture, which culminated in the sale to a major gym chain, highlighted his knack for creating engaging, user-centric technology solutions.
The turning point in Amer’s career came when he was approached by Stena Group to apply for a role as Head of Innovation. This role marked his formal entry into corporate innovation, and revolutionizing through focusing on artificial intelligence as early as 2015.
After that, Amer was heavily featured in articles and podcasts for his pioneering work in AI at Stena, demonstrating his ability to lead and innovate within established companies. And this keen interest in staying ahead of technology trends led him to regularly review patents from major tech companies – the “magnificent 7,” as he refers to them—allowing him to anticipate and shape future technological developments.
Amer’s curiosity made him dig even deeper into machine learning and giving him insights through investigating with simple A/B testing for email campaigns, where AI-selected content achieved a 70% higher click rate, proving the effectiveness of data-driven decision-making early on. This experience solidified his belief in the transformative power of AI and his commitment to leading through technological innovation.
Amer’s career is a testament to the impact that a deep understanding of technology, combined with strategic foresight, can have on transforming businesses into leaders of the digital age.
Continuing from his early forays into AI at Stena, Amer’s intuition told him that AI’s potential was monumental, perhaps as significant as electricity itself. This belief was reinforced by the rapid advancements in technology that drastically reduced costs and processing times, making what once took hours now possible in minutes. This perspective led him to Coop, where he was instrumental in introducing cutting-edge innovations.
At Coop, Amer pioneered the implementation of “scan and pay” systems across 600 stores, creating the world’s largest deployment of its kind. This innovation not only enhanced the shopping experience by simplifying the checkout process but also integrated sustainability declarations to nutritional labels, making Coop a leader in retail sustainability. These initiatives demonstrated how AI and digital transformation could drive significant business advancements in challenging market conditions.
Amer’s approach is distinctively visual; he leverages augmented reality (AR) and virtual reality (VR) to create vivid, compelling visions of potential technological impacts. This method helps stakeholders visualize the transformative potential of technology, making abstract concepts tangible and actionable.
After his tenure at Coop, Amer felt the urge to explore new challenges, which led to numerous inquiries about board positions, consulting roles, and speaking engagements—over 120 in the previous year alone. His previous role involved transforming the company into a critical player in the digital landscape, emphasizing that while technology is a tool, the focus should be on enabling better experiences and outcomes.
The common feedback I receive is that people expect me to talk only about technology. However, I see myself as an enabler; the technology itself isn’t the focus – it’s about what technology can enable us to do,” Amer explains.
He emphasizes that in transforming a company, the experience and outcomes are what truly matter, not just the technological underpinnings.
Amer draws parallels between the evolution of the web, which revolutionized behaviors and business practices, and the current shift towards digital assistants that are becoming ubiquitous in everyday life. These assistants, he notes, will transform how transactions and interactions are conducted, emphasizing a future where AI understands and anticipates personal preferences before even making a request.
This futuristic vision extends to brand building in the era of digital assistants. Amer believes that brands like Apple succeed not just because of their products but because they are associated with emotions and experiences.
When I think about ordering a new iPhone, it’s not just about the device; it’s about the feelings associated with the brand,” he reflects.
Amer Mohammed’s career and insights offer a profound look at how IT leadership can drive significant business and societal change. His focus on the experiential, rather than just the technical, aspects of digital transformation is a testament to his role as a visionary in the field of technology.
Embracing change and leading transformation
The opportunity to lead at one of Sweden’s biggest well known catalog services came as a natural progression in his career. Amer took on the challenge head-on, with the ambition to transform into a critical infrastructure for AI technologies that would support small and medium-sized enterprises across Sweden.
My main role is envisioning the future – not just what will happen next, but how can we as a company actively shape it, Amer explains. We’re not just participating in the digital economy; we’re trying to be the platform that others build upon.
Amer Mohammed’s leadership style is emblematic of a forward-thinking executive who prioritizes strategic foresight and empowerment over traditional hands-on management. His approach is deeply rooted in his profound understanding of where the world, and particularly technology, is heading. He describes his role as primarily about envisioning the future, particularly four years ahead, and determining the strategic position and role of the organization in that future landscape. Through this leadership style, Amer fosters an environment of trust, encourages innovation, and maintains focus on the big picture. His approach not only motivates his team but also aligns perfectly with the fast-paced, ever-evolving nature of the tech industry.
If the team succeeds, we all succeed. It’s about setting a vision and letting the team navigate the path there, providing support when needed but allowing independence and innovation to drive our projects,” he shares.
I trust them completely, and it’s a crucial part of my leadership style,” Amer notes
Highlighting that he seldom holds one-on-one meetings unless they are absolutely necessary. This trust extends to allowing his team the freedom to approach him when they need guidance, rather than requiring regular reporting which can often stifle creativity and responsibility.
In balancing strategic and operational tasks, Amer allows his team to handle the operational aspects. This delegation not only empowers his team but also frees him to concentrate on strategic issues that shape the company’s future.
I am always clear with the purpose and vision; how we get there can be flexible. My team knows they can come to me when they need support or encounter hurdles,” he explains.
Amer’s philosophy can be encapsulated in a Chinese proverb he cites often:
“It’s better to be the tail of a lion than the head of a mouse”.
This perspective reflects his preference for being part of a larger, impactful team where he might play a more subtle role, rather than leading a less significant endeavor. He maintains a clear vision and purpose for his team but is flexible about the methods to achieve these goals, allowing his team the autonomy to determine the best path forward.
Strategic planning and operational management
Amer’s daily routine is a blend of strategic foresight and hands-on operational management. Balancing immediate technological needs with long-term strategic goals is crucial for keeping the organization agile and ahead of the curve. A typical day for Amer involves immersing himself in global developments, particularly advancements in AI and other transformative technologies. He spends considerable time studying how different industries leverage technology, drawing lessons and insights that can be applied. One striking example he shares involves the innovation at Amazon with warehouse robots, which were programmed to navigate based on strategies derived from studying ant colonies. This story illustrates Amer’s belief in cross-industry learning and adaptation, which he integrates into his strategic planning. He spends a significant amount of time understanding global technology trends, ensuring that the organization’s strategies align with these broader movements.
Integrating technology into every facet of our business model is crucial. We focus on how generative AI can enhance customer experiences and operational efficiency, he states.
Overcoming Challenges and Seizing Opportunities
The path to integrating advanced AI into traditional business models is fraught with challenges. Amer highlights the importance of changing mindsets within the company as one of the significant hurdles.
It’s crucial for the business to understand that embracing technology is not just about keeping up; it’s about leading and defining the industry standards,
he remarks. Opportunities like automation and AI-driven decision-making are transforming how businesses operate, making processes more efficient and strategic.
The technological future and strategic vision
Amer Mohammed’s vision is clear: to be at the forefront of digital transformation, leveraging AI not just as a tool but as a foundational element of business strategy. He is passionate about sharing his experiences and insights, guiding organizations and its stakeholders through significant technological and strategic shifts.
We use smart IT to enhance customer interactions and streamline operations. This approach not only aligns with our organizational needs but also sets a new standard in the industry,” he concludes.
Amer’s work is a powerful example of how visionary leadership and a strategic approach to IT can transform a business, positioning it for success in a digital-first world. His journey is a beacon for others in the industry, demonstrating the transformative power of IT when combined with clear vision and strong leadership.
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