Advania acquires Swedish consultancy in pursuit of AI domination

The buyout is part of a multi-year acquisition strategy focused on artificial intelligence and digital transformation and underpinned by proprietary infrastructure

Norwegian solution provider Advania has acquired The AI Framework, a Stockholm-based cross-sector consultancy.

Led by Errol Norlum, an AI expert with experience at Nordea, Vodafone and H&M, the business adds an AI transformation capability to the group, having worked on projects across the retail, telecoms, financial and other sectors.

"We've always believed that AI should serve business objectives, not the other way around," said Norlum (pictured, right).

"Joining Advania allows us to scale this impact while maintaining our commitment to strategic, value-driven AI implementation. Together, we can help more organisations navigate AI transformation with confidence and purpose."

The acquisition aims to enhance Advania’s strategic capabilities around artificial intelligence, according to Advania’s head of M&A, Henrik Foyn-Laukvik (pictured, left).

"This acquisition perfectly aligns with our philosophy that successful AI transformation begins with strategy, not tools," said Foyn-Laukvik.

"The AI Framework's proven ability to guide organisations from initial strategy through to scaled implementation—always with business value at the centre—makes them the ideal partner for clients seeking responsible AI adoption with measurable outcomes."

The merger is part of Advania’s long-term strategy of building out a services and consultancy portfolio anchored around AI and underpinned by proprietary infrastructure.

To that end, the VAR has embarked on an acquisition spree spanning the UK and Europe in recent years.

Having entered the UK via the buyout of Content + Cloud in 2022, the business then rebranded to Advania UK and went on to buy rivals Servium and CCS Media last year.

In January 2025, the company expanded its foothold in the Nordics with the buyout of audio-visual and meeting room technology specialist Visuell Teknik.

The acquisitions, coupled with an AI-focused strategy, propelled the UK business to achieve £452m in annual revenue for FY24, as its Oslo-HQ parent topped SEK15.1bn (£1.2bn).