Apoteket

Virtual pharmacist

Sector
  • Health & Wellbeing
Features
  • AI
  • Automation
  • API & platform integration
  • Self-service & account tools
  • Security & compliance
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An early look at AI

Apoteket is Sweden’s leading pharmacy chain, trusted by millions for health and wellness guidance. In 2023, Apoteket partnered with Framna to explore how generative AI could be used responsibly in a healthcare context. Together, we built Hilda, a virtual pharmacist chatbot, to understand how AI-based guidance behaves in real scenarios and how those insights could support future product decisions.

Hybrid generative AI architecture

Guardrailed conversational AI

API-driven AI prototyping

Value over hype

As generative AI evolved rapidly, pharmacy guidance still demanded accuracy, safety, and clear responsibility. Before expanding AI across digital services, Apoteket needed a practical way to understand what AI could support, where strict boundaries were required, and when human intervention needed to take over. Instead of committing to large-scale development, Apoteket chose to explore AI through a focused product. The goal was clarity, not launch.

 

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When safety matters

Because Hilda was built as an early-stage exploration, it intentionally revealed how generative AI behaves without strict safety guardrails in place. During testing, the chatbot responded with the same calm tone to very different situations. A mild issue such as an ingrown toenail received a similar response as a message describing difficulty breathing.

 

This was not unexpected. It clearly demonstrated how AI can act if safety logic is not enforced. In serious scenarios, the chatbot must redirect users to emergency services rather than offer conversational reassurance. The example made it tangible where guardrails are necessary to prevent unsafe behavior in real-life situations.



Learnings that last

The product gave Apoteket a hands-on reference for how AI can be integrated responsibly into their digital ecosystem. It strengthened internal understanding of risk management and clarified how conversational AI can and cannot be used in pharmacy care. The insights informed new internal guidelines and supported strategic decisions, including building dedicated AI capabilities.

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Get in touch
Patrik-Gottfridsson_Contact-Photo
Patrik Gottfridsson Chief Solutions Architect, Framna Sweden