One of Northern Europe's leading housing developers, Bonava, is using AI to generate accurate home descriptions in any language within seconds

This automation allows teams to produce more content with fewer resources while maintaining high quality.  

“We now have a scalable solution that’s part of an ongoing journey, with new use cases continuously being explored to meet the needs of our customers,” says Andreas Moritz, Group Head of IT and Digital at Bonava. 

With AI in place, the company has significantly reduced both costs and production time across markets. While some manual input is still needed, the shift to AI has dramatically cut down on manual work, enabling the company to scale more efficiently. 

"It’s been inspiring to work with Bonava. They are progressive and among the first to implement AI in this way," says Mikael Bossel, Principal Advisor at Columbus.

Cutting costs with AI as a copywriter 

As a leading residential developer across several European markets, Bonava needed to shorten lead times and enhance customer experiences. To support this, they partnered with Columbus to improve product information management (PIM) using Censhare. 

Initially, the company relied on external copywriters for content creation. However, as demand grew, the company transitioned to AI-generated texts tailored to each market. 

With the implementation of AI, it has significantly reduced costs. While some manual input is still required, the shift to AI has lowered the need for manual work, enabling the company to scale more efficiently.  

Tina Appehl, Content Manager at Bonava, highlights the importance of experimenting with AI. 

“It’s better to just get started and optimise along the way than to miss out entirely. Otherwise, you risk falling behind simply because you haven’t embraced what AI is truly capable of,” Appehl says.  

"With AI as a copywriter, Bonava now gets home descriptions in any language within seconds instead of days. Initial tests show that AI is producing higher quality text than what we were getting from human copywriters," adds Mikael Bossel. 

"Excluding project costs, the ongoing cost is just a fraction of what’s typically spent on outsourced copywriting," Bossel explains.  

The system also fits seamlessly into existing workflows. 

“Another key benefit from this project is shorter lead times, as the new prompt engineering delivers faster results and greater flexibility in producing the correct text for each home,” Anders Ehlin, Project Manager at Columbus adds. 

Working towards the same goal 

As Bonava partnered with Columbus to streamline product information using Censhare, the project also highlighted the importance of strong internal leadership and effective onboarding. 

“We managed it within our small team, but long-term success depends on everyone being aligned and pulling in the same direction,” says Appehl. 

 According to Anders Ehlin, Bonava showed the insight and courage needed to take a leap into AI:  

 “Everybody is talking about AI and working for a company that’s embraced this technology is a real morale boost.” 

Tina Appehl and Andreas Moritz, Bonava

Expanding AI adoption for future growth 

While AI brings its own set of challenges, it can deliver significant rewards when implemented thoughtfully and effectively at every stage.  

Bonava's approach demonstrates a commitment to innovation in housing development. By integrating AI into its workflows, Bonava is setting a new standard for efficient, high-quality content creation in the industry. 

 "Looking ahead, Bonava has a solution that’s easy to adapt to. The tone of voice, content, or target audience can be modified, with all descriptions updated accordingly," says Mikael Bossel.