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▶ ქართულად: Read the Georgian version here.
Alexander KAFFKA, editor-in-chief of CJ: Dear Petter, welcome to Caucasian Journal! You are one of the most prominent Swedish businesspeople working in Georgia for quite a while - since early 2000-s, if I’m correct. So, for our series of interviews with Nordic and Baltic experts you are a priceless speaker, with your vast experience of life and work in South Caucasus – from traditional industry such as wine-making to absolute “cutting edge” such as artificial intelligence. But first of all, how a Swede with a diploma from a prestigious American private school finds oneself in Georgia?
Petter SVAETICHIN: Thank you. Yes, you and I have crossed paths over the years and it seems that our interests often coincide. My being in Georgia was from the beginning a stroke of luck and coincidence but later a matter of appreciation and love for the country as well as an interest in the various possibilities and opportunities present. After graduating from ESSEC University in Paris and Cornell University in New York, I started working on projects for a private Swedish investor and one of his challenges was the revival of Chateau Mukhrani vineyards, and to restore this Royal heritage to its former glory and make it a “must go and must taste” destination for visitors. When I started it was just a ruin with a few hundred visitors a year. In 2019 Chateau Mukhrani received in excess of 60,000 guests. After having been a member of the board since 2005, I moved here in late 2010 and was running the development. GWS vineyards in Telavi and Marussia Georgia later formed a group with Chateau Mukhrani. Some years ago I completely changed direction when my cousin, who is another Swede living in Georgia, asked me to assume the leadership of his Artificial Intelligence company Neiron. Since 2019 I am therefore working on developing AI in Georgia and from Georgia.
AK: Do you feel that your life experience is a valuable asset, sharing which may be beneficial to many people both in Georgia and internationally? If yes, what are the most important lessons, which you would like to “teach”?
PS: It will always sound a bit presumptuous to talk about your own experiences as an asset. Suffice to say I have had the chance to work and study in 10 countries during my career and such a variety hopefully allows me to pick best practices and methodology from each of those places to guide me towards optimal solutions and ways forward.
AI is extremely interesting at this very moment. You can practically see the world changing in front of your eyes with AI as the engine.
AK: I know that many far-seeing businesspeople consider IT as one of most promising avenues for countries like Georgia and Armenia. But you are pioneering one of the most challenging sectors of IT – the artificial intelligence (AI). What is your project about?
PS: AI is extremely interesting at this very moment. You can practically see the world changing in front of your eyes with AI as the engine. My cousin and his Swedish partners early identified Georgia as the perfect growing ground for the creation of such a company. Georgians are traditionally strong in the main AI subjects of mathematics and physics. Our target is two-fold. We want to help both Georgian and foreign companies to harness the opportunities that AI is offering, and we also want to help Georgia as a state, the country's public bodies, to use this technology to be competitive, if not leading, when it comes to the development of civil society and standard of living.
AK: Who are your typical clients and business counterparts? Do you find the business atmosphere responsive enough to new challenges?
PS: As mentioned earlier we aim to help and assist both the private and public sectors. As with all norm breaking developments, we are encountering an involuntary resistance. Everyone acknowledges the advantages and importance of not being left behind. Everyone is aware of the idea of AI, the buzzword itself and terms such as deep learning, algorithms, predictive maintenance etc, but when it comes to actually making practical use of the enormous upside it evolves very slowly. It's a contradiction which is difficult to comprehend and which can only be treated by information and education. To help battle this, at the same time as we built up Neiron we also created Neiron Academy. We provide AI courses to different stakeholders in our industry.
AK: Sweden is often called the Silicon Valley of Europe (see our recent interview here), so in terms of state support and IT-friendly infrastructure it must offer many advantages. In your view, what is Georgia lacking in this field, and how can it use the Swedish best practices and experience?
PS: The key for developing AI in a responsible way is to create a national AI strategy and an ethical framework. A key question is certification of AI systems to protect personal integrity and level the business playing field. Here the Scandinavian countries have come far and the EU is trying to follow suit. Georgia should be quick in adapting.
AK: My next question is more related to people’s mentality and psychology. What’s your brightest impression or experience (positive or negative, or both) during your exposure to South Caucasian region? Any stories you wish to share with our readers, perhaps about some business culture differences?
PS: Georgians are very afraid and reluctant to make use of new inventions. They are always suspicious and feel that someone is trying to control and monitor their private lives. This is a particular problem for AI development. A clear parallel is the current situation with the population's reluctance to get the COVID vaccine.
The positives are overwhelming. Once you get the trust of a Georgian you are in safe hands and they are extremely loyal. As a foreigner you are constantly in need of guidance and advice, and they will always happily and helpfully provide.
AK: We know about the Swedish “lagom” (meaning "just the right amount, not more, not less”), which seems like a whole approach to life. We see its manifestations in the Scandinavian furniture, design, fashion. What’s the role of “lagom” thinking in Nordic lifestyle in general? And how does it compare to lifestyle in our region?
PS: By nature I am not a “lagom” person (ha-ha). It is one of the many reasons that I like Georgia so much. Whilst in Sweden it is the rule that you don’t pass any of the many unwritten boundaries and don’t stand out from the crowd, Georgia is the opposite. People cry and laugh, love and fight. In the end I think they live a fuller life.
The only Georgian law that sticks out as incomprehensive is the prohibition on foreigners owning agricultural land. Lots of foreigners with money to invest and invaluable know-how in different agro sectors are kept out for reasons that are difficult to understand.
AK: You have worked previously in Georgia’s winemaking sector, at a top executive position. In contrast to AI, winemaking in Georgia had very ancient roots, dating back to several millennia. How does it feel to compare a deeply rooted traditional industry to something as new as AI?
PS: It's very interesting! They are completely opposed. Before joining Neiron I was convinced that Georgia was predominantly inhabited by people with traditional thinking and working solemnly based on proven systems and according to rules passed down through generations. After my switch it was astonishing to see a whole new segment of the population full of young, computer savvy, perfectly English speaking, supersmart young guys.
Sweden is sometimes trying to share values and ideas that are completely incompatible with the receiving country’s values and wishes.
AK: Lastly, let’s imagine that you can implement any law in Georgia – or Sweden. What would be your 3 (or more) immediate priorities?
PS: As discussed above - a strategy, an action plan and a law (certification) related to AI and its ethics are a top priority.
The only Georgian law that sticks out as incomprehensive is the prohibition on foreigners owning agricultural land. Lots of foreigners with money to invest and invaluable know-how in different agro sectors are kept out for reasons that are difficult to understand.
In Sweden, I think that the oversight and leadership on aid-related money needs to be changed. So much money is taken from the Swedish tax payer and spent on projects that make no or little sense. Sweden is sometimes trying to share values and ideas that are completely incompatible with the receiving country’s values and wishes, so in the end it is completely wasted.
AK: If there is anything that you would like to add for our readers, the floor is yours.
PS: Just to thank you for this chance to hopefully inform readers of the current situation of AI in Georgia.
AK: My pleasure. Thank you very much for your insights, and your time.
Read the Georgian language version here.
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