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Fortune
Fortune
Claire Zillman

Inside Ikea's big bet on humans in the age of AI

(Credit: Patrick Brown/Panos Pictures for Fortune)

The countertop was a problem far too unruly for AI to solve.

When the customer called in to Ikea’s remote-sales center in Helsingborg to order a custom-cut slab for his kitchen counter, the dimensions he shared revealed it to be a lopsided hexagonal monster—no two sides the same length—with an electric stove in the middle. Could the Swedish home furnishings brand produce a countertop in such an irregular shape?

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