The Google Prompt-SM campaign was a national competition in Sweden aimed at enhancing public understanding and skills in AI prompting, inviting participants to craft thoughtful and inventive prompts for AI tools in a competitive setting.

Organized by Google Sweden in collaboration with Digitalidag, part of the Post and Telecom Authority (PTS), the initiative seeks to inspire and educate participants on how to communicate effectively with AI systems. The competition was open to all Swedish residents aged 18 and over, featuring regional digital qualifiers across 20 regions. Participants were tasked with solving challenges by creating and refining prompts—text instructions for AI. The final event was held at Google's office in Stockholm, where the national champion in prompting was crowned.

The primary goal of Prompt-SM was to equip individuals with the skills necessary to harness the potential of generative AI, thereby preparing them for future job markets. By fostering a deeper understanding of AI prompting, the campaign aimed to empower participants to utilize AI tools more effectively in various aspects of work and daily life.