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AI in marketing

What 24 Nordic marketing teams use AI for today, and what they have gained
Published

9 November 2026

Most of what is written about AI in marketing is either a list of use cases or a story from a company the size of Amazon. Very little tells a Nordic CMO what companies like theirs actually use today, what it delivered, and what it took to get there. 


This whitepaper is based on 25 interviews with marketing and commercial leaders at 24 Nordic organisations, including SaaS and IT firms, agencies, large legacy enterprises, and financial institutions. We report only what they told us. 


Download the full whitepaper to learn: 

  • Which use cases work in daily practice, and which five had the highest impact
  • Why most pilots stall, and what the companies that got further did differently
  • How AI use spreads beyond the early adopters, and which lever made the biggest difference
  • What it means for roles, agencies, and the structure of the marketing organisation

Download the whitepaper

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