In our report, The State of AI in Marketing: Sweden 2026, we asked 145 Swedish CMOs in retail and e-commerce companies how their organisations use AI today.
The findings show that while many are actively using AI in daily operations, most are still early in the maturity curve - using it mainly for productivity gains rather than building the strategies and capabilities required to scale real business impact.
By NOOS with collaborators: DEMA, Emfas, Bubbi and Junipeer
The gap between AI adoption and strategic integration is one of the report’s central findings.
The report explores where the industry stands today, how AI is being used across marketing organisations, and what leadership teams must do to move from experimentation to real business impact.
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47%
Use AI in daily operations
1/3
Has not yet an AI Strategy
68%
Believe AI will be an important factor for growth