The State of AI in Marketing: Sweden Report 2026 is here

This report was created to better understand how marketing organisations in Swedish retail and e-commerce are integrating AI, and where the biggest gaps remain between adoption, structure and real business value.

We surveyed 145 CMOs across Swedish retail and e-commerce. The picture is clear: adoption is high, but maturity remains low.
Many teams are already using AI in their day-to-day work and are seeing improvements in productivity, efficiency and creative output. But far fewer have established the strategy, ownership and measurement frameworks needed to turn that momentum into measurable business impact.

• Only 34% report having a documented AI strategy.
• Just 14% have defined KPIs to measure its value.

That gap matters. Because when AI enables everyone to produce more, output alone is no longer a competitive advantage. The advantage lies in knowing what to prioritise, how to measure it, and how to connect AI to broader commercial outcomes.
In this report, we explore how AI is reshaping marketing organisations — and what leadership teams need to do next to move from experimentation to impact.

NOOS developed the report in collaboration with DEMA, Junipeer, Bubbi and Emfas, and is based on quantitative and qualitative research conducted by Norstat and Catalyse.

Unlock the full report here.