Artificial intelligence isn’t just a technology shift, it’s a fundamental transformation in how businesses operate, compete, and grow. But for many leaders, the pace of AI development has become a source of anxiety rather than excitement.
In this episode of Data Driven Voices, host Emma Storbacka sits down with Eric Hörberg, Head of AI at Avaus, to discuss the real implications of AI for businesses today. From sleepless nights to practical implementation strategies, they explore what it takes to turn AI from a source of fear into a driver of profitable growth.
In this blog, we summarize some of the key takeaways from the episode.
Sleepless nights and the AI learning curve
Many business leaders are losing sleep over AI and according to Emma, that might be a good sign.
“If you haven’t yet had a sleepless night or a few thinking about AI and the implications on yourself, your organization, and society, then probably you haven’t yet understood what’s happening.“
Eric admits he’s experienced this anxiety firsthand, particularly during periods when he wasn’t actively working with AI. But he’s found a path through that fear: hands-on experience and continuous learning. The initial fear is natural, but as you dig deeper and understand both the capabilities and limitations of AI, it becomes less frightening. High-level strategic and creative work still requires human input because generative AI hasn’t eliminated the need for human judgment and expertise.
This learning curve isn’t optional, it’s essential for leaders who want to guide their organizations through AI transformation.
AI is reshaping businesses at an unprecedented pace
The impact of AI on business operations is broad and accelerating. Eric explains that AI is transforming everything from productivity and insights to automation. What’s particularly exciting is how AI has moved from academic research into real business contexts, including customer-facing functions. What makes this moment different is the accessibility of AI capabilities. Tasks that once required massive teams and budgets are now achievable with dramatically fewer resources. Eric points to a stark example:
“When we built recommendation engines in 2018, it took 10 people for three years. Today you press a button in a console.“
The cost of both content creation and software development is approaching near-zero, opening up opportunities for projects and initiatives that previously had negative ROI. For companies looking for growth, particularly in challenging economic times, this represents a fundamental shift in what’s possible.
The bottleneck isn’t technology, it’s organizational readiness
When asked about the biggest challenges in AI adoption, Eric is unequivocal:
“The biggest challenge isn’t the technology it’s people and processes. Organizations must integrate AI thoughtfully, adapt workflows, and foster leadership that understands AI’s potential. Real impact comes from aligning AI with business goals and enabling teams to adopt it effectively.”
The technical capabilities of AI are advancing faster than most organizations can absorb them. The limiting factors are organizational: silos between teams, unclear processes, lack of leadership support, and missing integrations. AI will amplify whatever you already have in place which means that good processes, structured workflows, and cross-functional collaboration become even more essential.
This leads to that preparing for AI isn’t primarily a technical project, it’s a leadership and organizational development challenge. Companies need to address their processes, culture, and team structures before AI can deliver its full potential.
AI in marketing: From content creation to business impact
Marketing stands out as one of the most immediate beneficiaries of AI capabilities. Eric sees enormous potential in AI’s ability to automate content creation, personalize campaigns, and optimize processes at scale. The real value, however, comes from combining creative AI outputs with structured workflows and agentic automation that enables marketing teams to execute efficiently while enhancing customer experiences.
However, Eric emphasizes that the goal isn’t just to create more content or automate tasks for automation’s sake. AI should augment human decision-making, not replace it. The tools reduce friction, lower costs, and enable organizations to explore initiatives that previously weren’t feasible due to resource constraints.
For marketing leaders, this means thinking beyond individual tactics to consider how AI can fundamentally reshape their approach to customer engagement, personalization, and campaign execution.
Overcoming fear through experimentation
Fear and hesitation remain significant barriers to AI adoption. But Eric argues these feelings, while natural, can be overcome through action. Early experimentation and small wins help build confidence as people see tangible benefits, anxiety decreases and adoption accelerates. The key is to start small and build confidence through experience. Organizations that wait for perfect clarity or comprehensive strategies will fall behind those that begin experimenting, learning, and iterating today.
For organizations ready to move beyond anxiety and into action, Eric offers clear guidance:
“Start small with a clear use case. Focus on structured workflows where AI can enhance efficiency. Demonstrate measurable results quickly, then scale. The key is combining AI agency with existing processes to maximize business value.“
This approach allows organizations to build internal capabilities and confidence, demonstrate ROI to stakeholders, learn what works in their specific context, and scale successful initiatives while avoiding costly failures. The emphasis on quick wins and measurable results ensures that AI initiatives stay grounded in business value rather than getting lost in technology for technology’s sake.
A message of opportunity for Nordic and European companies
The conversation concludes on an optimistic note. For companies seeking profitable growth, particularly in challenging economic conditions, AI represents a massive opportunity but only if approached correctly.
“AI is a massive opportunity, but it’s not an opportunity for the IT department,” Emma emphasizes. “It’s a business question. It’s a leadership question. It’s about embracing what’s happening and making the best out of it.“
Eric agreed with that viewpoint, noting that so many things are now dramatically easier to accomplish for companies that choose to embrace this direction. The companies that will succeed are those that recognize AI as a fundamental business transformation requiring leadership attention, organizational alignment, and thoughtful integration, not just a technical implementation project.
Inspiration for marketing, sales, and data professionals
Data Driven Voices is a podcast where Avaus together with industry experts, thought leaders, and partners discuss how to harness data, technology, and strategy to drive meaningful change and business results in primarily marketing and sales. The podcast shares actionable insights, success stories, and thought-provoking challenges to help professionals with new perspectives.