Charlotta Kvarnström: AI Isn’t Just a Buzzword — It Needs a Strategy

According to a new Deloitte report, enthusiasm for generative AI among Nordic executives has declined significantly over the past six months. While this shift might reflect a natural move from hype to pragmatism, Charlotta warns that many companies still struggle to link AI initiatives to long-term business strategy.

“Too often, organisations fall for ‘cool’ AI solutions without a clear connection to their overall goals,” she said in her interview with Di Digital. “A standalone AI strategy that isn’t embedded across the business will eventually lead to wasted investments.”

Charlotta, who advises companies at EY, emphasizes that leadership needs to take a more active role in driving innovation. In her panel discussion at Women in Tech Sweden, she pointed out that Swedish executives currently have far less influence on tech strategy than their global counterparts — and that could hold us back.

But there’s opportunity, especially for smaller companies. “They don’t carry the same legacy system baggage as larger corporations and can move faster,” she noted. “There’s so much knowledge available for free today. It doesn’t always require a massive budget — just the willingness to do your homework.”

Her advice to business leaders? Integrate AI into the core business strategy, invest in education, and don’t let risk aversion slow you down. With Sweden’s strong track record of early tech adoption, we have every reason to lead — not lag — in the next wave of innovation.

Speakers: Therése Treutiger, Kirsty Fitzgibbon, Alexandra Fürst, Barbara Wozniak and Charlotta Kvarnström at Women in Tech Conference 2025