The Nordics are falling behind in GenAI adoption and therefore missing out on huge potential gains.
GenAI marks the most significant tech revolution since the internet and is transforming how we perform day-to-day work. While we are only beginning to grasp the technology’s vast potential, it already having a profound impact on companies and workers across every industry.
However, here in the Nordics, we are failing to keep pace with this technological paradigm shift.
BCG conducted a survey of 4,000 white-collar workers across Sweden, Denmark, Finland, and Norway to learn more about GenAI adoption in the region.
Only 19% of respondents reported using GenAI on a weekly basis, in stark contrast with the global average of 61%. Nordic users also reported saving less than half the time their global peers are saving by using GenAI.
While the long-term value effects from GenAI are hard to assess, we can estimate how its time savings could directly translate into productivity gains and value. Our estimates suggest that achieving time savings of five-plus hours per week among white-collar workers could add over €60 billion in combined annual GDP to the Nordic economies.
And this represents just a fraction of the full value potential of GenAI. A notable BCG experiment conducted in 2024 with 480 generalist consultants demonstrates GenAI’s potential to both transform how work is being done and enable companies to reshape their business functions, going well beyond productivity gains.
Nordic companies are already trailing global competitors, with our research showing that 26% of global companies report tangible GenAI benefits while only 15% of Nordic businesses do.
For the Nordics to transition from lagging behind to leading in the GenAI revolution, business leaders must be bold and prepared to invest. Deploying the right tools and training their workforces are just the first step. Unlocking the full value of GenAI will require changing how companies operate, transforming their business models and corporate cultures.
Our research shows that, while significant, investment in GenAI pays off. The 26% of global companies that are getting the highest return on their investments claim that 80% of their GenAI initiatives are targeting transformative efforts rather than simpler tool deployments.
We are still in the early days of the GenAI revolution, but there are compelling reasons to be concerned about the slow progress being made in Sweden, Denmark, Finland, and Norway. Without decisive action from businesses, governments, and educational institutions, the Nordics risk losing their competitive edge and undermining the robustness of their economies.
An In-Depth Look at the Countries' Individual Challenges and Opportunities with GenAI
