Solita conducted the research in collaboration with the research companies Taloustutkimus in Finland and Kantar Media (the Sifo panel) in Sweden. A total 1,036 Finnish and 1,335 Swedish office and knowledge workers participated in the survey.
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According to the research, 46% of Finnish office workers use GenAI tools, compared to just 25% in Sweden. The primary motivations for using GenAI in both countries are to increase productivity, improve the quality of work, and foster knowledge and creative thinking.
“GenAI is becoming increasingly prevalent in organisations, as it boosts productivity, drives innovation, and automates labour-intensive tasks that would otherwise require substantial human effort. According to the research, office workers in Finland and Sweden see clear benefits in using GenAI tools, and they expect GenAI to positively impact their work in the future,” says Lasse Girs, Head of Generative AI Enablement at Solita.
Knowledge gaps slow down GenAI Adoption
A lack of knowledge remains a common barrier to GenAI adoption. Many respondents either do not know how to use GenAI tools effectively or do not believe these tools add value to their work. Notably, 36% of Finnish respondents and 49% of Swedish respondents have never even attempted to use GenAI tools.
The research also highlights a gap in organisational readiness. About one-third of organisations have yet to establish guidelines for GenAI use. Among those who use GenAI, 21% of Finns and 19% of Swedes report that their organisations lack guidelines, while 12% of Finns and 18% of Swedes are unsure if any exist. Meanwhile, half of the respondents are aware that their employer has implemented policies for using GenAI.
Despite challenges in adoption, 76% of Finns and 84% of Swedes believe AI will positively transform their work within the next five years. AI is expected to reshape work tasks, assume certain responsibilities, and alleviate employees of routine and repetitive duties, enabling them to focus on more meaningful activities. Crucially, AI is not widely perceived as a threat, with only a small percentage of Finns and Swedes fearing it will replace them in their current roles within the next five years.
GenAI skills and expertise are emerging as a competitive advantage in the labour market. According to the research, half of Finns and one-third of Swedes consider GenAI skills important for new employees.
“Although there are high expectations and enthusiasm among organisations and employees, we are still in the early stages of GenAI adoption. The lack of training and guidance on GenAI presents a significant challenge for organisations. It is the responsibility of organisations to drive GenAI adoption by implementing GenAI tools, establishing guidelines and ethical principles, and ensuring employees acquire the necessary GenAI skills. This responsibility cannot rest solely on employees,” says Lasse Girs, Head of Gen AI Enablement at Solita.
Nordic perspectives on AI’s role in society
Solita’s research also examined whether Finns and Swedes believe AI can address society’s most significant challenges. Most respondents expressed confidence that AI technology could contribute to tackling major issues such as healthcare, labour shortages, competitiveness, and even climate change. However, there is also a strong call for more regulation, with around half of Finns and Swedes supporting stricter rules on AI use.
While respondents believe the business sector benefits most from AI, they also worry about its potential negative impacts on individuals and society. For instance, concerns were raised about AI being used to spread disinformation or increase cybercrime.
While AI is viewed as a solution to societal challenges, respondents expressed concerns about its use in tasks requiring human empathy and emotion. For instance, respondents were comfortable using AI to book a hotel room, complete a tax return, or write a shopping list, but they did not see AI as suitable for roles such as a friend, therapist, or colleague. The Nordic countries adopt a pragmatic approach to AI, regarding it as an assistant to support everyday life and work, much like any other efficient tool.
“The GenAI in Nordic Work Life” research, commissioned by Solita, was conducted in October 2024 by Taloustutkimus in Finland and by Kantar Media (Sifopanel) in Sweden. A total 1,036 Finnish and 1,335 Swedish office and knowledge workers participated in the survey.
Read more
- Download the GenAI research report
- Solita & GenAI
- Solita’s GenAI Lab
- Solita joins the AI Pact
- Solita & AI
For more information
Solita, Lasse Girs, Head of Generative AI Enablement, [email protected], +358 40 591 8106
Solita Finland, Mikael Ruohonen, Business Lead, Data Science and AI, [email protected], +359 41 451 6808
Solita Sweden, Erik Kronberg, Data Scientist, Data Science and AI, [email protected], +46 737 845 890
Solita Denmark, Snurre Jensen, Sales Director Data & AI, [email protected], +45 2265 8238
Solita is a technology, data, and design company dedicated to digital transformation. Empowering businesses and societies to reinvent themselves, the company focuses on advanced technology, data innovation, and human insight by offering strategic consulting, service design, software development, AI & analytics, and managed cloud services. Established in 1996 and now a vibrant community of over 2,100 forward-thinkers, Solita operates in nine countries: Finland, Sweden, Denmark, Norway, Estonia, Belgium, Poland, Switzerland, and Germany.