Survey: Only 11% of Finnish companies are using AI strategically – however, investments are growing
Finnish companies are increasing their investments in artificial intelligence, but most only view AI as a cost-cutting opportunity. Around 11% of organisations are leveraging AI in line with a clear strategic focus on meeting customer needs.
A recent survey by OP Pohjola and Accenture, "Unlocking AI value in Finnish organisations", shows that investments in AI are growing strongly. Almost 40% of Finnish companies believe that their AI investments will grow by at least 25% over the next two years. Only 20% believe that investment will plateau or decrease.
However, the greatest potential benefits of these investments may never by realised, since only a few companies are using AI strategically.
"Many reports reveal a lag in leveraging the benefits of AI. Our survey revealed precisely why this is, as well as why some companies are succeeding. Most lack strategic clarity about the benefits of using AI; such organisations are acting hastily, due to fear of being left behind. Their AI experiments focus on automation of internal processes and use of efficiency indicators," says Kasimir Hirn, Chief Information Officer of OP Pohjola.
Pioneers are reshaping value creation
Only 11% of Finnish organisations use AI with a clear strategic focus on customer needs. According to an international survey by Accenture, around 12% of the world's organisations operate in this way.
"These pioneers are reinventing the way in which they create value. They have set the goal of beating their competitors in the long run. Such organisations develop strategic intent and prioritise accordingly, selecting their AI apps based on customer needs and customer-driven innovation," says Susanna Takkunen, CEO of Accenture Finland.
The survey found that adoption of AI is mainly reactive. Organisations are experimenting widely but finding it difficult to harness AI in a way that provides strategic value. Around 70% state that AI has not helped them to raise their turnover and 68% say that AI has not generated cost savings.
"Finnish organisations whose strategy answers the question "What unique value can we create with AI?” are succeeding. Those who focus on the question "What can AI automate?" may be optimising processes that become irrelevant as customer expectations change and competitors implement the same efficiencies," says Hirn.
More about the survey
The survey is based on a cross-sectoral survey of 118 Finnish executives and interviews with 18 executives. The data was collected between December 2025 and March 2026.
Media enquiries:
OP Pohjola Communications, tel. +358 10 252 8719, viestinta@op.fi
OP Pohjola is Finland's largest financial services group, with over two million owner-customers and around 15,000 employees. We provide a comprehensive range of banking and insurance services for personal and corporate customers. OP Pohjola consists of OP cooperative banks, its central cooperative OP Cooperative, and the latter's subsidiaries and affiliates. We have a mission – to promote the sustainable prosperity, security and wellbeing of our owner-customers and operating region. Together with our owner-customers, we have been building Finnish society and a sustainable future for more than 120 years. www.op.fi
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