AI accelerates content production in Scandinavian marketing departments

A new Scandinavian study, ‘Markedsavdelingen 2026’, conducted by Kapero in collaboration with ANFO, Brand Marketing Sweden, and Dansk Annoncørforening, reveals that artificial intelligence has significantly increased the pace of marketing activities. Approximately 90 percent of respondents report that AI has saved time or improved efficiency, with the liberated time primarily being used to produce higher volumes of content.

While content and activity levels are rising, the study suggests that strategic development has not kept pace. There are growing concerns regarding quality, including factual errors and the need for manual quality control. Additionally, while data volumes are increasing, many organizations struggle with data structure and extracting meaningful value from it.

In the Norwegian market, agencies are integrating AI into their core infrastructure. For example, the agency TRY has launched ‘Svipp’, an AI platform designed to move brands from initial idea to a fully published multi-channel campaign in under ten minutes. This shift has sparked industry debate regarding the potential impact on creativity, brand differentiation, and the traditional craftsmanship of advertising.