Nordic CEO Outlook 2026

Nordic CEOs find it more challenging than CEOs globally to keep pace with the rapid development of AI. Yet their outlook on the future of work is more optimistic. Rather than expecting widespread workforce reductions, many see AI driving growth that will require more employees - not replace them.

Uncertainty about keeping pace does not appear to reduce the willingness to invest in AI. Nordic CEOs are also more likely than CEOs globally to support increased AI regulation, while ethical considerations feature prominently in their responses.

From my experience with clients, it's clear that in the fast-paced AI landscape, ambition isn't enough. Leaders need to personally engage with technology daily to turn strategy into actual growth. Those who integrate AI into their everyday operations are the ones truly driving innovation and sustainability in their organizations.

Mads Raahede

Senior Partner, CEO

KPMG in Denmark

Nordic CEOs have AI ambition, but keeping pace is proving difficult

AI remains high on the Nordic investment agenda. 81 percent of Nordic CEOs say AI remains a top investment priority, broadly in line with the global result of 79 percent.

Yet confidence in keeping pace tells a different story. Only 23 percent of Nordic CEOs say their organizations are moving at the right pace or ahead of the curve on AI, compared with 66 percent globally.

Expectations for returns also differ. 51 percent of Nordic CEOs expect returns from AI investments within one to three years, compared with 71 percent globally.

The Nordic picture is therefore not one of low AI ambition. The findings instead point to a gap between investment ambition and confidence in the pace of implementation, alongside different expectations for how quickly returns will materialize.

More AI, but not necessarily fewer people

Only 27 percent of Nordic CEOs expect AI to result in workforce reductions, compared with 41 percent globally. At the same time, 29 percent expect AI-driven growth to require more employees, compared with 19 percent globally.

Their wider workforce expectations reinforce this contrast. 40 percent of Nordic CEOs expect to increase their workforce by 6 percent or more over the next three years, compared with 27 percent globally.

This does not mean work will remain unchanged. The findings put skills and changing ways of working firmly on the agenda.

Taken together, the findings shift the Nordic workforce question from whether AI will simply reduce headcount towards how roles, skills and organizations will need to evolve as its use expands.

Nordic CEOs want clearer rules around AI

Nordic CEOs take a more positive view of increased AI regulation. 67 percent support more AI regulation, compared with 51 percent globally.

Ethical considerations also feature strongly. 68 percent of Nordic respondents find ethical issues related to AI adoption challenging, compared with 57 percent globally. Almost half, 48 percent, find them very challenging, compared with only 15 percent globally.

The findings reveal an interesting tension. Nordic CEOs want clearer rules for AI while businesses also have to operate across markets with differing requirements.

As AI use expands, organizations will need more than technological capabilities. Clear responsibilities and operating models, together with careful consideration of data and ethical questions, will also be important.

External risks remain firmly on the agenda

Cybersecurity continues to attract investment in the Nordics, with 35 percent of CEOs planning to increase cybersecurity spending. At the same time, Nordic CEOs are markedly less concerned than their global peers about geopolitical disruption: 45 percent expect geopolitical conflicts to affect profitability, compared with 73 percent globally.

Together, the findings underline the importance of continued preparedness. Cybersecurity and geopolitical uncertainty remain important considerations as Nordic businesses navigate an evolving external risk environment.

Malene Kløcker

Executive Advisor

KPMG in Denmark

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What do the Nordic CEO Outlook findings mean for businesses?

Individual findings may be familiar, but their combination makes the Nordic outlook interesting. Nordic CEOs want to invest in AI despite finding it challenging to keep pace with developments. At the same time, their workforce outlook is more optimistic, and they place greater emphasis on responsible AI adoption and cybersecurity.

Three key questions emerge for businesses:

How can businesses turn AI investment into business value?

Nordic CEOs are as willing to invest in AI as their global peers, but confidence in keeping pace is considerably lower and fewer expect returns within one to three years. This puts execution and the ability to generate business value firmly in focus.
How will work, roles and skills change as AI adoption grows?

Nordic CEOs are less likely than CEOs globally to expect AI to reduce their workforce and more likely to anticipate AI-driven growth requiring additional employees. This shifts attention from workforce reduction towards the skills, roles and new ways of working that changing work will require.
How can organizations create clear responsibilities and operating models for AI?

Nordic CEOs are more likely to support increased AI regulation, while ethical considerations feature strongly in their responses. As AI use expands, businesses will need to determine how responsibilities, operating models, data and ethical considerations are addressed in practice.

About the research

The Nordic findings are based on responses from 75 CEOs across Finland, Sweden, Norway and Denmark, forming part of the 2026 KPMG CEO Outlook. The global study surveyed 1,400 CEOs from major companies internationally. All respondents lead companies with annual revenues of more than US$500 million.

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