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AI adoption is increasing rapidly among Nordic B2B companies, but governance is not keeping pace. A new report from Litium shows that only 33 percent have a policy in place for how AI should be used in digital sales and marketing. At the same time, 39 percent say they do not yet have a policy but are actively working to develop one.
“AI is rapidly changing how B2B customers search for information, compare products and make purchasing decisions. For companies with large or complex product ranges, having the right structure for both data and ways of working becomes particularly important. As AI becomes part of the digital customer journey, clear ownership and clear guidelines are needed to ensure the technology creates real business value,” says Malin Bodolla, CMO at Litium.
The report also shows clear differences between different types of companies. Manufacturing companies are slightly ahead, with 38 percent having an AI policy in place, compared with 26 percent of wholesalers and distributors.
The differences become even more pronounced when company size is taken into account. Among the smallest companies, with annual revenue of EUR 0–2 million, 40 percent say they neither have an AI policy nor plan to introduce one. Among the largest companies, with annual revenue above EUR 50 million, the corresponding figure is 13 percent.
At the same time, AI adoption is increasing rapidly. Today, 45 percent of Nordic B2B companies use AI in some form to develop their digital business and customer experience, compared with 24 percent the previous year. Among companies already using AI, 87 percent say the technology has had a positive impact on their business so far.
“The next step is about moving from experimentation to actual use across the business. To scale AI in B2B, companies need to connect the technology with the right data, systems and business processes. This becomes particularly important as AI moves into customer-facing areas such as sales, support and digital commerce, where the quality of both data and governance has a direct impact on the outcome,” says Kristian Arvidsson, CAIO at Litium.
According to Litium, the findings indicate that the next phase of AI development in B2B will be less about starting to use AI and more about companies’ ability to integrate the technology into their ways of working, systems and customer processes.
Download the full report here:
https://www.litium.com/ai-report-b2b
About the report
The report AI in B2B Commerce: From Pilots to Execution is a supplementary report to Litium’s main report, Nordic Digital Commerce in B2B 2026. The survey is based on responses from 915 decision-makers in Sweden, Norway, Denmark and Finland. The study was conducted in January 2026 and focuses on companies selling physical products in a B2B context, including manufacturers, distributors, resellers and wholesalers. The project was led by B2B agency Crescando in collaboration with research company Norstat.