Artificial intelligence (AI) is moving rapidly from hype to application in Nordic business-to-business (B2B) commerce, according to a new survey of executives across the region from ecommerce services provider Litium.
The Nordic Digital Commerce in B2B 2025 report, based on interviews with 920 decision-makers in manufacturing, distribution, and wholesale, found that 24% of companies are already using AI to improve digital operations and customer experience. Another 32% plan to adopt it soon, meaning more than half of Nordic B2B firms are now committed to AI.
That marks a sharp rise from 2024, when only 15% reported using AI. Larger companies are setting the pace. 32% of firms with revenues above €50 million have deployed AI. That compared with 17% of the smallest firms. Adoption among smaller businesses, however, has nearly doubled in the past year.
“AI is no longer just a vision — it’s driving real change,” said the CEO of a Nordic manufacturer surveyed for the study. “To move forward, we need investment in advanced technologies and stronger internal competencies, including training our employees.”
Where Nordic B2B ecommerce companies are using AI
The report found five key areas where B2B companies are applying AI:
- Content creation. Campaign development and translation.
- Data insights. Segmentation and performance analysis.
- Sales optimization. Lead generation, forecasting, and pricing.
- Customer support. Through chatbots and virtual assistants.
- Personalization. Tailoring recommendations and experiences.
Marketing is the leading application, with 60% of firms using or planning to use AI to speed up campaigns and sharpen targeting. More than half are relying on AI for data analysis, while 43% are using customer-facing tools such as chatbots. On average, companies are exploring more than two AI use cases at once, signaling a push to embed the technology across multiple functions.
The study also warns of risks that could limit the benefits of AI in B2B. They include:
- Weakening customer relationships by losing the human element.
- Errors from unreliable AI output.
- Handing over too much control to automated systems.
- Brand dilution through generic content.
- Misinterpretation caused by lack of context.
- Security threats from exposing sensitive data.
“The use of AI will expand as knowledge and experience increase,” said the head of sales at a Nordic wholesaler. “But it requires the right training and thoughtful implementation.”
The report concludes that Nordic B2B companies are shifting from experimenting with AI to embedding it in core operations. Larger players are spearheading adoption, but smaller firms are beginning to close the gap.
The findings underline both the momentum and the caution surrounding AI. While companies see clear opportunities in marketing, sales, and customer service, the risks highlight the need for balance between automation and human expertise.
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Sign up for a complimentary subscription to Digital Commerce 360 B2B News. It covers technology and business trends in the growing B2B ecommerce industry. Contact Mark Brohan, senior vice president of B2B and Market Research, at mark@digitalcommerce360.com. Follow him on Twitter @markbrohan. Follow us on LinkedIn, X (formerly Twitter), Facebook and YouTube.
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