What's the most important question right now?

It became clear during this year’s Nordic AI in Journalism conference. I was expecting to board a rocket ship into the future, and in some ways I did. But it also felt like the TV show “Alone” where people are trying to survive in the wilderness by returning to the basics.

I mean that in the best possible way. AI is pushing us to ask some of the most basic, and toughest, questions in journalism: Who are we really here for? What does meaningful storytelling that contributes to a qualified societal debate look like? And how do we stay relevant when attention is fragmented, tech-savvy platforms bring fierce competition and audiences are overwhelmed?

We see news fatigue rising, trust declining, and younger audiences turning away. We can’t just tweak formats or add AI on top, we need to rethink the fundamentals: our purpose, how we engage, and the value we bring.

The friction it creates is an opportunity to do things differently and bring in new perspectives.

Interestingly, it is also encouraging a lot more openness and collaboration across the industry than I’ve seen before. There are some bright people to learn from. That gives me hope.

What's one fact about AI that everyone should know?

GenAI models are built on probability–predicting what’s likely to come next, based on patterns in data. But we, as humans, project meaning onto it.

In fact, according to a 2025 analysis from Harvard Business Review, one of the top uses for AI is therapy and companionship – which says a lot about us, not the model.

To me, that’s a reminder that the biggest AI transformations aren’t just technical–they’re cultural.

Much of my work involves change management. I don’t think we give this enough attention when we talk about AI. You really feel it when you’re trying to align a product team, editors, journalists–and a CMS from 2017–while migrating to a new one, developing AI-solutions and rolling them out simultaneously. Fixing internal infrastructure is crucial, but can be frustrating when you thought you were setting out to do innovative projects.

Luckily, it’s also a fun challenge. My colleagues and I often talk about it as a very exciting place to be right now.

It’s the reality of working with AI in the media today. The tech is complex, no doubt. But so is changing the culture of a traditionally conservative industry. If we want AI to help transform journalism, we also have to change how we work, prioritize and make decisions. It’s a huge cultural shift. And the human element is essential.

What's a good hobby to pick up?

Anything that gets you outdoors. Get into the woods or just a park, no need for the full “Alone” setup. Personally, I love sailing. It’s fun, fast or calm depending on the day, and full of new skills, teamwork, and shared challenges. When the sails are set and you’re gliding across the water, there’s an incredible sense of freedom. I really love that feeling – it pulls you into the moment and clears your mind.