The AI search economy will reward first movers

AI is redefining search, disrupting SEO and programmatic marketing while creating new monetization opportunities. Nordic businesses that act now can build a competitive edge in an evolving landscape.

AI-driven search is fundamentally altering how users interact with information. For Nordic businesses, early adaptation is crucial. By embracing AI-native advertising, monetizing proprietary data, and creating AI-first customer experiences, first movers will gain a competitive advantage. Companies that hesitate risk losing visibility, market share, and revenue as AI search becomes the new standard

• AI Market Growth in the Nordics: Expected to reach €16.4 billion by 2030, up from €3.7 billion in 2024. (Statista)

• AI in Marketing: The global market for AI-driven marketing was €18.9 billion in 2024, with an expected 25% CAGR through 2030. (Grand View Research)

• AI Adoption in Nordic Enterprises: 73% of Nordic companies integrate AI into their core products or services. (Digital Futures)

AI is Transforming Search and Marketing

AI search engines fundamentally change how users find and interact with content. Unlike traditional search engines that return ranked web pages, AI-generated results provide direct, intent-based answers. As a result, businesses relying on SEO-driven traffic and programmatic advertising must rethink their strategies.

Key shifts include:

• Declining organic search traffic – Fewer users will click on web links as AI summarizes information directly.

• Reduced effectiveness of programmatic ads – Display ads and sponsored search results will receive less visibility.

• Shorter user journeys – AI will provide highly personalized recommendations, reducing the need for users to browse multiple sources.

Global marketing ad spend (EUR b)

AI Monetization is Evolving – New Business Models Will Emerge

1. Paid AI Integrations (AI-Native Ads)

Rather than bidding on keywords, brands can pay to be featured in AI-generated search results. Sponsored responses will replace traditional ads.

Monetization models:

• Conversational ad insertions – AI-generated recommendations include premium, paid placements.

• Affiliate AI commerce – AI assistants direct users to one-click checkout experiences.

• Sponsored knowledge panels – Verified brands integrate paid insights directly into AI search responses.

2. Vertical AI Search & Walled Gardens

As AI weakens Google’s dominance in search, businesses will build their own AI-driven search ecosystems.

Monetization models:

• Subscription-based search – AI-powered industry-specific tools (e.g., finance, legal, healthcare).

• Lead generation AI – AI-driven B2B prospecting tools generating high-intent leads.

3. AI-Optimized Content & SEO for Large Language Models (LLMs)

SEO will shift from keyword optimization to AI indexability. The goal will be ensuring AI models cite and reference content accurately.

Monetization models:

• Data licensing – Nordic publishers and businesses can sell premium content rights to AI providers.

• AI-generated content marketplaces – Businesses will pay for AI-optimized branded content.

4. AI-Driven Expert Networks

AI search will handle simple queries, but users will still require human validation for complex decisions (e.g., legal, financial, medical).

Monetization models:

• AI-to-human consulting – Businesses pay to integrate human expertise into AI-assisted search.

• Premium AI search subscriptions – Companies charge for exclusive, expert-verified AI insights.

What Should Nordic Businesses Do?

Short-Term Priorities (Next 12–18 Months)

1. Adapt content for AI discoverability – Structure information for AI models to cite and index as primary sources.

2. Test AI-native ad placements – Experiment with sponsored AI search results and conversational ad formats.

3. Enhance first-party data strategies – With declining reliance on third-party cookies, businesses must strengthen owned data assets.

Long-Term Strategy (2–5 Years)

4. Develop proprietary AI-driven search tools – Nordic businesses should own their AI-powered discovery ecosystems rather than depend on external platforms.

5. Explore AI data monetization – Licensing proprietary datasets to AI firms will be a key revenue driver.

6. Redesign digital commerce for AI-first interactions – Nordic brands must enable frictionless, AI-driven transactions.

AI-driven search is fundamentally altering how users interact with information. For Nordic businesses, early adaptation is crucial. By embracing AI-native advertising, monetizing proprietary data, and creating AI-first customer experiences, first movers will gain a competitive advantage. Companies that hesitate risk losing visibility, market share, and revenue as AI search becomes the new standard