The State of AI in Marketing. Junipeer’s POV

AI is not going to save your business. Your data might.

Bold statement? Sure. But it's as true as it is bold.

We recently contributed to the AI in Marketing Sweden Report 2026 by NOOS — the Nordics' most comprehensive look at how AI is actually being used in marketing right now. Our Head of Commercial, Lukas Rogvall, shared a perspective we think cuts through the noise: the biggest barrier to effective AI adoption in e-commerce is fragmented data. Orders in one system, payments in another, refunds in a spreadsheet your finance team swears they'll update on Monday. Junipeer exists to fix that by standardising and connecting transaction data across e-commerce platforms, payment providers and ERP systems so that AI can actually work with reliable, structured information.

As Lukas put it: "AI amplifies what already exists. If the underlying data is structured, it creates clarity. If the data is fragmented, it amplifies the chaos."

The full report is packed with insights from leading Nordic marketers and operators. Download the AI in Marketing Sweden Report 2026 here →

OK, so here's our actual take

Development within AI has been quicker than any other digital shift we've seen, and we're now starting to see direct business impact for the early movers.

The early adopters have an advantage that's expected to grow exponentially. But for the vast majority of retailers, there's still a revenue gap — adoption is high, productivity is up, yet the revenue impact isn't there yet.

So what separates the leaders from the pack?

Data readiness. That's it. That's the tweet.

Here's the thing nobody wants to hear: the AI conversation was never really about AI. It was always about whether your data is ready for it. AI is predicted to have the largest impact on human history, specifically related to labour. Some argue that within 10 years you won't have to work anymore. Very populist, very clickbait, we know. But if even a fraction of that is true, the question is no more whether to prepare — today we ask you how fast you can get ready.

And getting ready is surprisingly concrete. With structured, connected data you can:

• Create fully autonomous workflows across your entire business

• Let AI analyse your purchasing, logistics, marketing and operations with actual accuracy

• Make predictions better than anything you've seen before

We connect everything with everything, so you can focus on your product and your operations.

"OK, but where do I actually start?"

System agility is the foundation for any type of automation. There are literally no other things that should out-prioritise this as step 1. Not your new loyalty programme. Not that CRO experiment. Not the rebrand.

Pick future-proof systems. Technically solid, easy to onboard, decent TCO, likely to survive the AI revolution, and, non-negotiable, API first. Profitability matters too: a platform burning cash isn't a safe long-term bet. We don't know how the market will look in 3 years. PIM is currently being revolutionised. Which vertical is next? Nobody knows. Build for flexibility — the rest of your stack can be swapped over time as verticals radically change.

Where is this all heading?

We expect AI in commerce to evolve from generating insights toward supporting actual operational execution — identifying financial anomalies, monitoring transaction flows, triggering automated workflows. The boring stuff that makes businesses actually run. Not the flashiest chatbot — the most reliable infrastructure underneath it.

Get your house in order. Then let AI do its thing.

We'll be here connecting the pipes.