Industry event | GenAI at work: what actually drives adoption and performance? - 05 Mar 2026

As generative AI rapidly enters everyday work, many organizations struggle to turn widespread use into measurable performance gains. This event explores what truly drives adoption and impact - asking when access is enough, when enablement matters, and how leaders can translate experimentation into real strategic value. Please register below to secure your seat.

Start time: 2026-03-05 at 08:30

End time: 2026-03-05 at 10:00

Location: Stockholm School of Economics. Registration required.

Most organizations have rolled out GenAI tools, but capturing and measuring value remains a challenge. Leaders face a strategic dilemma: let a thousand experiments bloom and risk scattered pilots with no connection to real value, or move too slowly and fall behind. If AI commoditizes execution, does strategy become more or less valuable?

This seminar presents preliminary findings from an ongoing, large-scale field experiment on GenAI adoption in knowledge work, conducted in collaboration between the Stockholm School of Economics and an industry partner. The research examines when enablement shifts outcomes versus access alone, where early gains emerge, and what we can learn from emergent patterns in how people actually use GenAI.

The panel brings together senior leaders from retail, media, and manufacturing to discuss how organizations can move beyond usage metrics to capture real business value, balance top-down direction with bottom-up experimentation, and redesign workflows for lasting impact.

This event is for business leaders, executives, and anyone interested in driving meaningful AI adoption. Key takeaways will include evidence on what actually changes behavior at scale, practical approaches to focused experimentation, and the role of industry-academia partnerships in building rigorous knowledge.

Program

08:30 - 09:00 | Arrival, breakfast and networking

09:00 - 10:00 | Program (incl. research insights and a panel discussion, followed by a Q&A)

Panelists

Ida Hansson Brusewitz

Editor at Dagens Industri / Di Digital

Ida Hansson Brusewitz started out loving computers and programming, then turned to art before focusing on journalism. She has been an editor at daily business newspaper Dagens Industri for over a decade and has run Di Digital, reporting on tech and startups, since 2019. In 2022 she started her TV program and podcast Mitt i Bruset to highlight the most important actors in the modern economy. She was named one of the Top 100 Women in Tech in Europe 2025 by Sifted, the Financial Times tech publication. Her main interests are innovation, entrepreneurship, and investments.

Peter Muld

CIO at ICA

Peter Muld is the CIO of ICA, a leading retail company with focus on food and health. ICA currently has around 1300 grocery stores and 400 pharmacies in Sweden, as well as offering bank and insurance services to the Swedish households. Peter leads the IT organization and the digital agenda, where AI is a key enabler.

Moderator & research insights

Sebastian Krakowski

Assistant Professor at the House of Innovation, Stockholm School of Economics

Sebastian Krakowski is Assistant Professor at the House of Innovation, Stockholm School of Economics (SSE). His research focuses on artificial intelligence, digital transformation, and organizational behavior, with work published in Academy of Management Review, Information and Organization, Management Science, and Strategic Management Journal. He directs the AI for Business Leaders executive education program at SSE.

House of Innovation