Fortytwo is expanding in the Nordics – Moving into Denmark
08.05.26
As Fortytwo expands into Denmark, we have entered a new strategic partnership with Emilie Lundblad, who will lead the initiative and contribute strategically to the board. We spoke with Emilie about what she is seeing in the Danish market when it comes to AI adoption, and where companies are getting stuck.
Varied AI adoption
Emilie Lundblad is Microsoft Regional Director, 3x Microsoft MVP, and has now entered a partnership with Fortytwo as we enter the Danish market. She is an expert on AI, and has deep insight into how companies should adopt new technology.
Denmark is seen as highly digital, like the rest of the Nordic countries, but the actual AI adoption is uneven. Some large enterprises are already building advanced AI-driven setups, and startups are experimenting and moving fast. At the same time, many organizations are still in the early stages.
“Although Denmark as a country is very digital, there is a big difference in digital maturity between companies and sectors,” Emilie Lundblad says.
The companies seeing the most value are those with strong infrastructure and a clear data foundation.
Starting with clarity
Many organizations are eager to adopt AI, but lack clarity on what they want to achieve.
“You can drive really fast with AI, but if you do not have the infrastructure and the skills in place, you will not get very far,” Emilie says.
Leadership teams need to define how AI supports their strategy. This can be efficiency, better products, or new capabilities. Without that, initiatives tend to stay experimental.
At the same time, waiting too long is not the answer either.
“It is better to start experimenting and learn, than having no idea what is possible.”
Balance speed & control
Typically, companies fall into two patterns:
Some restrict AI usage heavily, leading to employees using tools outside official control. Others move fast without governance, which creates risk.
“If you lock everything down, you will see shadow AI. If you allow everything, you lose control. You need to find the right balance based on your industry and maturity.”
There is no single model that works for everyone. The right approach depends on regulation, risk tolerance, and internal capabilities.
AI agents & identity
A key shift is how organizations think about AI agents. They are no longer just tools. They can access systems, use data, and act on behalf of users.
“An agent can have access to everything you have access to. That can very quickly become a security issue if it is not controlled.”
This means agents need to be managed like any other identity, with clear access control, governance, and visibility, and most companies are not there yet.
Fortytwo’s relevance in Denmark
Organizations are already adopting AI, whether leadership is driving it or not. The difference is whether it happens with or without structure. Companies that succeed are the ones that combine experimentation with governance and build on a solid foundation. This is why Emilie thinks Fortytwo is highly relevant in the Danish market right now.
“You have the opportunity to both show how this creates business value and how it can be done in a secure way. Not many companies can do both,” she says.