This week, we spotlight Lars Gudbrandsson, a digital transformation expert working at the intersection of business, data, and AI. With a background in subscription-heavy industries like media and telecom, Lars helps boards and leadership teams translate complex technology into commercial growth and data-driven operating models.
Acting as a bridge between the technical and commercial worlds, Lars views AI as a tool for sharpening competitive edges rather than a strategy in itself.
He advocates for “learning the business first,” believing that AI’s true power is unlocked when human imagination is applied to solve real-world economic problems and improve decision-making.
Hyperight.com: What’s the best way to describe your job to someone outside tech?
Lars Gudbrandsson: I help companies figure out how to use data and technology to grow and improve their business. Think of me as a bridge between the technical world and the commercial world. 
More specifically: I take complex technology and explain them in ways that business leaders can understand and act on.
I see AI as a tool, not the goal or as a strategy. The goal is better products, smarter pricing, stronger customer relationships, and fewer decisions based on gut feeling alone.
Hyperight.com: What originally sparked your interest in AI/data, and what keeps you inspired today?
Lars Gudbrandsson: My interest in AI and data started from observing how organizations were struggling to extract real value from the massive amounts of data they were collecting. I realized that the problem wasn’t the data itself, but rather the lack of understanding about how to use it strategically. What keeps me inspired today is seeing how AI is becoming more accessible and practical. I’m particularly excited about making AI understandable to non-technical people. The potential to democratize AI knowledge and help organizations make better decisions through data is what drives me.
Hyperight.com: What is one challenge you’re trying to solve, and why does it matter?
Lars Gudbrandsson: It is bridging the use of AI and business impacts.
Many companies talk about being data-driven, but very few are actually set up to activate data effectively and in realtime with AI to generate business results.
The companies that win going forward will be the ones that can learn faster than their competitors and adjust continuously, not once a year in a strategy deck.
When leaders don’t understand AI, they either over-invest in the wrong areas or under-utilize powerful tools that could transform their business.
The AI technology is very potent today, so the blocking factor is the human imagination of HOW to use it and for WHAT.
I am trying to help leaders understand its practical applications and use case.
Hyperight.com: A tool you can’t live without (tech or not)?
Lars Gudbrandsson: This is an interesting question because my answer has evolved. Today, I use Manus and NotebookLM every day. They’ve fundamentally changed how I work, research, and learn. But if I’m being honest, the tool I truly can’t live without is my running shoes. Running isn’t just exercise for me; it’s where I do my best thinking, develop strategies & arguments, where I process complex problems, and where I find clarity. I actually conducted an experiment where I studied for my MBA while running, using AI tools to optimize and assist my learning. So perhaps the real answer is the combination: running for clarity and AI tools for execution. Both are essential to how I work and think.
Hyperight.com: What trend in data or AI do you think will shape the Nordic region the most?
Lars Gudbrandsson: It will be the shift from AI as a technical capability to AI as a core business competency embedded in every function. In the Nordic region specifically, we have a unique opportunity because of our strong digital infrastructure, high digital literacy, and collaborative business culture. Additionally, I see the rise of AI-assisted decision-making in traditionally non-technical fields. The organizations that master this balance will lead the Nordic AI revolution.
Hyperight.com: What’s one piece of advice you’d give to others entering the data and AI field?
Lars Gudbrandsson: Learn the business, not just the technology.
Too many people entering the data and AI field become fascinated with the technical complexity and forget that the real value comes from solving actual business problems.
The people who create real impact are the ones who understand customers, economics, and market drivers, and then use data and AI to improve those fundamentals. If you can explain why something matters commercially, not just how it works technically, you’ll always be in demand.
