From hype to strategy: Navigating the AI shift

Creativity and innovation have always been about pushing boundaries. Today, AI and immersive technologies are redefining those boundaries, not just within the creative industries but across entire business ecosystems, reshaping businesses, creativity, and society at large.

At The Summit 2025, industry leaders gathered at Danish Industry in Copenhagen to explore how companies can stay relevant, ethical, and competitive in an AI-mediated world. Hosted by DI - Dansk Industri and Copenhagen Institute for Futures Studies , the event provided a Nordic perspective on the evolving relationship between humans and technology; from AI-driven decision-making and automation to the rise of immersive digital experiences and new creative possibilities.

As AI and immersive tech become deeply embedded in business and society, companies face both opportunities and challenges. So, what does it take to stay ahead in an AI-driven world? Experts from The LEGO Foundation , Khora Virtual Reality , 诺和诺德 , and Carlsberg Group - among others - shared key insights on AI’s expanding role, the future of immersive experiences, and why long-term strategy matters more than hype.

This article explores the critical shifts businesses need to navigate this transformation - balancing innovation with trust and preparing for the long-term implications of an AI-powered future.

"AI and immersive technologies are no longer futuristic concepts - they are transforming the way we innovate, create, and do business."

Mie Bilberg, Danish Industry

Key takeaways from The Summit 2025

Insights; Sofie Hvitved and Bugge Holm Hansen , Copenhagen Institute for Future Studies

1. AI is more than just a tool - it’s affecting the entire ecosystem

The conference underlined that AI isn’t something you just plug in and expect results. It’s part of a much bigger system where humans, data, ethics, and infrastructure all interact. The businesses that succeed won’t just adopt AI – they’ll understand its interconnected nature.

AI doesn’t operate in isolation; it’s becoming the mediator of all digital interactions, reshaping industries, decision-making, and business models. Speakers like 微软 ’s Rasmus Knappe explored how AI Agents are not just tools, but collaborators capable of transforming workflows. Meanwhile, Novo Nordisk’s Pernille Kj?mpe showed how Generative AI can be integrated at scale to drive real-world applications inside companies. The takeaway? AI will be everywhere – but you will need to navigate when to use it for what, whether to build or buy, and when you might get too dependent on an AI infrastructure.

2. Immersive tech is here - but it’s not for everything

Extended reality (XR), AI-generated worlds, and digital twins are no longer just concepts – they’re transforming industries from training to retail to entertainment. But here’s the catch: not every experience benefits from being immersive. Some things thrive in digital spaces, while others lose their impact when removed from the physical world.

This was a hot topic in discussions led by Simon Max Bloch Lajboschitz from Khora Virtual Reality , Mads Troelsgaard from SynergyXR , and Michael Harboe from Virsabi , who highlighted what’s actually working in XR today. They demonstrated how it’s all about finding a meaningful fit and that the best companies are the ones blending digital and physical in ways that make sense.

"We’re only scratching the surface of what immersive technologies can do. From training and education to brand storytelling, XR has the potential to create deeper, more interactive experiences. But the real winners will be those who understand that not everything benefits from being immersive - it’s about using it where it makes the most sense."

Simon Lajboschitz, co-founder & CEO, Khora

On the consumer side, immersive experiences need more time to mature. Virtual shopping, AI-generated fashion, and XR brand storytelling exist, but friction in adoption and user experience slows mass appeal. Zalando ’s Tian Su presented how AI is driving hyper-personalised shopping experiences, while Pophouse Entertainment ’s Victor Fredell discussed the future of virtual music experiences and digital rights. Consumers are also increasingly sceptical of AI-generated content, meaning brands must prioritise trust and authenticity over gimmicks, but this is likely to change over time.

The businesses that win in this space will not just use immersive tech because they can - they’ll use it where it adds real value beyond the wow factor.

“We are witnessing a shift from merely adopting a digital platform like running a web shop, to evolving into more intelligent shopping environments where customer experiences are continually enhanced with new technologies such as AI. This means that digital marketplaces are winning not only because they save time and are convenient, but also because the customer experience is superior. Companies that embrace these technologies strategically will lead the way in an AI-driven world.” -

Mie Bilberg , expert e-commerce and new commerce, Danish Industry

3. Future-proofing means balancing hype with long-term strategy

AI voice clones, AI-powered recruitment, and autonomous decision-making – these are no longer futuristic ideas, they’re here. Companies like JOE & THE JUICE are already using AI to reshape hiring, removing CVs entirely in favour of AI-driven interviews. But here’s the challenge: jumping on every trend isn’t a strategy. The businesses that thrive won’t be the ones chasing hype – they’ll be the ones asking critical questions like how this technology actually serves our mission. What are the risks? Where and to what level do we need human oversight?

Future readiness isn’t about blindly adopting new tech – it’s about understanding when, where, and how to use it effectively. Companies like Trifork and Carlsberg are showing that future-proofing isn’t just about tech adoption, but strategic adaptation.

How will AI and immersive technologies shape the future of the creative industries?

AI and immersive tech are transforming creativity, but at its core, creativity remains deeply rooted in human intention. AI can generate music, design graphics, and write scripts - but does that mean it should replace human creativity? Of course not. Instead, we are seeing a shift: AI is becoming a tool that amplifies human imagination rather than replacing it. The true power lies in how creatives use AI to enhance storytelling, explore new formats, and push artistic boundaries. At the same time, we need to understand that there will be many parts of the creative process that might not need the same level of human-in-the-loop as before Generative AI.

At The Summit, Pophouse Entertainment showcased how generative AI is also part of revolutionising the music industry with its purchase of IP that can be utilised in completely new ways - from digital avatars of artists to new revenue streams based on virtual performances. Zalando demonstrated how AI-driven personalization is reshaping fashion retail, while 索尼 's Linda Lissola explored how AI and design research are shaping next-generation consumer experiences.

The Danish creative industries are also at the forefront of this shift. Companies like Khora are using AI and XR to create immersive cultural experiences, while The LEGO Foundation is exploring how AI can support creative learning and play in a responsible way. Meanwhile, Danish fashion brands are experimenting with AI-driven design to merge craftsmanship with cutting-edge technology.

There’s no doubt that creativity is evolving, but it’s not disappearing. If anything, AI is making creative thinking more valuable than ever. The most successful brands, artists, and designers will be those who learn to blend AI with human intuition - knowing when to use technology to enhance experiences and when to rely on human touch, emotion, and authenticity. It’s about learning a whole new language of creativity.

“Adapting to AI and immersive technologies isn’t just about keeping up - it’s about rethinking how we create, collaborate, and compete. The most innovative businesses will be those that see AI not as a replacement for human creativity, but as a tool to expand it." -

Mie Bilberg, Danish Industry

What are the biggest challenges businesses should be preparing for in this shift, and what strategies can they adopt to stay ahead?

The biggest challenge is understanding that relevance is no longer static - it’s dynamic, data-driven, and constantly evolving. As AI-powered agents personalise and filter content for users, businesses will need to work harder to stay visible and valuable. Consumers will expect seamless, hyper-personalised experiences tailored to their exact needs, and if companies can’t deliver, they’ll be filtered out - literally. AI will no longer just be a tool for businesses; it will act as a gatekeeper between brands and audiences.

Another key issue is AI’s environmental and ethical footprint. AI models require massive computing power, and immersive tech consumes vast amounts of data. Companies that ignore sustainability might struggle if regulations tighten and consumer expectations shift toward more responsible tech.

Intellectual property and AI rights are a growing concern. Just because an AI model can generate something doesn’t mean it’s legal - or ethical - to use. Who owns AI-generated content? How do brands protect themselves from AI-driven imitations? As Pophouse Entertainment’s Victor Fredell highlighted, digital rights are becoming a battleground, especially in entertainment and branding. Businesses need clear policies on how AI-generated assets can be used and safeguarded.

To stay ahead, companies must think beyond automation. AI isn’t just about efficiency - it’s about augmentation. The smartest businesses will empower employees with AI rather than replace them. They’ll also balance innovation with ethics, preparing for upcoming regulations while keeping trust and transparency at the core. The future belongs to those who use AI wisely, not just rapidly.

The Summit was held on January 24, 2025, at Industriens Hus in Copenhagen and organised in collaboration between Danish Industry and Copenhagen Institute for Futures Studies.