Futurice

26/05/2026

Luxury brands have historically been the engine of physical innovation. Rolex gave us the first waterproof watch in 1926, and Cadillac pioneered automatic climate control. Unfortunately, the power that defines luxury in the physical world often fails to translate digitally.

Unable to close that gap, heritage brands are taking huge risks:
🔻Eroding brand equity: If the app feels cheap, the product feels cheap.
🔻Losing the next generation: A new generation of aspirational buyers now equates digital fluidity with true luxury.
🔻Missed market opportunity: Mainstream leaders like Monzo and ASOS are setting the UX bar higher than many heritage marques can currently reach.

For the modern buyer, digital competence is the new brand reputation. Read our full take on why luxury can no longer afford poor digital: https://eu1.hubs.ly/H0vDkG70

Discover why luxury brands risk losing brand equity through poor digital UX. Learn how to bridge the gap between physical craftsmanship and digital excellence.

25/05/2026

What does growth look like in practice, not just in strategy decks?

At Futurice, we had the opportunity to contribute to the Kasvuryhmä study exploring how mid sized companies in Finland, Sweden, and Germany approach growth through the lens of alternative data. The study was also featured in Kauppalehti.

Together, we analyzed:

• 56,000+ job postings
• 60,000+ company websites
• 6,400+ anonymized employee profiles
• five years of patent data

The goal was simple: understand how growth shows up in real behavior, not only in company messaging.

One finding stood out clearly:
Swedish and German companies make their growth ambitions much more visible than Finnish companies do. You can see it in recruitment, communication, and the kinds of leadership capabilities they prioritize.

The study suggests that Finnish companies have a strong foundation for growth. At the same time, many organizations still seem cautious about signaling ambition openly.

This is where alternative data becomes valuable. It helps reveal strategy through action:
what companies invest in, what capabilities they build, and what kind of future they are actively shaping.

A big thank you to the Kasvuryhmä team and everyone involved from Futurice. It was great to contribute to a study that brings more concrete evidence and new perspectives into the conversation about growth.

Download the full study here:

Käännämme Suomen kasvun suuntaa. Sen saavuttaminen on enemmän kuin mahdollista - ja ennen kaikkea itsestämme kiinni.

21/05/2026

Accessibility is a human right — and the ultimate AI competitive advantage

Today is Global Accessibility Awareness Day (GAAD). Accessibility is still too often misunderstood as a "final polish" or an optional extra for a small group of users.

At Futurice, we see it differently: accessibility is the foundation of digital equity and quality – and the interface standard for the AI era. Why? Because AI agents and assistive technologies read the world in similar ways.

When you build accessible services, you’re not only making them usable for people with diverse abilities and ways of navigating – you’re making them machine-readable. AI agents rely on the same semantic structures as assistive technologies to navigate, interpret, and act.

If your code lacks semantic quality:

• users with assistive technologies struggle to use your service

• AI models fail to understand information hierarchy

• AI agents can’t complete tasks reliably

• it is harder to maintain and scale.

The prevailing narrative often focuses on how AI might one day "fix" accessibility. It’s time to flip the perspective: accessibility is what enables AI to understand us. Investing in accessibility means investing in discoverability, resilience, and machine readability. It’s quality that leaves no one – and nothing – behind.

Accessible code is the ultimate foundation: it respects human diversity by default and allows AI to operate smoothly without constant manual guidance.

Happy GAAD!

19/05/2026

Enterprise AI adoption often fails for one of two reasons: scaling too fast without the right foundations, or overbuilding before there’s real demand.
In his latest blog, Adamu breaks down Futurice’s AI Blueprint, a practical roadmap for moving from experimentation to scalable, secure AI adoption with real business impact.
Read more: https://eu1.hubs.ly/H0vrs1b0

14/05/2026

How do you scale expertise in a world reshaped by AI?

In this Futustories interview, Saku Viita-aho shares his perspective on:
- Why AI is changing the fundamentals of business
- What it takes to connect strategy, technology, and delivery
- How to move from individual excellence to scalable impact

A thoughtful take on growth, learning, and what comes next for consulting. Read more here -

From AI-driven productivity to scalable consulting, Saku Viita-aho explores how businesses can adapt, grow, and create long-term value in a changing landscape.

12/05/2026

DesignOps is becoming a business-critical function. Most organisations are still treating it as a design team problem.

The scope has fundamentally changed. Multiple surfaces, multiple brands, AI systems that act on behalf of users. The coordination challenge this creates doesn't sit inside the design team. It sits across legal, brand, product, and engineering.

The organisations that recognise this first, and give DesignOps the mandate to match, will be the ones who don't have to buy the answer for five billion dollars.

Jennifer Skupin explores what DesignOps needs to become.
Link to the blog in the comments.

05/05/2026

Most AI pilots stall because they hit the reality wall. In an enterprise setting, reality means messy data, complex integrations, and strict governance requirements. If you want to move from an AI demo to an Agentic Enterprise, you need better architecture instead of better prompts.

In our latest blog, Adamu breaks down the Agentic Stack and the practical scaffolding required for real-world production:
✔️ Integration within systems-of-systems
✔️ Moving beyond the agentic black box with observability
✔️ Why Semantic Firewalls and HITL (Human-in-the-loop) are the real go-live gates

Read the full article linked in the comments below.

27/04/2026

From “answers” to real business outcomes, agentic AI is reshaping how work gets done inside enterprises.

But with growing complexity comes the need for the right architecture, governance, and clarity on use cases. This blog breaks down how to navigate it and build AI that actually delivers.
https://eu1.hubs.ly/H0tSsH70

This blog is part of a three-part series. Stay tuned!

16/04/2026

AI is not slowing you down. Your decision-making is.
Ex*****on has never been faster. With AI, teams can build, test, and iterate at a speed we could not reach before.
But many organizations are not seeing the value.

Why?
Because strategy, governance, and alignment still move at yesterday’s pace. When decisions lag behind ex*****on, speed turns into noise. And noise turns into waste.
In our experience, the companies that succeed in the AI era are not the ones with the most advanced models. They are the ones that create clarity.

- They define what matters.
- They align teams around outcomes.
- They make better decisions, faster.

Our new downloadable, Leading in the AI era, explores what this shift looks like in practice. From operating models to leadership habits, it is a guide for turning AI into real business impact.

Download it here: https://eu1.hubs.ly/H0tzBKw0

25/03/2026

AI has changed how marketing work gets done at Futurice. Not through hype or one-off tools, but through steady, practical adoption.

Over the past few years, we have moved from small AI experiments to embedding AI into everyday marketing operations. The result is not just speed. It is better quality, more consistent ex*****on, and more time for thinking, creativity, and impact.

In this blog, Pia has shared what actually made the difference for us:
How we redesigned marketing processes instead of layering AI on top
Where AI creates real value in daily marketing work
What CMOs need to focus on to turn AI from an experiment into a capability

If you are thinking about AI-driven marketing transformation, this is a grounded look at what it takes in practice.

Check the link in comments