How Swedes Use AI – and How It Affects Your Brand
In this year's edition of Swedes and the Internet , an entire chapter is devoted to AI. The statistics in the report speak for themselves: the use of AI is on the rise, and more and more Swedes are using the technology both in their personal lives and at work. This is not only changing how we search for information—it is also placing entirely new demands on companies that want to be visible in AI assistants.
Every fall, the Internet Foundation releases the report Swedes and the Internet. An in-depth study of how Swedes use the internet. This year, the report has a clear focus on AI, and more than a third of the content focuses on the technology.
The use of AI has increased by 2025
According to the report, 4 out of 10 Swedes have used AI tools in 2025. Virtually all age groups use AI, and more men than women are utilizing the technology. The trend is clear: from 29% usage in 2023, to 34% in 2024—and now 40% in 2025.
Currently, it is primarily the younger generation that is driving this trend. Three out of four people born in the 2000s have used an AI tool this year. In addition to ChatGPT, it is primarily Snapchat’s AI tool, My AI, that is popular among the younger generation.
ChatGPT is the most popular tool
When looking at the general population, ChatGPT is the most widely used AI tool. The report states that one in three Swedes aged 8 or older uses ChatGPT. Copilot comes in second place, used by one in ten Swedes. However, Copilot has a strong foothold among white-collar workers, with one in five using it—which is four times more than among blue-collar workers.
AI is primarily used to search for information. Just over one in five Swedes now asks AI tools questions that they would previously have asked a search engine. This figure is highest among the younger generation, where 4 out of 10 use AI tools instead of traditional search engines to find information.
4 out of 10 white-collar workers use AI
The use of AI in the workplace is widespread. One in five Swedes say they use AI at work, and it is most common among white-collar workers—more than 4 in 10 use AI.
Many professionals highlight the benefits of AI as an effective way to summarize large amounts of data, or to quickly translate, proofread, or rephrase texts. Others point to the ability to generate new content such as images, audio, or illustrations. At the same time, an important caveat is frequently mentioned: the quality of the material must always be reviewed. Many say they spend time quality-checking and editing content generated by AI.
AI as a sounding board and a springboard for creativity
One of the most appreciated aspects is the role of AI tools as a sounding board. For many, the technology serves as a way to generate new ideas or overcome writer’s block. Here at Navigator, we’ve previously discussed AI as a catalyst for creativity, a view that is supported by the report.
It is wrong to view AI as a tool that completely replaces an entire profession—rather, it is about using AI as an aid. An extra assistant or colleague who can perform time-consuming and monotonous tasks more quickly and efficiently. For example, organizing target audience data in an Excel document or summarizing studies in preparation for a presentation.
A New Playing Field for Businesses
As more and more Swedes turn to AI instead of search engines, businesses need to rethink their strategies. It’s no longer enough to optimize your website for Google searches; now you also need to be visible to AI assistants. This involves structuring content, ensuring credibility, and building a presence on external platforms. Here you can read more about how to increase your visibility with AI visibility.
This year’s report makes it clear: AI is already an integral part of Swedes’ daily lives and work, and for businesses, this means a whole new playing field. Those who act quickly, adapt their communication, and make themselves discoverable by AI have the chance not only to stand out—but also to take a leading position in a landscape that is currently being reshaped.
