As AI continues to reshape how customers search, engage, and make decisions, delivering meaningful omnichannel experiences has never been more important. At The MarTech Summit Stockholm 2026, we’re delighted to feature Sara Wilkins, Head of Digital Content at Swedbank. With a unique cross-cultural perspective and deep expertise in digital communication, Sara plays a key role in helping customers navigate complex financial information with clarity and confidence. She will join the Panel Discussion | [AI Omnichannel] AI-Powered Omnichannel for Nordic Consumer Behaviour, where she will explore how organisations can balance innovation, personalisation, and trust in a highly digital and privacy-conscious region.
About Swedbank
Swedbank is one of the leading banks in the Nordic and Baltic regions, providing a wide range of financial services to individuals, businesses, and institutions. With a strong focus on digital innovation and customer-centric solutions, Swedbank is committed to helping people make informed financial decisions while maintaining high standards of trust, security, and transparency.
Quick Q&A with Sara Wilkins
Could you please give us a quick introduction of yourself?
I am a Canadian who has now lived in Sweden longer than I lived in Canada. I think this background allows me to pick the best parts of my experiences, which helps me in my role at Swedbank. I am equal parts marketer and communicator, and my role as Head of Digital Content provides the perfect chance to dive head-first into projects that help Swedes gather all the information they need to make sound financial decisions.
Why did you choose to participate in this summit?
When approached to join the summit, I saw an opportunity for discussions with people working in completely different industries and roles. For me, this is one of the best ways to challenge what we do at the bank, and to really help explore ideas that ultimately help our customers. Getting on stage always makes me nervous (you know what they say – do something that scares you …) but I walk away from public speaking full of ideas and energy, which I bring with me to my day-to-day working life.
Nordic consumers are known for being privacy-conscious and digitally mature. How does that shape the way you approach AI-driven experiences?
In 2025, we saw an explosion in the world of AI, and I think many organisations began to see how these new technologies could benefit their businesses. The digital maturity in the region is an opportunity that allows us to explore new ways to reach our customers. As a bank with a very large and diverse customer base, we see how AI search is shaping information consumption. We can explore how to share knowledge with customers in the platforms and search areas they use most, while also continuing to develop our channels for those who come to us.
From your perspective, when does omnichannel personalisation truly add value, and when does it start to feel like noise?
Personalisation is changing rapidly, and AI is playing a key role in this transformation. A typical Google search used very generic words. With AI, our prompts are unique and personal. We provide context and details, and in return, we expect a tailored answer. For this type of conversation, answers must feel especially formulated for you. This challenges marcom specialists to package information for key segments, phases of the sales funnel, demographics and geographies, all while making complex information easy to understand. When done properly, your message is no longer noise. It’s a specific answer designed uniquely for me.
Looking ahead to 2026, is there a professional or personal goal you are especially excited to pursue?
This is the year we set the foundation for AI search and relevance. In the financial area, there is currently no clear winner in terms of AI search – many sites, sources and people are cited in financial conversations, but no one is leading the pack in Sweden. We are leaning fully into this search potential with a heavy tech deficit to fix and content gaps we can fill. Anyone not fully engaging in this opportunity will look back on this year and realise they missed a golden opportunity to fulfil a customer need.
Sara’s insights highlight the delicate balance between leveraging AI for personalisation and maintaining the trust of increasingly privacy-aware consumers. Her focus on relevance over volume reinforces the idea that effective omnichannel strategies are not about more touchpoints, but about delivering the right message at the right moment. As AI-driven search and content consumption continue to evolve, her perspective offers valuable guidance for brands looking to stay meaningful, credible, and customer-centric in a rapidly changing landscape.
The MarTech Summit Stockholm– Simple, Smart, Scalable: MarTech Best Practices for Growth
Join us on 26 May 2026 at Courtyard by Marriott Stockholm Kungsholmen! This English-language event offers a comprehensive exploration of the evolving MarTech landscape. You’ll explore global best practice alongside regional insights, connect with peers facing similar challenges, and leave with actionable strategies and meaningful connections that last well beyond Stockholm.
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Last updated: April 2026
