Nordic companies stand out when it comes to cloud adoption, but there is also room for improvement when it comes to turning pilot projects into larger investments, according to a new analysis from PwC with responses from over 1,400 decision-makers in Europe and the Middle East.
Nordic organizations are ahead of Europe and the Middle East in using cloud services for digital development and AI initiatives. A full 93 percent of Nordic companies surveyed have extensive use of cloud services in their operations, compared to an average of 80 percent. The Nordic region also stands out through a higher degree of strategic maturity, with more organizations linking cloud investments to business goals, security and compliance.
At the same time, the analysis shows that just over half of Nordic companies are still in test or pilot phases, and have not managed to take the projects further and create measurable impact. The gap is thus growing between those organizations that succeed in converting technology into business benefit and those that instead get stuck in a so-called pilot trap.
– The Nordic region has a clear lead, but the report also points to a growing risk of projects remaining at the experimental stage. The winners going forward are those organizations that connect cloud, AI, governance and expertise, and make the effort a business issue rather than a technology project, says Magnus Sjöstrom, partner in Technology Transformation at PwC Sweden.
Nordic companies far ahead in strategy work
The analysis also shows that Nordic organizations are integrating governance, regulations and cost control to a greater extent into their own cloud strategies.
– Our report clearly shows that the development going forward is not primarily about new technology, but about leadership, prioritization and the ability to move from testing to real business benefit, concludes Magnus Sjöström.
About the analysis
PwC's 2025 EMEA Cloud Business Survey is based on responses from more than 1,400 business and technology leaders across 26 countries in Europe and the Middle East. The survey was conducted between July and September 2025. Read more and take part in it Nordic report and The EMEA report.
About PwC
On PwC We help our clients build trust and transform their businesses to increase competitiveness. We are a leader in tax, audit and advisory services and are part of a global network of 364,000 people in 136 countries. By combining our expertise and experience with the latest technology, we help our clients become more efficient, adapt to change and always stay one step ahead.
Swedish
Danish
Norwegian
Finnish
English
German
Dutch