Why You Can't Miss This Episode

In this insightful episode, Mari Eklund shares what truly happens behind the scenes when AI is introduced to enhance customer experience. Beyond the tech buzz, Mari breaks down the leadership, cultural shifts, and governance structures needed to build AI that supports rather than replaces human interaction. If you're looking to implement AI in a meaningful, human-centred way, this conversation is a must-listen.

About the Guest

Mari Eklund is the Vice President of Communication Solutions for DNA’s Corporate Business Division. With a background in IT and a passion for practical innovation, Mari has led the development of customer-centric AI tools at DNA. She believes in combining technology with empathy and structure to create solutions that truly serve both employees and customers.

Relevant Links

Mari Eklund on LinkedIn: https://www.linkedin.com/in/marieklund/

The AI Experience Podcast: https://www.aiexperience.fi

Read more on AI, CX and digital assistants: https://www.machinecustomers.fi

Visit our website: https://www.shirute.fi/en

Episode Summary

In this episode, Mari Eklund takes us inside DNA’s approach to AI in customer experience. Starting from a foundation of need-based development, Mari explains why understanding the real problem is more important than selecting the perfect platform. Her insights show that true success with AI begins not with technology—but with people, processes, and leadership.

Mari explains DNA’s AI governance model, including an AI board that evaluates all tools for regulatory, security, and operational alignment. She shares how curiosity-driven culture, structured experimentation, and strong internal communication have enabled a scalable and safe AI rollout.

From 24/7 multilingual AI support for SMEs to seamless collaboration between human and digital agents in large enterprises, Mari offers real-world examples of AI making CX smarter and more human. She also reflects on lessons learned: the value of failing fast, productizing

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