From data foundations to AI-Readiness: Lessons from Nilfisk and industry leaders

Why data governance is the real growth driver

At the Accutics and IIH Nordic “Back to work but smarter” event on September 4, industry leaders gathered to explore one of the most pressing questions in marketing today: how can AI and personalization deliver real business impact without a strong data foundation?

The message repeated across the day was simple. Clean inputs are the key to everything. As one speaker put it, “garbage in, garbage out.” Without trusted data structures, marketing teams risk scaling errors and inefficiencies instead of insights. With governance in place, however, AI becomes an accelerator of speed, personalization, and growth.

A shared data language: the enabler of AI

Kasper Bossen Rasmussen set the stage by showing the cost of data fragmentation. Many organizations still operate in silos, with each team or region applying its own conventions. The result is wasted time, conflicting reports, and AI models that cannot be trusted.

He explained that a shared data language is the antidote. It is not about adding restrictions, but about creating an environment where innovation can flourish. “With one shared data language, you remove friction and unlock collaboration. Suddenly campaign setup and reporting connect seamlessly, and AI has the reliable inputs it needs to perform.”

By standardizing taxonomies, enforcing governance, and ensuring interoperability across platforms, marketers can align execution with reporting. Kasper emphasized that this is not just operational hygiene but a strategic enabler of AI adoption.

Personalization at scale: turning clarity into impact

Kristina Vehn picked up the thread by focusing on the customer experience. Data governance, she argued, is not only about cleaner reporting but also about making personalization scalable.

“Personalization without clean metadata is just guesswork. AI only adds value when it is fed structured, trustworthy data. Otherwise, it simply scales errors.”

Her point was that with a clear data foundation, marketers can finally deliver personalization that is both dynamic and precise. Campaigns move beyond surface-level targeting and become engines of relevance, powered by real-time decisioning and segmentation.

Kristina’s message resonated: personalization at scale is not a vision for the distant future. It is possible today, but only when marketing data comes first. She urged teams to start small with a personalization pilot, but to recognize that such pilots only succeed if the underlying data foundation is fixed first. With governance in place, a pilot becomes the spark that grows into a larger initiative. The bottom line is simple: personalization can only scale when clean, consistent data sets the starting point.

Nilfisk: 119 years of innovation powered by clean data

Theory turned into practice when Christian Kiær Sønderbæk, Global Head of Digital Marketing and Performance at Nilfisk, presented their case.

Nilfisk is no stranger to innovation. Founded in 1906, the company pioneered Europe’s first electric vacuum cleaner and has supplied NASA with equipment to keep astronauts safe from dust particles. Today, Nilfisk operates across 25+ markets as a global leader in professional cleaning equipment with a digital-first mindset.

Christian shared how Nilfisk began with a small data pilot that grew into a robust foundation ready for AI. Before Accutics, a single campaign setup could require 19 Salesforce campaigns and form handlers just to track attribution across channels. After implementing Accutics, this was reduced to only 5 structured assets, a dramatic simplification that freed teams to focus on execution and innovation.

He explained, “Data governance is not an abstract concept for us. It is what allows us to innovate at scale. By cleaning up the foundation, we have been able to launch AI-driven content, translations, and paid media tests globally.”

The results have been immediate:

• A standardized UTM approach across global markets
• Streamlined attribution processes with reliable reporting
• Freedom to experiment with AI-driven content creation and localization

A conclusion that resonated with the audience summed up the day: “Even a 119-year-old company can accelerate when powered by clean data. Innovation does not slow with age, it gains speed with clarity.”

Innovation does not begin with AI tools

The conversations at Back to work but smarter made one truth impossible to ignore. Data governance is not an operational chore. It is the foundation that unlocks speed, personalization, and AI at scale.

Kasper showed why a shared data language eliminates friction and enables reliable insights. Kristina demonstrated how clean inputs transform personalization from buzzword to business driver. And Christian proved through Nilfisk’s journey that even a 119-year-old company can modernize, innovate, and accelerate when powered by clarity.

The lesson for marketing leaders is simple. Innovation does not begin with AI tools. It begins with data. Get the foundations right and every digital initiative becomes stronger, faster, and more effective.