Research published by Harvard Business Review suggests AI is evolving from a productivity tool into something far more personal.

For the past three years, AI has largely been framed as a workplace tool. It drafts emails, summarizes reports, writes code, and automates routine tasks.

But according to the latest AI in the Wild study, published in the Harvard Business Review, people are increasingly using AI for something else: support. The research analyzed more than 12,000 real-world AI use cases between March 2025 and February 2026 and found that therapy and companionship remained the most common use case for a second consecutive year. Relationship advice, workplace guidance, and decision support also ranked among the most popular applications.

The biggest shift from last year is not what sits at number one. It is what has risen around it. In 2025, users frequently turned to AI for enhanced learning, finding purpose, generating ideas, and organizing their lives. Those categories have largely given way to more interpersonal uses. People increasingly rely on AI to navigate relationships, workplace interactions, and difficult decisions.

The trend is visible across the dataset. Personal and professional support now accounts for 34% of observed AI use cases, up from 17% in 2024.

The new sounding board

For many professionals, AI has become a place to test ideas before sharing them with others.

One user described using it to pressure test arguments rather than generate them: "I use AI all the time to evaluate an argument I've written and have the AI try to poke holes in it. I then assess if I'm missing something and go back to refine it myself. AI is a mirror, not a genie."

Used this way, AI functions less as an assistant and more as a sparring partner. It helps users challenge assumptions, refine arguments, and think through decisions before taking action.

When support becomes dependence

The same study highlights a less comfortable possibility.

The researchers point to a growing risk they call "thinkslop" — the habit of outsourcing too much judgment to AI.

One participant described the shift in personal terms: "With excessive use of ChatGPT and all these AI tools, I realized I hadn't been using my brain the same way. It's so easy to let AI write for you. I was literally outsourcing my brain."

The concern is not simply that AI may produce poor answers. It is that people may stop wrestling with problems themselves.

The workplace relationship

Many respondents reported using AI for career advice, difficult conversations, and interpreting interactions with colleagues.

One user said: "I got stressed overthinking about a message my boss sent me so I got ChatGPT to be my emotional support and decipher the message for me."

The numbers suggest that example is far from unusual. Personal and professional support has doubled as a share of AI use since 2024, becoming the study's largest category. People are increasingly turning to AI not just for answers, but for advice.

|

Weekend

AI is becoming part therapist, part advisor, part colleague, HBR analysis shows

AI is becoming part therapist, part advisor, part colleague, HBR analysis shows

·

5 min read

Research published by Harvard Business Review suggests AI is evolving from a productivity tool into something far more personal.

For the past three years, AI has largely been framed as a workplace tool. It drafts emails, summarizes reports, writes code, and automates routine tasks.

But according to the latest AI in the Wild study, published in the Harvard Business Review, people are increasingly using AI for something else: support. The research analyzed more than 12,000 real-world AI use cases between March 2025 and February 2026 and found that therapy and companionship remained the most common use case for a second consecutive year. Relationship advice, workplace guidance, and decision support also ranked among the most popular applications.

The biggest shift from last year is not what sits at number one. It is what has risen around it. In 2025, users frequently turned to AI for enhanced learning, finding purpose, generating ideas, and organizing their lives. Those categories have largely given way to more interpersonal uses. People increasingly rely on AI to navigate relationships, workplace interactions, and difficult decisions.

The trend is visible across the dataset. Personal and professional support now accounts for 34% of observed AI use cases, up from 17% in 2024.

The new sounding board

For many professionals, AI has become a place to test ideas before sharing them with others.

One user described using it to pressure test arguments rather than generate them: "I use AI all the time to evaluate an argument I've written and have the AI try to poke holes in it. I then assess if I'm missing something and go back to refine it myself. AI is a mirror, not a genie."

Used this way, AI functions less as an assistant and more as a sparring partner. It helps users challenge assumptions, refine arguments, and think through decisions before taking action.

Our Pulse newsletter

Your weekly leadership intelligence briefing.

What happened, why it matters, and what to watch across every CEO, board, and executive move in Nordic listed companies, starting with Finland. Fast, factual, and to the point.

Delivered every Monday.

By signing up, you agree to our Privacy Policy

Our Pulse newsletter

Your weekly leadership intelligence briefing.

What happened, why it matters, and what to watch across every CEO, board, and executive move in Nordic listed companies, starting with Finland. Fast, factual, and to the point.

Delivered every Monday.

By signing up, you agree to our Privacy Policy

When support becomes dependence

The same study highlights a less comfortable possibility.

The researchers point to a growing risk they call "thinkslop" — the habit of outsourcing too much judgment to AI.

One participant described the shift in personal terms: "With excessive use of ChatGPT and all these AI tools, I realized I hadn't been using my brain the same way. It's so easy to let AI write for you. I was literally outsourcing my brain."

The concern is not simply that AI may produce poor answers. It is that people may stop wrestling with problems themselves.

The workplace relationship

Many respondents reported using AI for career advice, difficult conversations, and interpreting interactions with colleagues.

One user said: "I got stressed overthinking about a message my boss sent me so I got ChatGPT to be my emotional support and decipher the message for me."

The numbers suggest that example is far from unusual. Personal and professional support has doubled as a share of AI use since 2024, becoming the study's largest category. People are increasingly turning to AI not just for answers, but for advice.

Board Programme

Built for Nordic listed company boards.

The only programme in the Nordics designed specifically for listed-company board work.
Five sessions, one cohort, twenty leaders in one room - Helsinki, 2026.

Board Programme

Built for Nordic listed company boards.

The only programme in the Nordics designed specifically for listed-company board work.
Five sessions, one cohort, twenty leaders in one room - Helsinki, 2026.

Topics

# Topics

Authors

Emmi Laine is head of business content at Listeds and our lead for finance and business coverage. She sets the editorial agenda, interviews Nordic business leaders, and writes stories, newsletters, and social content on timely market and corporate topics. Emmi brings nearly eight years of experience from Shanghai's Yicai Global / Yicai Media Group, where she was awarded for reporting on China’s economy, finance sector, and technology innovation. She holds an MSc in Innovation and Entrepreneurship from ESADE Business School in Barcelona and a Master’s degree in International Design Business Management from Aalto University. She also holds a Bachelor’s degree in Culture Studies with a major in Journalism from Stockholm University and has studied Mandarin Chinese and Chinese culture. Emmi is a Finnish citizen and has lived in Finland, Sweden, China, and Portugal.

Emmi Laine is head of business content at Listeds and our lead for finance and business coverage. She sets the editorial agenda, interviews Nordic business leaders, and writes stories, newsletters, and social content on timely market and corporate topics. Emmi brings nearly eight years of experience from Shanghai's Yicai Global / Yicai Media Group, where she was awarded for reporting on China’s economy, finance sector, and technology innovation. She holds an MSc in Innovation and Entrepreneurship from ESADE Business School in Barcelona and a Master’s degree in International Design Business Management from Aalto University. She also holds a Bachelor’s degree in Culture Studies with a major in Journalism from Stockholm University and has studied Mandarin Chinese and Chinese culture. Emmi is a Finnish citizen and has lived in Finland, Sweden, China, and Portugal.

Authors

Journalist

Emmi Laine is head of business content at Listeds and our lead for finance and business coverage. She sets the editorial agenda, interviews Nordic business leaders, and writes stories, newsletters, and social content on timely market and corporate topics. Emmi brings nearly eight years of experience from Shanghai's Yicai Global / Yicai Media Group, where she was awarded for reporting on China’s economy, finance sector, and technology innovation. She holds an MSc in Innovation and Entrepreneurship from ESADE Business School in Barcelona and a Master’s degree in International Design Business Management from Aalto University. She also holds a Bachelor’s degree in Culture Studies with a major in Journalism from Stockholm University and has studied Mandarin Chinese and Chinese culture. Emmi is a Finnish citizen and has lived in Finland, Sweden, China, and Portugal.

Our Weekend newsletter

Slow down. Breathe. Live.

A curated weekend read, mixing Nordic lifestyle, culture, wellbeing, and inspiration. The counterbalance to your business week.

Delivered one Saturday a month.

By signing up, you agree to our Privacy Policy

Our Weekend newsletter

Slow down. Breathe. Live.

A curated weekend read, mixing Nordic lifestyle, culture, wellbeing, and inspiration. The counterbalance to your business week.

Delivered one Saturday a month.

By signing up, you agree to our Privacy Policy

Latest signalsLive feed
Moves trackerLive feed

Investor Event

Listeds Investor Event · Defence

Nordic defence is in a once-in-a-generation growth cycle. Eight listed and pre-IPO companies pitch to 100+ invited investors at Valkoinen Sali, Helsinki

21 September 2026

Latest on Listeds

Monthly Leadership Moves

August's biggest seats were filled without a search

Sep 17, 2026

Two new listed chief executives, and neither was chosen by the board that will supervise them. Four finance seats moved, and not one went to a first-time CFO.

On 3 August, Aspo named the chief executive of a company that will not trade until January. On 31 August, UPM's shareholders elected the board of one that will not trade until November, six weeks after its chief executive had already been named. Both appointments were internal. Neither went through a search.

According to Listeds Executive Intelligence, Nordic listed companies recorded 57 board and management changes in August: 51 in management teams and 6 at board level. Boards accounted for roughly one change in ten for a second consecutive month — and most of the board activity that did happen was produced by corporate structure rather than by nomination committees. Every one of the month's larger moves was at a Helsinki issuer or at a Helsinki issuer's Nordic subsidiary.

The demergers set the month's bookends

Aspo's board approved the demerger plan separating ESL Shipping into a new listed company on 3 August and appointed Matti-Mikael Koskinen as chief executive of ESL Shipping Group Plc the same day. Koskinen has run ESL Shipping Ltd since 2013. The demerger completes on 31 December, trading is expected to start on or about 4 January 2027, and the company's own board will not be elected until an extraordinary general meeting on 7 December, four months after its chief executive was named. Rolf Jansson, Aspo's chief executive, is intended to be elected chair.

At the other end of the month, UPM's extraordinary general meeting on 31 August approved the plywood demerger and elected WISA Group Plc's board: Tapio Korpeinen as chair, Mats Nordlander as deputy chair, and Sakari Ahdekivi, Frank Herrmann, Nina Kiviranta and Emmanuelle Picard as members. Tuija Suur-Hamari had been named WISA's President and CEO six weeks earlier, on 16 July. The demerger is expected to complete on or about 31 October, with trading from 2 November, nine weeks after the board was seated.

Under the Finnish Corporate Governance Code, appointing the chief executive is the board's own duty. A demerger inverts that sequence, and there is no other way to staff a company that does not yet exist. The consequence, on this author's reading rather than anything either company has said, is that both new boards take office with their most consequential appointment already made, and their first exercise of that duty will be a review rather than a choice.

One thing the WISA sequence does change: Suur-Hamari will be one of a small number of women running a Helsinki-listed company. Listeds’ CEO Index — Finland | Q2 2026 shows women holding 8.1 per cent of the 186 sitting chief executive roles at 30 June, and one of the 25 first-half starts. Women held 8.1 per cent of the 186 sitting chief executive roles at 30 June, and one of the 25 first-half starts. August added a second name to that pipeline — Elli Siltala, appointed chief executive of Raisio plc on 7 August.

The finance seat moved sideways, or not at all

The month's finance moves were the mirror image of a market hiring new talent into the role.

Digia filled its chief financial officer seat on 5 August by taking Vincit's sitting CFO, Kärkkäinen — the second time since 2017 that Digia has filled the role with a sitting CFO from another Nasdaq Helsinki company. Bioretec named Panu Mikkonen chief financial officer from 6 October, the fourth person named to that seat since September 2025, two of them interim. Kempower appointed Juha Jaatinen interim chief financial officer on 13 August. 

No Helsinki company promoted a first-time chief financial officer into the role in August. 

Eight executives named in two days

Three companies named eight executives across 18 and 19 August.

Nordea's 19 August release did two things at once. It merged Group Risk and Group Compliance into a single function under Mark Kandborg, who continues on the Group Leadership Team, with Nahale Ståhl Hallengren as Chief Compliance Officer from the same date, outside the Group Leadership Team. And it filled leadership in the bank's two largest customer units: Per Långsved, who joined Nordea in 2019 as Head of Personal Banking Sweden and Country Senior Executive, becomes Head of Personal Banking and joins the Group Leadership Team; Randi Marjamaa, at Nordea since 2006, takes a newly created Business Banking leadership post and also joins the Group Leadership Team. Sara Mella steps back from operational roles.

Nightingale Health removed its operating chief's role on 19 August and put two commercial chiefs in its place, at the point where its Americas business needs to produce revenue. Janna Ranta, chief operating officer since May 2025, became Chief Commercial Officer, Research and Healthcare. Hugh Watson, who has spent 25 years in United States laboratory diagnostics, joined from outside as Chief Commercial Officer, Americas.

Finnair named its digital and legal chiefs on 18 August. With those two, four of the nine Executive Board functions — people, digital, legal and finance — have a new holder named in 2026. The chief executive, operating, revenue, customer and communications seats have not moved. The rebuild is running from the strongest quarter Finnair has reported, and from a general meeting that rejected the company's remuneration report with 90 per cent of the votes represented against it.

Helsinki issuers hired for their Swedish operations

Two of the month's chief executive appointments were at Swedish subsidiaries, and both went to local candidates rather than to executives moved out from Finland.

Kreate Group appointed Per Anders Quist chief executive of Kreate Sverige AB on 24 August. Quist joins from Trafikverket, the Swedish Transport Administration, where he was responsible for major infrastructure projects, and has NCC Norway experience behind him. Kreate's own framing is that Sweden has run ahead of its strategy target and is now being handed to an executive expected to sustain that pace and to test a permanent Norwegian footprint. Luotea named Rikard Nyhrén, who joins from Intea and Newsec, chief executive of Luotea Sweden, starting by February 2027.

Talent moved the other way too. Siili Solutions' Chief People Officer, Taru Salo, left on 4 August for Attendo, with Timo Miiluniemi stepping in on an interim basis.

What August actually says

Three things follow for boards and nomination committees.

A demerger is a leadership decision long before it is a market event. The chief executives of two companies that will not trade until November and January were settled in July and early August, and shareholders approved them inside a structural vote.

Board changes remain an AGM-season phenomenon. Six board changes against 51 in management teams, with the largest single block produced by one extraordinary general meeting, says that off-cycle board activity in Helsinki is driven by corporate structure rather than by committee work.

And the finance function is where succession planning is thinnest — but the evidence for that is a lateral market and an interim bench, not a hiring pattern break. August's finance seats were filled by people who already held the title, or left open. Whether September's first-time appointments turn into a pattern or revert to the lateral hire is the question the next two months answer.

Market Signals

Six of the nine biggest ownership moves in Helsinki in August required no notification

Sep 16, 2026

Three did. Two of those were the same bond amortisation at one company, and the third — a take-private crossing 90% — filed in September, after the month it belonged to.

August looked quiet on Nasdaq Helsinki flagging notifications. The shareholder registers moved more than the disclosure feed did. Finland's thresholds start at 5%, and most of the month's largest register moves never touched the ladder.

Here is what moved, what was notified, and what the gap between those two sets says about reading Nordic ownership.

Citycon: the take-private the register sees last

G City Ltd's directly registered stake in Citycon grew from 39.50% to 42.55% during August, a gain of 5.6 million shares. 

In the same window the Skandinaviska Enskilda Banken Helsinki Branch nominee account, which had been holding a large Citycon block in custody, shrank by 4.8 million shares. Citibank Europe's custodial line edged down as well.

That is not buying. It is the shares crossing out of nominee registration into G City's own name as the tender offer settles. G City's flagging notification of 2 September puts its total holding at 91.05%, against a directly registered position of 42.55% at the end of August. Both are correct: the rest still sits in custodial accounts, re-registering in tranches. Read alone, the register would tell you G City owns less than half of Citycon.

G City crossed 90% on 1 September, commenced compulsory redemption of the minority shares and will apply to delist. Our Citycon piece this week has the offer periods, the divestment and the parking dispute.

Faron: a new largest register holder, and no new money

Heights Capital Management, through CVI Investments, crossed a threshold in Faron Pharmaceuticals on 4 August and filed the next day: shares up from 7.99% to 9.41%. The same notification shows its holding through financial instruments falling from 12.53% to 11.30%, and combined exposure barely moving, 20.52% to 20.72%. This is a convertible bond converting under the up-to-€35m arrangement Faron entered with a Heights-managed entity in April 2025 — not a purchase. Faron's own treasury holding fell from 10.97% to 9.37% in the same event, through dilution rather than a sale.

Also on the move

Register moves during August. None of these required a notification.

Lemonsoft — Rite Ventures grew from 58.7% to 61.1%, continuing to mop up minority shares after its mandatory tender offer earlier in 2026. 

Bittium — the SEB Helsinki Branch nominee line rose from 7.2% to 9.7%, the largest custodial swing of the month. 

Siili Solutions — Jtel Oy grew from 2.8% to 4.4%. 

Solwers — Terrasolid Ltd grew from 5.5% to 6.7%. 

Tokmanni — the SEB Helsinki Branch nominee stake fell from 13.3% to 12.0%. 

Revenio Group — BlackRock fell from 1.6% to 0.4%.

What the ladder catches

Finnish thresholds run at 5, 10, 15, 20, 25, 30, 50, two-thirds and 90% of shares or votes. Set the nine moves against that ladder:

Move

Notified

Why

Faron — Heights 7.99% → 9.41%

Yes, 5 Aug

Crossed a threshold on the share line

Faron — treasury 10.97% → 9.37%

Yes, 4 Aug

Crossed a threshold on the share line

Citycon — G City 86.51% → 91.05%

Yes, 2 Sept

Crossed 90% on 1 Sept, after the month closed

Lemonsoft — Rite Ventures 58.7% → 61.1%

No

No threshold between 50% and two-thirds

Solwers — Terrasolid 5.5% → 6.7%

No

No threshold between 5% and 10%

Siili — Jtel 2.8% → 4.4%

No

Entirely below 5%

Revenio — BlackRock 1.6% → 0.4%

No

Entirely below 5%

Bittium — SEB nominee 7.2% → 9.7%

No

Custodial nominee line

Tokmanni — SEB nominee 13.3% → 12.0%

No

Custodial nominee line

Both of the August notifications here came from one issuer, and they describe two halves of a single bond amortisation. The largest ownership event of the Helsinki summer filed in September. Read one instrument without the other and you get a month that looks like this one: quiet on the feed, busy on the register.

Our Pulse newsletter

Your weekly leadership intelligence briefing.

What happened, why it matters, and what to watch across every CEO, board, and executive move in Nordic listed companies, starting with Finland. Fast, factual, and to the point.

Delivered every Monday.

By signing up, you agree to our Privacy Policy

Join our Pulse, Best-of-the-Week, and Weekend newsletters

Join our Pulse, Best-of-the-Week, and Weekend newsletters