18: The secret to Klarna’s AI advantage: Insights from David Sandstrom, chief marketing officer at Klarna

Sep 17, 2025

20:55

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In today’s episode, we continue our Cannes Lions series as Alan and David Sandstrom, chief marketing officer at Klarna, discuss how embracing change, leveraging artificial intelligence (AI), and balancing data-driven efficiency with creativity are shaping the future of marketing and brand-building.

Klarna is a financial technology company that is well-known for its "buy now, pay later" (BNPL) options. David highlights the macroeconomic trends that he believes are contributing to the continuing growth of BNPL, while also sharing Klarna’s efforts to diversify their offerings with digital banking and mobile phone plans. Innovation and experimentation are core to Klarna’s culture, and can be seen in initiatives like their interactive customer hotline featuring an AI avatar of their chief executive officer. David also outlines how he and his team encourage employees to use AI internally by actively measuring AI usage, using it as a team on a daily basis, and challenging team members to complete tasks that would be impossible without it. However, despite Klarna embracing AI usage and adopting new technologies, David emphasizes the essential role of human creativity in creating resonant messaging. He also discusses his interest in “anti-trends”, like long-form content, as open spaces to build brands and tell stories.

In this episode, you'll learn:

How building an AI-driven culture can boost innovation and efficiency

Why combining technology with creativity can be key to brand success

How expanding and educating beyond your core offering can drive growth

Key quotes:

“We’re not doing anything new based on AI. We’re only doing the things we used to do, but way more efficiently, way faster, at a way lower cost.” - David Sandstrom, chief marketing officer at Klarna

“I think our investment in AI culture has been more important than our investment in AI infrastructure” - David Sandstrom, chief marketing officer at Klarna

Key highlights:

[00:30] Introduction

[01:05] What’s new for Klarna

[01:50] David’s career path

[03:25] The key to David’s CMO longevity

[04:00] Growth of BNPL

[05:20] Extending beyond BNPL

[06:15] Moving to digital banking

[08:00] Creating a culture to embrace AI

[11:30] The impact of AI on the creative process

[13:40] An experience that defines you: Being born to a juxtaposing pair

[14:25] Advice to your younger self: Enjoy the ride