In an Age of Infinite Words – from acceleration to accentuation

Over the past weeks, I’ve seen several thoughtful leaders reflect on the strange abundance of AI-generated text. It stayed with me because it captured something essential about this moment.

At the same time, the European Commission has just introduced its Digital Omnibus on AI – a sweeping attempt to align and update a series of digital and AI-related regulations. The announcement immediately triggered thousands of pages of commentary, analysis, and interpretation. Perfectly written words everywhere, but not always the clarity we need.

It reminded me that in an age where AI accelerates the production of text, meaning has become the scarce resource.

This year, I’ve often found myself reading documents that looked polished but felt empty. Words that conveyed information, but not intention. Sentences that explained but didn’t reveal what anyone actually believed. It underscored for me that the real bottleneck ahead is no longer writing. It is presence – the ability to sit with someone, pay attention, and sense whether we truly understand each other.

The more AI accelerates, the more I feel the need to accentuate what’s actually being said – and what isn’t.

I grew up in the Nordic working culture without realising how distinctive it was. You spoke to people as equals. You listened before you judged. You trusted intention before demanding proof. You said things directly, but never to diminish anyone. And when something became difficult, you pulled chairs a little closer.

Only recently have I understood how rare that is becoming. Technology scales faster than relationships. Organisations grow faster than conversations can follow. Yet the moments where something important shifts – a decision, a direction, an alignment – still happen between people who stay with each other long enough to understand what matters.

Nordic dialogue is not nostalgia. It is a working method. It keeps complexity human. It prevents us from adding layers of process just to compensate for a lack of trust. It creates the conditions for honesty in a time where speed can easily become an excuse for superficiality. And it is one of the few things no algorithm can imitate.

At Context&, we work with cloud, data, and AI every day. We build systems that make organisations smarter and more resilient. But even in the most technical engagements, progress depends on something far simpler: a room, a table, and people willing to think aloud together. A shared understanding of what the real problem is – and the confidence to stay with it until it becomes clear.

The breakthrough rarely comes from the model. It comes from the moment someone dares to articulate what they believe is actually going on. From the moment the customer leans back and says, “Yes. That’s it.” From the moment a team walks out of a meeting with more clarity than they walked in with.

Those moments don’t come from perfect documents. They come from presence – from slowing the pace just enough to let insight surface. And in the years ahead, this won’t be a soft skill. It will be one of the most important professional skills we have: the craft of conversation, the ability to create calm in complexity, the discipline of being fully in the room rather than half in the next task.

Our Nordic conversational culture is not something we add on top of our technology. It is the foundation underneath it. It is what allows four companies to become one practice. It is what makes difficult problems solvable. It is what helps customers feel seen, not processed. And it is what anchors AI in something steadier than scale: human judgment.

That in an age of infinite words, we will continue to bring the one thing technology cannot generate: clarity, trust, and the human presence that turns complexity into progress.

Where AI accelerates, we accentuate – lifting out what matters, sharpening meaning, and creating the conditions where the right decisions can be made. That balance is what gives our work value. It is what makes Context& a trusted partner. And it is how we will continue to lead in a world moving faster than ever before.