Making AI real: Interview with Petri Lattu, Innovation Lead at Siili

In a recent interview, Petri shared his thoughts on AI's role in business, the challenges companies face, and how Siili is positioned to lead as an AI-powered company. 

Petri's role as Innovation Lead at Siili Solutions places him at the intersection of design, AI offerings, and business transformation. It's a unique position that allows him to see AI's impact from multiple angles—how it influences product development, operational models, and even customer journeys. 

As Petri describes it: "My job is to help clients make sense of this coming age of productivity, value creation, and such things that the AI—or the augmented age, as we call it—will provide." This work isn't just about keeping up with technological advancements; it's about cutting through the noise and hype surrounding AI to provide clients with concrete examples and strategies. 

Petri emphasizes that AI's potential is vast but navigating this new landscape requires a clear vision. That's why Siili has developed a method that helps clients visualize their future success in the AI-driven world. This involves creating a "prototype" of what their company will look like once they’ve successfully integrated AI into their operations. Petri explains: "We reverse roadmap or backcast back towards today from this clear North Star, or a prototype of future success in the future." 

This strategic approach isn't just theoretical; it's about laying down actionable pathways that companies can follow to achieve their AI transformation goals. 

The noise and the signal in AI 

One of the biggest challenges businesses face with AI is cutting through the hype to understand its true potential. Petri points out that the AI space is "so full of noise and hype" that it can be difficult for companies to find the signal—the real, actionable insights that will drive their business forward. This is where Siili's expertise comes in, providing a clear, practical approach to AI adoption. 

Petri highlights the three ways Siili helps clients looking to transform with AI: 

✺ We try to be the signal: We create super concrete examples, what ifs, pathways and prototypes together with the customers to set a direction of where the company should go to ensure that getting there is as efficient as possible. 

✺ Re-imagining customer value through customer journeys in the age of AI: We help businesses reimagine how their customers will interact with them in an AI-driven world. It's a foundational exercise that can reveal quick wins, mid-term goals, and long-term strategies for transformation. 

✺ Workplace transformation: Understanding how AI will change the nature of work is critical. Siili models how human interactions and operational models will evolve, providing companies with a roadmap for managing this transition effectively. 

These tools are not just theoretical frameworks; they are practical starting points for companies at different stages of their AI journey. Whether a business is just beginning to explore AI or is already deep into its digital transformation, Siili's approach is designed to meet them where they are and guide them forward. 

AI in Finland: Leading but lagging 

Finland has been a pioneer in AI experimentation, but Petri notes an interesting paradox: while Finnish companies were early adopters, they now lag in making AI a systemic part of their operations. He attributes this to the country's cautious approach to scaling AI initiatives beyond initial proofs of concept (POCs). 

"Finnish companies are lagging in making these things so systemic," Petri says. This gap between experimentation and full-scale implementation is where Siili sees an opportunity to make a significant impact. By working closely with clients, Siili aims to help them move beyond POCs and integrate AI into their core business models. 

This involves not just focusing on individual tools or technologies but looking at the broader system—how AI can be woven into every aspect of a company's operations, from customer interactions to internal processes. Petri emphasizes that this systemic approach is crucial for companies to fully realize AI's potential and stay competitive in the global market. 

On standing out in a crowded AI market 

In a market where almost every software development company is touting its AI capabilities, how does Siili differentiate itself? For Petri, it's not just about having AI capabilities—it's about having a clear and focused message that resonates with clients. 

"I think we already have [stood out], because when you look at the market, when you look at the competition or the partner companies, I don't know how you want to frame that, we have the clearest message in the market right now that we believe in this potential, and we are all in on this stuff," Petri states confidently. 

This clarity of vision is reflected in Siili's strategy, which goes beyond just having a few AI teams working on isolated projects. Instead, AI is integrated into the company's overall mission and approach, making it a central pillar of their operations and client offerings. 

The human side of AI 

While AI promises significant productivity gains, there's a human side to this transformation that cannot be ignored. Petri acknowledges that AI will change the nature of work, potentially reducing the need for certain roles. However, he stresses the importance of managing this transition in a humane way. 

"The progress towards the next phase of productivity needs to happen in a really humane way as well," Petri asserts. This means that while AI will automate many tasks, companies must ensure that their employees are supported through this transition, whether through retraining, redeployment, or other means. 

Petri also points out that many industries will have to operate with two competing models for a while—legacy systems and new AI-driven models. This duality will require careful management, as companies balance the need to innovate with the need to maintain stability in their existing operations. 

Talent in the age of AI 

AI's integration into various sectors raises a critical question: how will it affect the talent landscape? For Petri, the shift is already happening, with a noticeable impact on the types of roles companies are seeking to fill. Petri highlights the delicate balance required to harness AI's potential while keeping the human element at the forefront. 

"I think the biggest change I've seen is that it has scaled up from people who work in technology—developers, IT professionals—to business decision-makers, C-level executives," Petri observes. This shift indicates that AI is no longer just a tool for tech teams; it’s becoming a strategic priority for top management. 

As AI becomes more systemic, the demand for roles that bridge the gap between technology and business strategy is increasing. Petri emphasizes that this isn't just about hiring more AI specialists; it's about finding people who can leverage AI to drive business value across the organization. These are the leaders who will reap the benefits of enhanced productivity, improved customer interactions, and even new business models. 

However, with AI's potential to automate many tasks, there's a concern that fewer developers, testers, and designers will be needed. Petri doesn't shy away from this reality, but he frames it within the broader context of operational change. "Yes, it does mean that fewer people may be needed in certain roles, but the shift needs to happen in a humane way," he explains. 

The transition to AI-driven workflows won't happen overnight, and legacy systems will coexist with new models for some time. This means that while certain jobs may become redundant, new opportunities will emerge for those who can adapt and thrive in this evolving landscape. 

On EU regulations and AI 

With AI’s rapid advancement, the conversation inevitably turns to regulation—a topic that is often viewed as both a necessary safeguard and a potential hurdle to innovation. Petri shares a nuanced perspective on this issue, acknowledging the tension between moving fast and ensuring safety. 

"There’s a balance to be had between moving fast and breaking things, and making things systemic and safe," Petri remarks. He points to the United States, where the pace of AI development is fast but lacks federal privacy laws, as an example of the challenges that come with unchecked innovation. 

In contrast, the European Union's regulatory approach, while sometimes seen as overly cautious, aims to ensure that AI advances in a responsible and sustainable way. Petri believes that the golden ticket lies somewhere in between—where innovation can thrive without compromising safety, privacy, or ethics. 

He also highlights the environmental impact of AI, particularly the energy costs associated with running large-scale AI models. "We need to make sure that this stuff is happening in a safe and respectful manner—not just towards humans, but towards the planet as well," Petri insists. This holistic view of AI's impact underscores the importance of thoughtful regulation that goes beyond just the technology itself. 

From chaos to coherence 

As AI continues to reshape industries, it’s not just the technology that’s evolving—organizational structures and ways of working are being transformed as well. Petri outlines a four-stage model of AI evolution that illustrates how work will change over time. 

• The current stage: We are in a chaotic phase where AI tools are being adopted on an individual basis. Research shows that 76% of knowledge workers globally are using some form of AI, with 48% adopting these tools in just the last six months. This uneven adoption creates a scenario where some teams operate at light speed while others struggle to keep up, leading to more chaos than coherence. 

• The agentic age: AI agents—such as conversational assistants—will become the main platforms people use. These agents will likely replace many of the enterprise software solutions we use today, fundamentally changing how organizations operate. 

• Self-Improving organizations: In the following stage, AI systems will develop the ability to improve themselves, leading to real-time optimization of operations and value chains. This is where companies will see a significant shift in how value is created and maintained. 

• Autonomous organizations: Finally, in the most advanced stage, companies will become algorithmic, with AI systems optimizing themselves and interacting with each other autonomously. While this may sound futuristic, Petri emphasizes that it’s a logical progression if we believe that economic development always seeks the most efficient form. 

For Siili, the focus right now is on the agentic age—helping companies understand how AI agents will change their operations and customer interactions. Petri sees this as the sweet spot where real, tangible changes will start to happen, and where companies can begin to differentiate themselves in the market. 

AI and the problem of AI sameness 

One of the challenges is that, as AI becomes more prevalent, there’s a risk that businesses will fall into what Petri calls "AI sameness." This is where companies adopt similar AI tools and strategies, leading to a homogenized digital landscape. To avoid this, Petri argues that companies must focus on creating unique value experiences for their customers. 

"If everything is possible, then the companies that will win in the market are those that actually create something of value," Petri explains. This means going beyond simply implementing AI for efficiency’s sake and focusing on how AI can enhance the customer experience in ways that stand out from the competition. 

Petri also points to the design of future interfaces, where websites and digital platforms will likely become more conversational and responsive, further blurring the lines between technology and human interaction. For companies, this presents both a challenge and an opportunity to rethink how they engage with their customers in a more dynamic and personalized way. 

Last words 

As AI continues to reshape industries, the future of work will be defined by how well companies can balance technological advancement with human needs. For businesses navigating this complex landscape, the key takeaway is clear: embrace AI, but do so with a focus on creating unique value, supporting your people, and staying true to your company's vision. As Petri puts it, the future of AI is not just about what’s possible—it’s about what’s meaningful. 

Beyond his role as an innovation leader, Petri Lattu is also a strong thought leader at Siili, and regularly publishes on LinkedIn. Follow his profile for more on AI, innovation, and the future of work (LinkedIn).