Reflections from AGENTDAGEN 2025

Written By Luke Gregory

Where AI Agents Meet Strategy

Denmark is leading the world in AI adoption.
At AGENTDAGEN 2025, it was announced that 42% of Danish enterprises are now using AI technologies, up from 28% in 2024. This puts us ahead globally, but with that position comes responsibility. The EU AI Act will play a major role in how we foster safe and sustainable AI adoption across industries.

I attended AGENTDAGEN to better understand how we, at Horaizon, can stay at the forefront of this evolution - and where we can help clients build AI agents that do real work, not just produce outputs. Below are some of my key takeaways from the day:

1. “Don’t focus on automation - focus on goal-directed adaptive behaviour.”

A standout quote from Daniel Hulme (WPP), whose talk was packed with insight. He walked us through:

  • The 6 applications of AI
    -     Task automation
    - Content Generation
    - Human Representation
    - Insight Extraction
    - Complex Decisions
    - Human Augmentation

  • The 5 levels of verification
    L1:     dialogue-based to test for knowledge
    L2: dialogue and scenarios to test for skills
    L3: complex scenario to test for expertise
    L4: tests for intelligence/plasticity
    L5: tests for consciousness

  • The 6 AI singularities
    -     Political: When we no longer know what is true
    - Environmental: When we create uncontrollable ecological collapse
    - Social: When we cure death
    - Technological: When we create a superintelligence
    - Legal: When surveillance becomes ubiquitous
    - Economic: When we automate the majority of paid labour

It was a masterclass in shifting the conversation away from AI as a productivity booster toward AI as an adaptive agent aligned with outcomes.
Oh — and his ideas on “curing death”? Let’s just say the room was very engaged.

2. Testing is the value bottleneck

Daniel also mentioned that 80% of software deployment costs are in testing and this couldn’t ring truer. At Horaizon, we’ve seen time and again that the most challenging part of delivering robust AI products isn’t building the prototype - it’s validating edge cases, reranking responses, managing risk, and testing in the real world.

3. You can’t differentiate with generic models

One quote from the "Giant’s Panel" - featuring leaders from Microsoft, SAP, IBM, Adobe, and Meta - really stuck with me:

“You don’t achieve competitive differentiation with a generic model.” – Thomas Kovsted (CEO of IBM Danmark)

This reflects a core belief at Horaizon: it’s not enough to plug into GPT-4 and call it innovation. The real value is in building purpose-driven agents tailored to specific workflows, data contexts, and user needs.

4. AI compliance isn’t optional

CLEMENS made the point clear: leadership can no longer ignore the compliance implications of AI. That’s why we’re proud to be partnering with Sarah Jakobsen at RiskEnable, working on an end-to-end AI Compliance Hub — helping organisations innovate responsibly under the coming EU AI Act.

5. Real-world use cases are maturing

Pernille Bernth from Fellowmind shared a compelling breakdown of agent-assisted workflows in customer service. By dividing tasks into AI-assisted and automated, it became clear that we’re entering a phase where more and more tasks will migrate toward full automation.

This echoes what we’re building with clients - helping teams gradually hand off tasks to intelligent agents in a controlled, value-driven way.

6. SEO is becoming GEO

Adobe’s Jo O’Connor shared a marketing insight that stopped me in my tracks: the future isn’t Search Engine Optimisation (SEO) — it’s Generative Engine Optimisation (GEO).

As users turn to LLMs like ChatGPT and Claude for product searches, we’ll need to rethink how businesses show up in AI-generated answers. A whole new field is emerging — and it’s one I’ll be keeping a close eye on.

Final thoughts

AGENTDAGEN was a powerful reminder that AI agents are no longer theoretical — they’re here, they’re growing in capability, and they’re reshaping how businesses operate, market, and scale.

At Horaizon, our goal is to help companies not just “use AI” — but to build useful, verifiable, compliant agents that deliver real value.

Let’s keep building. Let’s do it responsibly. And let’s make AI practical.

Luke Gregory
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