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</ul></div></nav></div></div> </div> </div> </div> </header> <div id="content" class="site-content"> <div class="ast-container"> <div id="primary" class="content-area primary"> <main id="main" class="site-main"> <article class="post-50218 post type-post status-publish format-standard has-post-thumbnail hentry category-business category-career category-interviews tag-ai-in-business-operations tag-automation tag-leadership ast-article-single" id="post-50218" itemtype="https://schema.org/CreativeWork" itemscope="itemscope"> <div class="ast-post-format- single-layout-1 ast-no-date-box"> <header class="entry-header "> <h1 class="entry-title" itemprop="headline">Martin S. Bekken, AI @ Microsoft — Transitioning from Medicine to Technology, Business & Tech Approach, Ambitious vs. Conservative Companies, Future of Work, AI ROI, Tailoring AI for Norway</h1><div class="entry-meta">By <span class="posted-by vcard author" itemtype="https://schema.org/Person" itemscope="itemscope" itemprop="author"> <a title="View all posts by Flor Laorga" href="https://www.aitimejournal.com/author/flor-laorga/" rel="author" class="url fn n" itemprop="url"> <span class="author-name" itemprop="name"> Flor Laorga </span> </a> </span> / Updated October 7, 2024</div> </header> <div class="entry-content clear" ast-blocks-layout="true" itemprop="text"> <figure class="wp-block-image size-large"><img decoding="async" width="1024" height="538" src="https://www.aitimejournal.com/wp-content/uploads/2024/09/Martin_S._Bekken_AITimeJournal_Interview_1200x630-1024x538.jpg" alt="" class="wp-image-50215" srcset="https://www.aitimejournal.com/wp-content/uploads/2024/09/Martin_S._Bekken_AITimeJournal_Interview_1200x630-1024x538.jpg 1024w, https://www.aitimejournal.com/wp-content/uploads/2024/09/Martin_S._Bekken_AITimeJournal_Interview_1200x630-300x158.jpg 300w, https://www.aitimejournal.com/wp-content/uploads/2024/09/Martin_S._Bekken_AITimeJournal_Interview_1200x630-768x403.jpg 768w, https://www.aitimejournal.com/wp-content/uploads/2024/09/Martin_S._Bekken_AITimeJournal_Interview_1200x630.jpg 1200w" sizes="(max-width: 1024px) 100vw, 1024px"/></figure> <p></p> <p><a href="https://www.linkedin.com/in/martinbekken/" target="_blank" rel="noreferrer noopener follow external" data-wpel-link="external">Martin S. Bekken</a>, who leads AI initiatives at <a href="https://news.microsoft.com/source/" target="_blank" rel="noreferrer noopener follow external" data-wpel-link="external">Microsoft</a>, shares his fascinating journey from medical studies to technology and how this transition shaped his approach to solving business challenges. He offers valuable insights into the differences between ambitious and conservative companies, the evolving role of automation and AI in the workforce, and the unique dynamics of the Norwegian market. Whether you’re curious about the future of work or interested in how AI can drive tangible ROI, this conversation covers it all—read on to learn more!</p> <p><strong>Transitioning from medicine to technology is a significant career shift. What inspired you to make this bold decision, and how has your background in medical studies influenced your approach to business and technology? </strong></p> <p>My decision to shift from medicine to technology came from a blend of passion and practicality. I’ve always been drawn to the detailed, analytical aspects of medicine—understanding complex systems and helping people at a deep level. However, as much as I enjoyed the subject, I realized I was missing something: the hands-on, practical side of things and a stronger element of human interaction. There was also a certain sense of creativity I wasn’t tapping into, which I later found more abundant in the tech world. My medical studies, though I didn’t complete them, taught me invaluable lessons that still influence my approach to business and technology. In medicine, understanding a patient’s complexity and seeing how everything ties together is essential, and I’ve carried that mindset with me. I’ve learned to truly listen, identify the core of a problem, and consider the broader context before proposing solutions—just like diagnosing a patient before prescribing treatment.</p> <p>In business, I often think of the company as the “patient” and technology as the “medicine.” You can’t start with the solution; you have to deeply understand the problem first. This approach—along with a strong focus on details and the ability to make decisions even when all the information isn’t available—has been instrumental in navigating the fast-paced, often ambiguous world of tech. Sometimes, taking action, even if it’s not 100% perfect, is more valuable than inaction.</p> <p><strong>You’ve worked with some of Norway’s most ambitious companies. What common traits do you observe in these companies, and how do they differ from more traditional or conservative businesses in their approach to technology?</strong></p> <p>I’ve been fortunate to collaborate with some of Norway’s most ambitious companies across a variety of industries—legal, financial, shipping and logistics, healthcare and science, and the public sector. While these companies vary in size, complexity, and their competitive landscape, they share several key traits that set them apart from more conservative organizations.</p> <p>One of the most striking similarities is the attitude of their top management. Ambitious companies are often led by leaders who are willing to take data-driven risks. They don’t shy away from experimenting with new technologies or ideas, and they understand that failure is part of the process. They foster a culture of openness—sharing their experiences, inviting diverse perspectives, and learning from others. This openness to collaboration and new viewpoints accelerates their ability to innovate. Another commonality is the emphasis on people. These companies don’t just invest in technology; they invest in their employees. They empower their teams to develop the skills they are passionate about, and they provide the freedom to make decisions—even if that means failing fast and learning from those failures. This level of trust and encouragement to take initiative creates a dynamic and innovative work environment, where employees feel valued and motivated to push boundaries.</p> <p>Diversity is another key factor. The companies I’ve worked with value diversity not just in terms of ethnicity or gender but also in terms of domain knowledge, educational backgrounds, and most importantly, diversity of opinion. This diversity enriches their problem-solving capabilities and allows them to approach challenges from multiple angles, which is crucial in today’s fast-paced business environment. In contrast, more conservative businesses tend to struggle with technology adoption for several reasons. They are often led by management that is more risk-averse, preferring to stick with traditional methods rather than experimenting with new technologies. This caution often leads to missed opportunities, as they are slow to adapt to changes in the market. Additionally, these businesses may not place as much emphasis on employee development or diversity, which can lead to stagnation in creativity and innovation.</p> <p>Successful companies also prioritize agility. They are quick to pivot when needed, adapting to new information or shifts in the market. In contrast, conservative companies tend to be more rigid in their approach, which can cause them to fall behind as the market evolves. In today’s world, staying static is essentially moving backward. Ultimately, the ambitious companies I’ve worked with thrive because they’re willing to invest in people, take calculated risks, embrace diversity, and adapt quickly to change. These traits are becoming essential in today’s competitive landscape, and companies that fail to adopt them risk falling behind.</p> <p><strong>The future of work is a hot topic with the rise of automation and AI. How do you see these technologies reshaping the workforce, and what advice would you give to individuals looking to future-proof their careers?</strong></p> <p>Automation and AI are undeniably reshaping the workforce, and I’m seeing a clear shift in expectations, particularly from new talent entering the job market. Many of the companies I work with report that candidates now often ask how the company invests in its employees, the digital tools they use, and how they’re helping people stay ahead with the latest technology. This is a big change from just a few years ago—employees now expect more from their employers, and they’re seeking environments that foster growth and innovation.</p> <p>In terms of advice, I would say adaptability is key. The economic and technological landscape is moving faster than ever, and those who are willing to embrace change will be best positioned for success. It’s essential to make sure your employer is invested in your future—whether that’s through continuous learning opportunities, access to the best digital tools, or creating the conditions for you to develop your skills. Staying curious and flexible, and ensuring you have a supportive employer, are critical factors in future-proofing your career in this rapidly evolving environment.</p> <p><strong>Beyond the professional sphere, what personal passions or interests drive you, and how do they intersect with your work in AI and technology?</strong></p> <p>What truly drives me is being part of a team that works together to achieve shared goals and helps others succeed. I thrive on interacting with curious minds who challenge my perspectives and inspire me to explore new ideas. I find myself most engaged at the intersection of business and technology, learning about new industries and tackling common challenges.</p> <p>An important aspect of my journey is that I have been diagnosed as bipolar. This affects various areas of my life, both positively and in more challenging ways. It has shaped my personality to seek out environments where thinking differently is embraced, and where creative ideas and diverse perspectives are valued. I have a strong need for freedom and creativity, but I also rely on supportive people who are open to brainstorming and who feel comfortable letting me know when my “super brilliant” idea might not be so brilliant after all.</p> <p>In the early stages of my career, I didn’t always account for how my condition influenced my work habits. I sometimes lacked structure and discipline in administrative tasks and staying organized. Recognizing this, I’ve been continually working on improving these aspects. I’m fortunate to have many supportive people around me, both personally and professionally, who help me stay on track. I love fast-paced environments that are always evolving, which reminds me of my time as an athlete. In sports, you train daily, focusing on the finer details, and then come together as a team to compete—win or lose. That process of continual improvement and teamwork mirrors how I approach my work in AI. Just as athletes push their limits to achieve new personal bests, I strive to push the boundaries of what’s possible with technology.</p> <p>These personal passions and experiences fuel my professional endeavors. They remind me that success isn’t just about individual effort, but about collaboration, perseverance, and embracing different ways of thinking. Whether on the field or in the office, it’s about bringing together diverse talents and perspectives to achieve something greater than any one person could accomplish alone.</p> <p><strong>Many companies are still hesitant to invest in AI due to concerns about ROI and complexity. How do you address these concerns and help businesses see the tangible benefits of AI adoption? </strong></p> <p>Addressing concerns about ROI and complexity starts with understanding that, like any investment, companies seek clear business value. Sometimes the return on investment is straightforward to measure; other times, it’s not immediately apparent. In my experience, many companies are not hesitant to invest in AI because they are keen to understand how it will impact their industry and operations, both directly and indirectly. They want to align their investments with these impacts thoughtfully.</p> <p>I’ve found that business leaders and knowledge workers are eager to learn about AI and explore its possibilities. They see it as a way to gain a competitive edge, maintain their market position, and attract top talent. In the early days of AI, there was more skepticism around ROI because the technology was often promoted for being new and flashy without a clear use case or a specific business challenge to solve. It’s like introducing a new play in sports without knowing how it fits into the overall game plan—it’s hard to see the value if the strategy isn’t clear.</p> <p>Back then, AI initiatives were frequently led by IT departments without full buy-in from the business side. Today, however, there’s a more unified approach. Companies now have common goals and a shared understanding that technology and innovation are key elements across the entire organization, not just within IT.</p> <p>To address concerns about ROI and complexity, we start by helping businesses identify specific areas where AI can make a tangible difference. This involves understanding their unique challenges, goals, and the markets they operate in. By focusing on clear use cases—such as improving customer service through chatbots or optimizing supply chains with predictive analytics—we can demonstrate how AI delivers measurable benefits. Similarly, consider the automotive revolution initiated by Henry Ford. Before mass production, cars were a luxury item with unclear returns for most people. Ford’s innovations made automobiles accessible and fundamentally changed society. Businesses that failed to recognize this shift were left behind.</p> <p>Another historical example is the Ottoman Empire’s reluctance to adopt the printing press after Gutenberg’s invention. Their resistance to embracing new technology contributed to their decline, while others who adopted it moved ahead. It’s a reminder that staying on the sidelines can carry greater risks than investing in innovation. By drawing these parallels, we help businesses see that while the initial investment in AI might seem daunting, the long-term benefits often outweigh the costs. We encourage them to start with pilot projects that have clear objectives and measurable outcomes. This approach allows them to see tangible results and build confidence in the technology.</p> <p>All things considered, we address concerns by making AI practical and relevant to their specific needs, breaking down complexity into manageable steps, and demonstrating real-world benefits through successful examples and analogies.</p> <p><strong>The Norwegian market has its unique characteristics. How do you tailor AI and cloud solutions to meet the specific needs of local companies, and what challenges have you faced in doing so?</strong> </p> <p>The Norwegian market indeed has unique features that shape how we approach AI and cloud solutions for local companies. One characteristic that stands out is our relatively small population, with a significant portion working in the public sector. This means innovation often relies on individuals willing to take risks and drive new initiatives.</p> <p>However, Norway also has many strengths that set it apart. We’re fortunate to have a mature infrastructure and a high rate of technology adoption both personally and in business. This creates a solid foundation for implementing advanced AI solutions. Many of our companies are looking to use AI to either enhance the quality of their services or streamline their processes, and sometimes both. We have a wealth of deep domain knowledge in sectors like industry, maritime, and energy. Think of it like a well-trained sports team—we have the expert players; now we just need the right strategies to win the game. AI has become more accessible and easier to use, which means these domain experts can leverage technology to gain better insights, make well-informed decisions, and automate routine tasks.</p> <p>Tailoring AI solutions starts with understanding each business’s unique needs, investment plans, market opportunities, and the specific challenges they’re aiming to solve. While out-of-the-box solutions can cover a lot of ground, there are times when a custom approach is necessary to meet a company’s specific requirements.</p> <div class="ss-inline-share-wrapper ss-stretched-inline-content ss-small-icons ss-with-spacing ss-rounded-icons"> <p class="ss-social-share-label"> <span>Share via:</span> </p> <div class="ss-inline-share-content"> <ul class="ss-social-icons-container"> <li class=""> <a href="#" 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