Swedish companies prefer Claude over ChatGPT

A shift that shows in card transactions

The report is based on data from over 26,000 Swedish companies’ card transactions. In the first quarter of 2026, spending on AI services increased by 264 percent compared to the same period last year. Claude accounted for 34.5 percent of AI costs, just ahead of ChatGPT at 33.6 percent. Just a year ago, OpenAI was around 70 percent.

Claude has also grown by over 3,500 percent in the past year according to the same data. The experiment stage is over. AI now has a given place in the marketing budget, side by side with the major advertising platforms.

Why are more people choosing Claude?

One of the biggest reasons is Anthropic’s unique way of training the model. Instead of relying only on human feedback, Claude is given a set of principles to follow. This makes it behave more consistently, especially when it comes to safety, ethics, and complex questions.

Many companies also appreciate Claude’s ability to handle significantly longer documents and more complex tasks without losing focus or context. For example, you can upload an entire year’s campaign history, competitor analyses, and your own brand guidelines at the same time and get back a cohesive and structured answer.

Security and data protection also weigh heavier for Swedish companies. Anthropic has built the model with stronger frameworks for responsible AI from the very beginning. This is particularly important in B2B and e-commerce where sensitive customer and business data is handled on an ongoing basis. Most companies run several AI tools in parallel, and then it comes down to choosing the right tool for the right task.

Practical differences in marketing

In marketing, the biggest differences show up in copy and analysis work.

Many users find that Claude writes more natural and nuanced text that better adapts to the tone you want. The result often feels less generic and more like something a skilled copywriter would produce.

When it comes to analysis, Claude often delivers sharper and more structured insights from large and complex material – for example in competitor analysis or evaluation of previous campaigns. It readily suggests concrete next steps instead of superficial summaries.

Cost-wise, Claude is not always cheaper per token than ChatGPT. But the higher quality of the output can give better ROI overall, since it leads to fewer iterations and less time spent correcting errors. This affects both campaign results and internal efficiency.

Features that make AI work easier

If you are already using or considering using Claude, there are several features worth knowing about. Here are some of the most important ones:

• Projects let you gather all relevant material in one place: brand guidelines, campaign history, and customer insights. Claude draws on this material in every conversation, so you do not have to repeat the context from scratch. On Team plans, you can also share projects and conversations with colleagues, which makes collaboration easier when several people work on the same customer or campaign.
• Cowork is a desktop tool where Claude works directly with your files and local applications. You set a goal and Claude completes the task without you having to manage every step. It is ideal for automating recurring work processes.
• Skills are saved workflows that you build once and then reuse – for example to analyze customer reviews, create ad copy according to a specific template, or summarize market data in a standard format. On Team and Enterprise plans, these workflows can be shared across the entire organization.

What you should try now

Run parallel tests with your regular tasks, for example by writing product descriptions, analyzing competitors’ campaigns, or preparing material for a customer meeting. Compare the output from Claude with your current solution.

Pay particular attention to how the models handle your own data and guidelines. The real value emerges when you start building proper workflows instead of just chatting. At BBO we see every day how the right combination of tools reduces costs and improves results.