About the speaker
Klarna put a lot on the line: With a multi-million dollar marketing budget and stars like Snoop Dogg and Paris Hilton, the payment company transformed itself from a dry B2B provider into a lifestyle brand. It was a move that could have easily failed. When ChatGPT hit the market, the leadership team experimented immediately and replaced part of their software—years before the current discussions of a "SaaSpocalypse". One of the key figures behind this story is David Sandström. As Chief Marketing Officer, he co-managed Klarna’s brand transformations and turned the Swedish "Buy now, pay later" provider into one of the most famous fintechs in the world. Today, the company boasts 118 million active users across 26 markets. It is one of the few European fintechs to successfully break into the U.S. market. Simultaneously, Sandström must convince the capital markets, as the stock price has recently suffered following a U.S. IPO. What is the Swedes' marketing playbook? How can AI help continue to "shrink" the company? How does the billion-dollar fintech plan to position itself against strong competitors like Revolut or Trade Republic? David Sandström will discuss these topics at OMR26 on the HBO Max Stage.
David Sandström at OMR
AI search has changed the rules of the game. Customers no longer just enter search queries and scroll through results—they ask questions, and the AI decides. Therefore, your brand's visibility is no longer just a matter of ranking, but above all, a matter of trust. For marketing leaders, this shift is a reality: AI systems recommend brands or overlook them—often before a single click occurs. Success doesn’t go to the brands with the biggest budgets, but to those the AI trusts. This trust stems from real human experiences. In this masterclass, Trustpilot shows what has changed due to AI search and what marketers should do now to sustainably secure their visibility.
Omr Festival 26 doesn’t happen twice.
Join thousands of marketers at OMR Festival 2026. Hits Hamburg on May 5–6. Be part of it – or hear about it later.