‘So much potential’: Nicole van Det aims to take AI to the next level with Accenture’s new market unit

For Nicole van Det, one thing is clear: 2026 is the year. Having recently taken up her role as CEO of Accenture’s new market unit Netherlands & Nordics, she is fully aware of the weight of this moment: the time has come for Europe to finally take a leap forward with AI. With the new market unit, she is eager to give companies a strong push in the right direction. “There is so much potential in the Netherlands and the Nordics – now we simply need to show the courage to act.”

Standing still does not seem to be part of Nicole van Det’s DNA. After two and a half years at the helm of Accenture Netherlands and more than two years as Client Account Lead for EMEA and Global, she stepped into a new role within the global consultancy last month.

Not that she was necessarily looking for something new. But when she was asked, she couldn’t say no. “It’s partly my own fault,” Van Det says with a laugh.

“In the Netherlands, we grew beyond what they thought was possible. Together, we then concluded that the Netherlands is a perfect fit with the Nordic countries.”

Within this new combination, the Netherlands takes on a leading role, with the aim of significantly growing Accenture’s presence across the Nordic countries – Denmark, Norway, Sweden, Finland, Latvia and Lithuania in this case. “And we also want to grow further in the Netherlands,” Van Det emphasizes. “My ambition is to double the size of the entire market unit in a short period of time.”

A unique combination

Now just over a month into her role as CEO of Accenture Netherlands & Nordics, Van Det’s enthusiasm has only increased. “Of course, I already knew the Netherlands well – and the more I get to know the Nordics, the more opportunities I see. There is so much potential.”

For her, this confirms that Accenture made the right strategic choice with this new combination. “The similarities between these countries are significant: they are all highly digital-native. They consistently rank among the most digitally skilled countries and are among the fastest to embrace AI.”

Eurostat research shows that in 2023, 83% of Dutch citizens and 82% of Finns possessed basic digital skills – well above the EU average of 56%. And in 2025, 42% of Danish, 38% of Finnish, 35% of Swedish and 33% of Dutch companies were using AI. The EU average stands at 20%.

“This region is uniquely positioned to lead Europe – and the world – in innovation and AI.”

Van Det also points to the strength of institutions in the region. “Everything is very well organized: governments are relatively advanced in digitalisation, with Denmark leading the way – 93% of Danish internet users handle all of their government affairs online, the highest score worldwide. There is also clarity in legislation about what is and isn’t allowed. This creates a stable and transparent playing field for companies.”

“That combination – high digital skills, rapid AI adoption and strong institutions – is something you don’t see anywhere else in Europe in this form,” Van Det says. “It uniquely positions this region to lead Europe – and the world – in innovation and AI.”

Europe under pressure

There is, however, an important caveat. Despite these strong fundamentals, many companies remain stuck in pilot phases, instead of truly integrating AI at scale into their strategies and core processes.

This fits a broader European sentiment. At a time of rising geopolitical tensions – which have further intensified in recent weeks – technology has become a strategic capability for Europe, with digital sovereignty and competitiveness increasingly under pressure. Zooming in on the Netherlands, productivity growth is lagging – at a time when simply adding more people is not a viable option.

This only increases the urgency of scaling AI. “For various reasons, many companies have been somewhat cautious until now,” Van Det acknowledges. “It takes vision and ambition to continue investing decisively during economically challenging times.”

The year of scaling

Despite – or perhaps because of – this sentiment, she now sees a turning point. “Europe seems to have woken up. It’s time to show courage – and I truly see that courage emerging all around me. 2026 will be the year we leave experimentation behind and really start scaling. The direction is clear; now we must accelerate.”

By “we,” Van Det, who sits on Accenture’s Global Management Committee, also refers to Accenture itself. “We, too, can show even more ambition and commitment, and that is exactly what I am pushing for. We want to be the market unit where innovation and scaling truly happen.”

“The days of waiting for the major countries to take the lead are over. We must take the initiative ourselves.”

Accenture can draw on a global network as well as experience and expertise from across the world. “Together, we bring Accenture’s full capabilities to this market unit. When you look at what we’ve achieved globally – fully automated factories in Asia, for example – there’s no reason why that couldn’t happen here as well.”

Frontrunners

Van Det maintains that the region is already far more advanced than often assumed, across multiple sectors. According to various international benchmarks, Northern Europe ranks among the global leaders in digitalisation of the public sector, energy infrastructure and data-driven decision-making.

“Take Finland, which is leading Europe in defence,” she says. “Since 2022, the country has invested more than €4 billion extra in defence, and those systems are now also used for infrastructure and energy grid management. Other European countries are now coming to see how they did it.”

“What you see there is that AI is not deployed as a standalone project, but as an integral part of critical systems,” Van Det explains. “That is precisely what enables scale and structural productivity gains.”

She also sees data-driven operations rapidly maturing in sectors such as healthcare and logistics. “When you consider the impact AI can have on planning, capacity and waiting times, you begin to understand the magnitude of its societal and economic potential.”

Finally, she underscores the economic weight of the region. “Companies that originated here play a key role in the global economy,” she says. “Think of ASML, Europe’s largest listed company; Novo Nordisk in life sciences; or Maersk in global logistics. These are all pillars of the world economy.”

Van Det looks ahead with confidence and optimism. “All the ingredients are there. Now it’s a matter of action – for us and for the many outstanding companies in the Netherlands and the Nordics. This region has everything it takes to play a leading role within Europe. The days of waiting for the major countries to take the lead are over. We must take the initiative ourselves.”