Lego CEO Niels B. Christiansen says artificial intelligence is another tool for the toy group, but that companies should worry about whether they are using it correctly.
In an interview with DR Nyheder, the head of the Billund based group described AI as a tool in the toolbox that can make everyone more productive. He said the company is embracing the technology, but not without limits.
Christiansen told DR he does not expect Lego products to be made by artificial intelligence alone in any foreseeable future. The aim, he said, is to let designers spend most of their time on the creative process rather than on administrative tasks and sub processes.
The group has not simply given free rein to AI across its workforce of 34,000 employees worldwide, according to DR. Product designers at the headquarters in Billund develop future minifigures and building sets, and Christiansen pointed to human intelligence as the source of that creative work.
Asked whether AI should be met with curiosity or concern, he answered that both are needed. Per his comments to DR, the concern should be about whether the technology is being used in the right way.
Record revenue and job security
Christiansen presented half year results this week showing revenue of 41.9 billion kroner in the first six months of the year. DR reports that the figure is a record high for the group.
Growth is one reason he is not worried that AI will cost jobs at the company. As stated by Christiansen, Lego is expanding and its creative processes are unlikely to be affected, though he repeated that the new tools must be used with care.
DR notes that AI has become a normal part of the Danish labor market in 2026, with employers increasingly seeking staff who have AI skills. In parts of the financial sector the technology has led to layoffs and reorganized tasks, and DR has previously reported that Danske Bank cut 230 jobs in Denmark and that Nordea also reduced staff following technological change.
The DR interview also lists cases where AI use went wrong. The Washington Post reported in 2024 that Air Canada was held responsible after its website chatbot gave customers incorrect answers, and the Danish trade outlet Markedsføring covered the backlash against Coca-Cola in the United States over an AI made version of its Christmas commercial.
Christiansen said there are pitfalls in artificial intelligence and that Lego is focused on not moving faster than it can control. With a brand as widely liked as Lego, he said, the company thinks twice before doing anything that could put it at risk.
The half year results were published earlier this week, ahead of the interview with DR.
