How leaders are protecting culture while AI rewrites how work gets done

Fortune

by Keith Ferrazzi, Ulrika Biesert

February 14, 2026

AI-Generated Deep Dive Summary

Leaders at Ingka Group, the largest IKEA retailer in 32 countries, are navigating the rapid integration of AI into daily operations by prioritizing their cultural identity and employee well-being. Unlike some companies that focus solely on efficiency gains, Ingka is taking a deliberate approach to ensure AI adoption aligns with its core values, such as togetherness, simplicity, and care for people and the planet. This people-first strategy reflects a broader shift among businesses: as AI transforms work, leaders must decide how much of the human element to preserve and how their organization’s culture will evolve. At Ingka, senior executives are treating AI as an opportunity to enhance, rather than replace, human contribution. The company’s leadership emphasizes that employees remain at the heart of its operations, even as machines take on more tasks. This approach is not just about preserving jobs but about ensuring that technology supports workers in meaningful ways. For example, Ingka evaluates new AI tools by asking whether they simplify or complicate work and whether they align with fairness, inclusion, and sustainability. The company’s commitment to ethical AI use extends beyond internal decisions. In 2021, Ingka joined the Partnership on AI (PAI) to promote responsible technology development. This partnership reflects a broader recognition that AI decisions carry cultural and ethical weight, requiring leaders to consider not just functionality but alignment with organizational values. Ingka’s Digital Ethics Group Rule further solidifies this commitment by ensuring any AI partner or tool meets strict criteria for robustness, fairness, inclusion, and sustainability. This approach matters because businesses are increasingly expected to balance productivity gains with ethical considerations. By prioritizing human centricity in AI adoption, Ingka is demonstrating how a strong culture can coexist with technological progress. While no single model exists for AI-driven success, companies like Ingka show that aligning technology with core values can help maintain trust, accountability, and employee commitment. Ultimately, the story of Ingka Group highlights the importance of leadership choices in shaping an organization’s future as AI becomes more embedded. By treating culture as a filter for technological change, Ingka is not only modernizing its operations but also reinforcing its reputation as a values-driven company. This strategy offers a roadmap for other businesses: prioritize people, define clear ethical boundaries, and ensure AI serves as a tool to amplify human potential rather than replace it.

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Originally published on Fortune on 2/14/2026