The FINNISH AIRLINE’s SENIOR IR MANAGER IS SPEAKING AT AN UPCOMING IR IMPACT EVENT
As the use cases for AI in IR programs evolve, many teams are still wondering how to integrate the burgeoning technology into their daily workflows, all while ensuring their systems and data remain safe and secure.
For IROs who are still curious about best practices for AI – as well as those who want to explore cutting-edge applications of these tools across the capital markets – the upcoming IR Impact Forum – AI and Technology Europe, which takes place on Thursday, March 12 in London, aims to give you the knowledge and confidence to lead that transformation.
Ahead of the event, we spoke to Emilia Rannanniemi, senior investor relations manager at Finnair, who will be speaking about how she uses AI-driven market analysis to help benchmark her team’s IR performance and to free them up to concentrate on more strategic activities.
You’ll be talking on a panel titled ‘AI-driven market intelligence and benchmarking for the modern IRO’ at the IR Impact Forum – AI and Technology Europe. Which aspects of this important topic are you keen to explore?
I’m keen to explore how AI can help IR teams make market intelligence faster and comparable. Benchmarking today is still too often manual and fragmented, and I think AI offers a way to bring structure, speed and repeatability to what has traditionally required a lot of manual effort. AI can turn benchmarking from a time‑consuming, one‑off exercise into a continuous and fast process. It frees up IR teams to focus on interpretation rather than manual data handling, and it helps ensure that insights are both comparable and ready when needed.
What else are you looking forward to discussing at the event?
I’m looking forward to hearing how IR colleagues in other companies are using AI in their day‑to‑day work. There’s a lot of high‑level discussion around AI, but what I find most valuable are the practical examples: the specific workflows people have redesigned, the tools that genuinely save time and the approaches that have made a difference in how they gather insights or engage with investors.
My hope is to come away with concrete ideas and best practices that I can bring back and start implementing in my own work. Events like this are always a great opportunity to learn from peers who may have already tested approaches that others are only starting to explore.
Could you share some of the key milestones or achievements in your career so far – any memorable experiences or projects that have had a significant impact on you?
A few milestones have shaped my career in meaningful ways. The first came early on at Wärtsilä, when after only a year and a half in my first IR role I unexpectedly stepped in as interim Head of IR. Our three‑person team quickly became a team of one, and I had to prioritise ruthlessly to keep IR operations running. It was an intense period but also an empowering one: it confirmed to me that IR is the field I want to build my career in.
The second milestone was my time at Rovio. Only a few months after joining, the company received its first acquisition proposal, followed soon after by another that ultimately led to Rovio’s acquisition and delisting. Closing down the IR function as my final task was not what I expected when I joined, but it was a great learning experience. Our team navigated the process together with a healthy dose of black humour, and despite the uncertainty, we had fun working through it.
The third milestone is more personal but has had a profound impact on how I work. While still at Rovio, I went on parental leave, and the birth of my now two‑year‑old son has reshaped my perspective. It sharpened my prioritisation skills even further and reminded me of the importance of balance, something that has also made me more effective in my professional life.
What are some of the biggest challenges you have faced in your profession so far and what do you feel is the next big challenge on the horizon?
A constant challenge is managing the sheer volume of information while staying focused on what actually matters to investors. Expectations evolve quickly, and the IR role keeps expanding, covering regulatory transparency, market intelligence, ESG and AI readiness, just to name a few.
Looking ahead, the next major challenge will likely be integrating AI in a way that is scalable and value‑adding. IR teams will need to upskill and redesign processes to keep pace with technology.
If you were to give your audience at the Forum one piece of advice, what would it be?
My main advice would be to simply continue experimenting and share experiences. I think many of us are in the same place: learning by doing, testing things in small steps, and figuring out what actually adds value. There can be a perception that everyone else is already far ahead in AI adoption, but I believe that most IR professionals are still at the beginning of the journey. That’s why it’s so important that we share our experiences, successes and even failures. The more openly we exchange what’s working, the faster we can all bring practical AI benefits into our daily IR work.
How do you keep up with the latest trends and developments in your industry?
In the aviation industry, the most important sources of updates for me are industry and equity research as well as peers’ announcements. They provide essential context on market expectations, competitive dynamics and emerging trends.
From an IR perspective more broadly, events like this one are an excellent way to dive deeper into evolving trends in capital markets. They offer a chance not just to hear about new approaches, but to understand how other companies are putting ideas into practice.
I also benefit enormously from our tight and active IR society in Finland. Whether through formal events or casual conversations with colleagues in other companies, the exchange of insights is extremely valuable. Those interactions often highlight developments or practical solutions that I might not otherwise come across.
