Women who build what's next – The future shaper

Anna Eckerborn Olsson, Product Manager in Vend’s Department of AI, is looking ahead at how rapidly evolving technology will reshape how we work, collaborate, and solve real human needs. With a focus on responsible innovation and diverse perspectives, she sees enormous opportunity in the future if we choose to shape it intentionally.

Where do you see your field of technology evolving in the next 5–10 years?

Given the pace of development we’ve seen over the last years, months, and even on a daily basis this is difficult to answer. That said, I believe that what we will be able to achieve in the coming years by leveraging this technology will exceed what we can imagine today. But it won’t happen by default. It requires that we actively, intentionally and responsibly explore, experiment, and adopt these technologies with real needs at the centre. 

When doing so, it’s also clear that we need to embrace rethinking how we work and collaborate to truly leverage what is now possible. We are already feeling this shift strongly within the project and space where we are operating today, and this will only increase. Whilst this, on one hand, can feel overwhelming and a bit scary at times, it’s also incredibly exciting to think that it enables us to solve real needs we previously could not even imagine solving.

What gives you optimism about the future?

What gives me optimism about the future is how the pace of development we’ve seen in recent years, months, and now almost daily, enables us to solve real needs for users, customers and society as a whole. Needs we previously could not even imagine addressing.

On one hand, the pace can feel overwhelming, and even scary at times. It challenges how we think, work, and collaborate at the core. It presents new challenges we did not foresee. On the other hand, that is exactly what excites me. Constraints once accepted as fixed are becoming flexible. Problems that felt too complex or too resource-intensive can now be approached differently. If we stay focused and thoughtful in how we apply and embrace these technologies, the opportunity to create meaningful impact is significant. That is what makes me optimistic about the future.

How can organisations better support women entering or advancing in tech?

I am fortunate to work in an environment where I see women leading, influencing, and delivering real impact. I’m inspired by many on a day-to-day basis - and I don’t take that for granted. Representation shapes belief. It shapes what I believe is possible, and what young women at the start of their careers dare to aim for and dream of.

Diverse perspectives also build stronger organisations - ours is one example of that. But structural barriers do exist in our industry as a whole - some visible, others subtle but persistent. Fewer women in senior roles, slower progression, differences in who gets interrupted and whose ideas are amplified.

Supporting women entering and advancing in tech is not about encouraging resilience; it is about showing up in everyday interactions and designing organisational systems to make opportunities visible, growth paths transparent, promotion criteria explicit, and sponsorships intentional.

There is still work to do. Progress will not happen by default. And that is a leadership and organisational responsibility.

What message would you share with the next generation of women in technology?

Technology and products are not neutral. It reflects the people who build it - their assumptions, experiences, and ways of thinking. That is why different perspectives, approaches, and leadership styles are not just welcome, they are necessary.

I am where I am because people believed in me before I fully believed in myself. If I can pass one thing on, it is that you know more than you think, and your contribution matters earlier than you assume. So be curious, trust your perspective and dare to take that chance.