Technological innovation has become a significant force behind economic growth across Europe. Digital tools help businesses work faster, reduce inefficiencies, and respond more accurately to changing demand. From automation to data-driven planning, technology now shapes how companies operate at every level.
Logistics shows this clearly. Blockchain-based tracking has improved transparency and reduced delays, allowing firms to scale operations while keeping costs under control.
Technology has also reshaped entertainment. The online sports betting industry is a clear example of this. New tools such as the betting calculator at Unibet allow users to analyse odds more precisely and make better-informed decisions, changing how people approach betting altogether.
At the same time, artificial intelligence stands out as the most significant development. Around 20% of EU companies already use AI systems, and adoption is expected to rise further as businesses continue to invest in smarter technologies.
Where AI Is Developing Fast And Where It’s Not
Across the EU, some countries have taken the lead with AI, while others are still catching up. In 2025, Denmark had the highest usage rate; 42% of businesses use some form of AI. Finland followed with 37.8%, and Sweden with 35%. These countries benefit from strong infrastructure, public investment, and solid digital foundations.
In contrast, countries like Romania (5.2%), Poland (8.4%), and Bulgaria (8.5%) are further behind. This gap often comes down to fewer resources, less access to funding, or a smaller talent pool.
The divide is clear, but it also points to potential. Countries that are behind could gain ground by focusing on tools that address specific local needs, such as small-scale automation or customer service bots for small businesses.
Which AI Tools Businesses Are Actually Using
The most commonly adopted tools are those that help with content and communication. Text analysis comes first, with 11.8% of companies using it, usually for customer feedback, emails, or product reviews. Next are tools for generating images, videos, or audio, used by 9.5% of firms to support marketing without hiring extra designers.
Writing and speech tools are close behind. About 8.8% of companies use AI to generate text or audio, while 7.2% use it to convert speech to text. These tools are growing steadily. Between 2024 and 2025, text analysis alone rose by 4.9 points.
A company might use AI to scan thousands of customer reviews, identify what people like and dislike, and adjust its offerings. That kind of data helps teams act faster and with more confidence.
AI Sits on Top of Broader Digital Growth
AI is only one part of Europe’s broader digital shift. By 2024, 74% of businesses had adopted at least four digital tools, from cloud services to online platforms. Among large companies, this number reached 98%. Small and medium-sized firms weren’t far behind at 73%.
Cloud usage made much of this possible. 45% of EU firms now rely on cloud services, most commonly for email (83%), file storage (68%), and office software (66%). In Finland, cloud adoption reached 78%, followed by Sweden (72%) and Denmark (69%). This setup makes it easier to plug AI into daily workflows, as systems are already connected.
Digital habits among citizens are growing as well. In 2024, 47% of users accessed public services online. Denmark stood out with 79%. Online shopping reached 77%, and 72% of people used digital banking.
How to Overcome the Skills Gap
Even though more companies are open to AI, many still struggle with finding the people to run it. Tools alone aren’t enough. If staff don’t know how to apply them, they don’t deliver value.
Focus on Practical Training
Workshops, short courses, and hands-on sessions often work better than long academic programmes. The goal isn’t to turn staff into data scientists, but to help them understand how tools such as language models, automation, and analytics can improve their daily work.
Make AI Less Intimidating
A lot of the hesitation comes from fear: fear of doing it wrong or of being replaced. That needs to be addressed early. Clear communication helps here. When teams know why a tool is being introduced, how it will help them, and that their job isn’t at risk, they engage more willingly.
Partner with External Support
Small businesses don’t need to build everything themselves. Freelancers, agencies, or public training initiatives can fill the gap. Many EU countries already fund digital upskilling programmes.
Outlook to 2026
AI isn’t slowing down. If anything, it’s about to move faster. More sectors are entering the space, including healthcare, logistics, agriculture, and local government. Tools are also getting easier to use. What used to require coding can now be done through simple dashboards or chat-based interfaces.
Next year, we’ll likely see higher uptake in countries that are lagging today. The rise of regulatory clarity across the EU will also help. Businesses will know where they stand and how to deploy AI responsibly without guessing.
At the same time, demand for skilled workers will rise sharply. The focus won’t just be on tech talent, but also on people who understand how AI fits into operations, customer service, and product development.
Public trust will matter, too. As more decisions get shaped by algorithms, companies will need to explain how and why they use AI. Transparency, fairness, and accountability won’t just be legal requirements; they’ll shape customer loyalty.
The tools are here. The momentum is real. What matters now is how people use them and whether they do so with clarity, skill, and purpose.
