Artificial intelligence (AI) is no longer a futuristic technology; it's a reality. It is transforming the way companies operate, compete and create value. According to Eurostat's Use of artificial intelligence in enterprises report, in 2025 almost 1 in 5 companies in the European Union (EU) used AI technologies for their production or business activities. A year ago, it was 1 in 6. Growth has been very high and is expected to continue at this pace in the future.
Rapid adoption growth
The use of AI in European companies has grown rapidly. In 2021, only 7.7% of companies used it, while 19.95% did so in 2025, which represents an increase of more than 12 percentage points in four years.
This growth demonstrates that AI is moving from being a marginal innovation to becoming a key strategic tool in enterprise digital transformation.
What type of companies adopt AI the most?
Not all companies adopt AI with the same intensity:
- Large companies (more than 250 employees): about 55% already use AI.
- Medium and small enterprises (SMEs) have lower rates: 30% and 17% respectively.
This gap is explained by the resources available: the implementation of AI requires investment in technology, data and specialized talent, which is more accessible to large players.
Which areas of the company adapt AI the most?
Marketing and sales is the area of the company with the highest use of AI, with 34.70% of companies using it for this purpose. The second area with the greatest use is the area of administrative processes.
The areas where AI does not yet have a strong presence are logistics and innovation.
Barriers and challenges
Despite the growth, many companies still don't take full advantage of AI. According to complementary studies, the main reasons include:
- Lack of specialized AI experience and skills. It is necessary to ensure that teams have the appropriate training that allows them to adapt. The ease of use of AI tools is another key to improving the penetration of AI in the company. According to KPMG's Trust, attitudes and use of artificial intelligence: A global study 2025, the lack of training is a fact: 61% of users have not been trained in the use of AI, and nearly half say they have limited knowledge.
- Organizational barriers such as resistance to change and rigid structures. New processes generate friction and it is important to make the benefits known to employees and not impose solutions.
- Regulatory and data protection challenges, especially relevant in the European context.
This suggests that AI adoption depends not only on technology, but also on training, internal culture, and business strategy.
AI as a driver of competitiveness
Artificial intelligence is establishing itself as a key driver of business competitiveness in the EU. Although only 1 in 5 companies use it today, growth rates indicate that its adoption will continue to accelerate. Organizations that integrate AI with a clear strategy – combining data, talent and automation – will be better positioned to lead in an increasingly digital and competitive environment.
Is your company ready to take advantage of AI?