Though artificial intelligence plays a significant role across Europe’s corporate landscape, intensive use of the technology remains limited. A recent study from the European Central Bank (ECB) reveals that while about 70% of euro area companies employ AI, only 7% categorize their usage as intensive, going beyond occasional or moderate application.

The research highlights a clear connection between company size and AI adoption: larger firms are more likely to integrate AI tools. However, intensive AI utilization is surprisingly more frequent among younger and smaller companies, particularly in service sectors concentrated on high-tech and knowledge-driven industries like information and communication technology. These sectors benefit from robust digital infrastructure, access to extensive data, and a workforce with advanced technical skills, facilitating deeper AI integration.

Investment levels also distinguish intensive users from more casual adopters. More than 84% of intensive user companies have poured resources into AI, compared to only 34% among moderate users. Nearly all intensive users plan to continue investing this year, allocating roughly 20% of their total investment budgets toward AI-related initiatives. This contrasts with simpler AI applications, where license purchases alone are insufficient; fully embedding AI into core operations often requires substantial, long-term investments that can include customizing solutions and upgrading digital infrastructure.

Separately, research by PYMNTS Intelligence underscores the absence of a uniform approach to integrating AI into the workforce. Companies tailor their strategies based on industry-specific value creation—some hire AI experts directly, while others redesign work processes to merge human and machine contributions. Many firms adopt a hybrid approach reflecting the diversity of organizational needs.

There is growing agreement that AI will reshape rather than eliminate jobs, with half of surveyed CFOs anticipating the emergence of new roles demanding specialized skills. This shift points toward a future workforce increasingly focused on higher-value tasks enabled by AI-driven reallocation of work.