Generative AI adoption across Europe: Look at regional divide

Generative artificial intelligence (Gen AI) has rapidly moved from an emerging technology to a key utility for millions of people in Europe. Tools like ChatGPT, Gemini, and Grok are now regularly used for a wide range of tasks, from personal projects to work and education. These AI tools can create new content—whether text, images, code, or videos—based on patterns and data gathered from existing examples.

According to Eurostat, about one-third of people in the European Union, aged 16–74, used AI tools at least once in 2025. However, the adoption of these tools varies significantly across the continent. While Norway leads with 56% of its population using Gen AI, Türkiye sits with only 17%. Within the EU, Denmark stands at the top with 48%, while Romania records the lowest at 18%, Euronews writes. 

Widespread adoption in some countries

In 13 European countries, at least two in five people used generative AI tools in the three months leading up to the 2025 Eurostat survey. These include nations such as Switzerland (47%), Estonia (47%), Malta (46%), Finland (46%), Ireland (45%), the Netherlands (45%), and others. These countries generally exhibit a higher level of digital engagement, and their citizens tend to have better access to technology.

Countries below 25%

On the flip side, eight countries report Gen AI usage of less than 25%, indicating that fewer than one in four people have used AI tools. These countries include Serbia (19%), Italy (20%), Bosnia and Herzegovina (20%), North Macedonia (22%), and Poland (23%). Among the EU's major economies, Italy (20%) and Germany (32%) fall below the EU average of 33%, while Spain (38%) and France (37%) are slightly above this mark.

Generative AI adoption in Europe also reveals a stark north-south and west-east divide. Nordic and digitally advanced countries, such as Norway, Denmark, and Finland, lead the way, with high levels of AI usage. Western Europe also shows strong performance, though adoption rates are uneven. In contrast, southern, central-eastern, and Balkan nations show lower engagement with AI tools.

Factors behind the differences

According to Colin van Noordt, a researcher at KU Leuven University, the differences in adoption rates can largely be attributed to each country's digital infrastructure.

"The countries showing the highest adoption, like Denmark and Switzerland, are already very advanced in digitalisation," he told Euronews Next. "People there tend to have digital skills, use the internet more often, and have a general affinity for technology."

Without these foundational digital competencies, it is unlikely that AI tools will see widespread use, he added.

Van Noordt also emphassed that it’s not enough for people to have access to Gen AI; they must understand how it can improve their daily lives or work.

"Many people across Europe say they don’t use generative AI simply because they don’t know what to use it for. This shows that ‘AI literacy’ is a huge factor."

Interestingly, van Noordt observed that while many countries have robust government policies around AI, these initiatives don't always translate to higher adoption rates.

"While a government can stimulate, it is the underlying digital culture and practical skills of the citizens that seem to have a greater effect."

Personal use vs. work use

The majority of AI tool usage in the EU is for personal purposes. On average, 25% of people use AI for personal reasons, compared to 15% who use it for work. In countries like the Netherlands, the gap between personal and work use is smaller—28% use AI for personal tasks and 27% for work. However, in countries like Greece, personal use far outpaces work use, with 41% using it for personal tasks versus only 16% for work.

Van Noordt suggests that the lower adoption in workplaces might be due to uncertainty about how AI can positively contribute to professional tasks.

"It is still unclear what to use it for with a positive contribution," he said.

Despite the increasing use of generative AI tools in many areas, their application in formal education remains limited. Only 9% of people in the EU reported using AI for educational purposes. Countries like Sweden and Switzerland lead with 21% of people using AI tools in education, while Hungary has the lowest adoption rate at just 1%.

By Sabina Mammadli