Recent data show that AI use is rapidly becoming part of daily life and work across OECD countries.
In 2025, over one-third of individuals reported using generative AI tools, confirming how digital skills and technologies are reshaping learning, creativity, and productivity. However, uptake varies widely by age, education and economic status, pointing to ongoing digital inclusion challenges.
At the same time, business adoption is gaining traction but remains uneven. About 20% of firms reported using AI in 2025, more than doubling from 8.7 % in 2023. Organisations of all sizes explore automation, innovation and competitive edge, but the approach strongly differs in relation to enterprises size and sectors of application – in fact, growth is strongest in ICT, accommodation and service sectors, while smaller companies and traditional industries continue to expand their use of AI more gradually.
Source: AI use by individuals surges across the OECD as adoption by firms continues to expand, OECD
Source: OECD ICT Access and Usage Database, January 2026.
While these tools democratise innovation, allowing to unlock insights, automate processes, and deliver personalised service, this increase ties directly into broader digital transformation strategies central to EU innovation frameworks: scaling adoption helps drive productivity, competitiveness, and new business models across European markets. In fact, AI is not just a tool for efficiency: it’s shaping how people learn, work, engage with public services and with the job market as a whole.
In other words, these trends not only reflect market opportunity but also underline the importance of policy coherence to support investment, skills development, and ethical frameworks that align with EU digital and economic priorities.
Opportunities and Policy Priorities for Europe
By highlighting uneven access and participation, the OECD data reinforce the need for policy action on digital skills, inclusive education and governance frameworks that protect rights while enabling innovation. Looking ahead, collaboration between governments, academia and industry will be key to bridging adoption gaps. Shared insights on generative AI use, digital literacy programmes, and frameworks for fair and safe AI deployment can empower individuals and SMEs alike.
Ensuring that the diverse society groups meaningfully benefit from AI is central to sustainable growth and societal resilience in an increasingly digital Europe. Nonetheless, such a goal can be met only via a shared commitment to inclusive innovation and community empowerment between actors from the most diverse sectors. In line with these needs, the SMART Project promotes ethical, human-centred AI and digital skills development, in order to build towards equitable AI adoption, fostering responsible digital transformation across Europe through stakeholder engagement to capacity building activities.
By tracking real-world AI trends and responding with targeted support, European initiatives can help ensure that AI drives not just technological progress, but also broad-based social and economic opportunity.
Remain in the loop of SMART information, subscribe to the project Newsletter!
