Since the breakthrough of ChatGPT and similar technologies, artificial intelligence has been on everyone’s lips. Yet its use in Austrian companies is far from widespread. According to an analysis by consultancy EY, only one third (33 percent) of surveyed firms currently use AI, and another third (32 percent) plan to introduce AI tools within the next year. Sixty-one percent remain skeptical and do not intend to adopt AI in the near future.
EY surveyed 100 executives from large and medium-sized companies with more than 100 employees by telephone between December 2024 and February 2025.
“AI has already made inroads into many Austrian companies, but there is still plenty of room for growth,” said Susanne Zach, Head of AI and Data at EY Austria. Firms must “stay on the ball” or risk falling behind. “In many areas AI is still in its infancy, and its full potential is barely tapped,” she added, noting that a wide range of applications could be implemented even on limited budgets, especially in industry.
The study finds that AI is mainly used by larger corporations and in the finance and consulting sectors, particularly in customer service and sales. Nearly three quarters (74 percent) of AI projects are simple, while only 17 percent have undertaken more complex initiatives. Many companies lack a clear AI strategy: just 36 percent have one in place, while 58 percent have no structured plan.
“Many firms have not defined goals or requirements for AI and don’t know what they want to achieve with it,” Zach explained. That makes measuring return on investment difficult: only 22 percent understand their AI ROI, and 29 percent know their AI-related costs.
Trust in AI also needs work. Only a third (34 percent) trust AI to develop accurate forecasting models. Slightly more (51 percent) trust it for research tasks. “You need a solid understanding of what AI can and cannot do,” said Zach. “We must build that trust to unlock AI’s full potential.”
Austrian companies also lag on the EU’s AI Act. While 77 percent have heard of it, only 19 percent have studied it in detail, and just 9 percent have taken compliance measures. EY advises firms to engage quickly with the new regulations. “Since February, training requirements and bans on high-risk systems have applied. By summer, transparency, risk and documentation rules for general-purpose AI models also kick in. Those who haven’t prepared may face serious consequences,” Zach warned.
