Intensive AI use in firms driven by innovation, peer pressure
Intensive use of Artificial Intelligence, which drives transformation and macroeconomic gains, remains rare among euro area firms. A new ECB blog post identifies innovation, peer pressure, and diverse financing as key differentiators for these advanced AI users.
The few, the fast: intensive AI users
The adoption rate of AI is rapidly increasing, with over 70 percent of euro area firms reporting AI use in late 2025.
However, only 7 percent of these firms engage in intensive AI use, which is crucial for driving transformation and macroeconomic gains.
Intensive users are disproportionately found among smaller and younger firms, particularly within high-tech, knowledge-intensive services like the information and communication (ICT) sector.
These firms are typically highly digitalised, possess abundant data and computing infrastructure, and employ skilled technical workers.
Unlike early adopters who primarily seek cost reductions and operational efficiency, intensive AI users are motivated by growth and innovation, frequently mentioning employment growth, support for research and development, and the expansion of products and services as key drivers for their AI adoption strategies.
Peer pressure fuels AI adoption
Peer pressure is a key driver for intensive AI adoption, as firms intensify their use to avoid competitive disadvantage when peers invest.
This effect is most pronounced among incumbent firms, who feel threatened by technologically advanced young firms and high-performing peers, especially in dynamic sectors like ICT and professional services.
Intensive AI use, involving customised solutions and digital infrastructure upgrades, requires broader and more substantial financing.
Unlike moderate users, intensive users often combine multiple funding sources, with a greater reliance on bank loans in the euro area due to fewer direct market financing options.
Beyond the hype: real AI transformation
The study highlights that true AI impact requires deep integration, a systemic shift beyond mere adoption for most firms.
Policy support for skills, infrastructure, and knowledge sharing is crucial to help SMEs overcome significant barriers to intensive AI use.
Without such interventions, AI's macroeconomic benefits will remain concentrated among a small, dynamic segment of the economy.