AI uptake grows across EU strategic sectors, but integration lags

The share of firms using AI in EU strategic sectors rose from 7% in 2021 to 18% in 2025, according to the Joint Research Centre. Adoption increased across all strategic sectors, driven largely by more accessible, lower-cost general-purpose tools for analysing and generating content. Cultural and creative industries, media, energy and electronic communications lead uptake, while mobility, tourism and agri-food lag behind.

Much of the growth remains concentrated in marketing, sales and other accessible tasks rather than core production processes, where the greatest productivity gains are possible. Leading sectors use AI across a broader range of functions, including ICT security, research and production. Firms making structural organisational changes to integrate AI are more likely to deploy it in production, while adopting off-the-shelf tools does not necessarily translate into deeper integration.

A lack of relevant expertise is the most widely reported barrier across strategic sectors. Specialised skills shortages and regulatory uncertainty, including data protection and privacy concerns, are dominant bottlenecks. The findings support sector-specific policies combining digitalisation, skills development and organisational change, reflecting differences in industries’ infrastructure, workforce and customisation needs.