Generative AI Adoption Accelerating Among European Organisations, Insight Survey Reveals

August 5, 2023
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Key Takeaways

  1. According to the survey, 72% of European organisations are in the process of or have already established policies around generative AI within their businesses.
  2. The majority of respondents (52%) cited improved employee productivity as the primary motivation for adopting generative AI in the next three years.
  3. Security and safety issues remain a significant concern for 49% of companies when it comes to implementing generative AI, followed by quality control (43%) and legal and regulatory compliance (37%).
  4. A notable 92% of European business leaders believe AI will impact a broad range of roles, with data analyst/data scientist topping the list.

About Insight Enterprises

Insight Enterprises, Inc. is a globally acclaimed Solutions Integrator, boasting 13,000 teammates across the globe, dedicated to assisting organisations in accelerating their digital journey. Insight strives to modernise businesses and maximise the value of technology through secure, end-to-end transformation. For over 35 years, Insight has catered to clients’ needs through a comprehensive portfolio of solutions, extensive partnerships, and broad IT expertise. Renowned as a Forbes World’s Top Female-Friendly Company and a Great Place to Work, Insight consistently enhances its solutions and services through global scale, local expertise, and a world-class e-commerce experience.

Generative AI: The Catalyst for Digital Transformation

Generative AI technologies are fast becoming a focal point of digital transformation strategies among European organisations, as evidenced by the Harris Poll survey conducted for Insight Enterprises. The survey, which polled professionals at the director level or above from companies with 1,000+ employees, offers a glimpse into the current and future decisions these organisations are looking to make regarding generative AI technologies.

An overwhelming 72% of European organisations surveyed are either developing or have already implemented policies and strategies around generative AI. This suggests a strong inclination towards adopting this cutting-edge technology among European businesses.

Interestingly, only 6% of the business leaders surveyed indicated that they have no plans or intentions to adopt the technology in the coming years, further underscoring the shift towards AI-powered solutions.

Motivations and Challenges for AI Adoption

Over half of the respondents (52%) pointed to improved employee productivity as the key reason for adopting generative AI within the next three years. Enhanced customer service (44%) and automation of workflows across the organisation (39%) were the second and third most cited motivators for the adoption of generative AI.

However, the transition to generative AI is not without its challenges. Safety and security emerged as the main concern for 49% of respondents around generative AI implementation, followed closely by issues related to quality and control (43%), and legal and regulatory compliance (37%).

Nevertheless, a resounding 92% of European business leaders believe AI will impact a wide range of roles, with data analyst/data scientist roles expected to be affected the most.

Embracing the AI Revolution

Commenting on the findings, Adrian Gregory, Insight EMEA President, said, “This data clearly indicates AI’s growing importance to organisations when it comes to digital transformation. As a Fortune 500 Solutions Integrator, we support organisations accelerate their digital transformation journey by maximising the value of technology. Understanding how to best utilise generative AI will become essential to an organisation’s future success.”

With their comprehensive portfolio of solutions and extensive expertise, Insight is well-placed to guide businesses through this new technological landscape, helping organisations reap the benefits AI has to offer, from boosting productivity to enhancing customer service to improving automation workflows.


Generative AI is ushering in a new era of digital transformation, and as the Insight survey demonstrates, European organisations are eager to harness its potential. As adoption grows and organisations continue to navigate the challenges associated with AI implementation, Insight is committed to supporting them every step of the way, assisting in identifying high-value use cases to quickly and securely scale generative AI within their business environment.

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