The majority of European C-suite leaders plan to accelerate their AI investments this year, with three in four executives predicting 2025 to be a year of rapid change, according to new research from Accenture.

The global professional services firm’s latest survey, based on a poll of almost 2,000 European C-suite executives and workers across the continent, found that almost three-quarters (72%) of business leaders anticipate the rate of change this year will exceed that seen in 2024. 

The continued rollout of genAI is seen as a key driver of this change, both for businesses and the way individuals work day-to-day, with change management considered critical for organisations going into the new year.

More than half 58% of execs (58%) expect genAI solutions to be adopted at scale in 2025, up from just 37% in 2024.

Almost all European business leaders (87%) said they are planning to increase investment in genAI technology this year to meet the challenges facing European business.  

A quarter (26%) are doing so to enable their business to capitalise on advancements the technology offers, while 18% are doing so to maintain competitiveness, and a fifth said they will use the tech to manage future risk (19%). 

However, the data shows some disconnect between C-suite plans and their practical application within the workforce, with Accenture reporting that European enterprises are spending three times more on developing their genAI tech than they are on training and roll-out strategies.

Around a third of employees (35%) claimed that their organisation had never provide training in using genAI, while more than half of employees feel that comprehensive education on the tech would encourage them to better utilise it.  

As it stands, just 30% of workers recognised the potential value genAI could bring when applied across an organisation, showing that executives have to work harder to bring everyone on board with their plans.

That could start with building more trust. The survey found that over a third of employees in Europe (36%) think that genAI will lead their organisations to reduce workforce, which although lower than the global average, Accenture said is evidence that firms should make reskilling and upskilling priority in 2025.   

Recommended reading

• 86% of C-Suite Leaders Ready to Spend More on AI
• Deloitte: C-Suite Interest in GenAI Has Declined by 15%
• UK Gov’s New AI Sector Study | Key Data & Insights

“Europe is facing a now or never moment in terms of global competitiveness,” said Mauro Macchi, CEO for Europe, the Middle East and Africa at Accenture.

“Over the past year, AI agents have emerged as a significant development for companies looking to enhance their business and operations.

“To fully realise its potential, business leaders should revise their AI strategies, balance investment in technology with spending on training, and apply it comprehensively across their organisations. This approach will help achieve its full growth potential.”