Europe has always been a center of technological innovation, acceptance and adoption. Just by reading this article online, you will have accessed the World Wide Web, used a programmable computer, and looked at a digital screen—all European inventions that had a truly global impact.

European regulations are also usually technologically advanced. The GDPR, for example, is a model now being imitated around the world. It therefore stands to reason that Europeans would widely adopt AI—arguably the greatest technological disruptor of modern times—into their workplaces and by their legislative authorities.

But in reality, conversations about AI in Europe’s boardrooms are increasingly defined by concerns about regulatory clarity, potential risks to jobs and security concerns.

This does not mean that the attitude of Europeans is one of negativity towards AI. In fact, it’s quite the opposite, with more than two-thirds of European workers trusting AI to bring value to their work processes, according to Freshworks Global Workplace AI 2024 Report. But it suggests that business leaders are navigating the tightrope between risks and opportunities around AI, perhaps more so than any major technology disruptor before it.

Addressing concerns

Concerns about the risks are, in many ways, valid. For many, AI is an unknown entity that has seemingly exploded into the public consciousness in the last year or two. The rapid advancement and adoption of AI-enhanced technology feels completely unprecedented.

In reality, as those in the tech industry are familiar with, people have been unwittingly using iterations of AI in their tech products for the better part of a decade. But in Europe in particular, this concern is a prevalent view, with European workers the most likely to say they have never heard of or know nothing about AI, and the least likely to consider themselves knowledgeable or experts.

Europeans at 16 percent they were also the least likely to say they used AI-enhanced software every day. Comparing this with nearly 40% of respondents in India and MEA paints a worrying picture that suggests European workers may be lagging behind their international counterparts, hampered by uncertainty and losing out on the time and cost efficiencies of AI.

To reiterate, Europeans trust AI to deliver these benefits. But they are, nevertheless, less familiar and habitual users of AI than their global peers.

So why is this the case?

First, regulatory clarity has been unusually rare in Europe. Different nations apparently had completely different attitudes towards AI. Some, like the UK, are staking their claim as leaders in AI development, while others, like Italy, are investing heavily in digital transformation. But many have taken a much more cautious approach, focusing on security and data transfer issues.

This regulatory vacuum has clearly hindered European businesses, with almost a third of workers surveyed stating that legislative uncertainty was the biggest obstacle to adopting more AI software in their departments.

The EU AI Act, the first comprehensive legal framework for artificial intelligence worldwide, entered into force on 1 August this year. It should help address key data and security concerns, as well as provide a sense of legislative clarity for national governments and businesses. For those outside the EU, the act acts as a role model and also sets the guidelines for operating or working with continental Europe.

Second, there are dual concerns about job displacement and skills shortages around AI. Indeed, the idea that we could be replaced by machines is often perpetuated in our movies, TV shows and books, and this concept has filtered into our work lives. Additionally, for Europe — a region already struggling in the war for talent — AI may seem like a bridge too far for companies struggling to source talent capable of using the tools effectively.

Unfortunately, these views are short-sighted. Yes, we are on the cusp of a new technological revolution, and yes, it will change our working lives. But so is every other technological leap before it. If we look back over the last 15 or 20 years, technological development has tended to be more accessible and easier to use, while improving our skills and making people better at their jobs – so of what should AI be different?

Like the rise of the iPhone or the PC, the tools that are easiest for the business user to gain instant value will be the ones that mark their territory in the industry. Marketers, customer service agents, or salespeople don’t need to be experts in large language patterns to get the most out of AI. Tools should be simple, effective and provide a return on investment.

The same logic applies to fears of job displacement. Humans will never truly be replaced by artificial intelligence – a sentiment echoed by most survey respondents around the world. To suggest that it would is akin to saying that the computer replaced the mathematician or the telescope replaced the astronomer—the tools simply advanced our ability to do our jobs more effectively and efficiently.

Race to hug

John F. Kennedy said, “Space exploration will go forward whether we join or not, and it is one of the great adventures of all time, and no nation that expects to be the leader of other nations can expect to do it. Stay behind in the race for space.” The same goes for AI – its exploration will continue whether we join or not, and no business that expects to be a leader in their field can expect to be left behind. All over the world, the “race to adopt” AI tools is underway and it is vital that European businesses that want to remain competitive do not fall behind.

As we stand on the precipice of this new era, our collective attitude to AI will shape the future of our industries and economies. By embracing AI with the right balance of caution and optimism, Europe can not only keep pace with the rest of the world, but also lead the way in integrating AI into our societies responsibly and effectively.