Foreword
Europe stands on the brink of an AI revolution. The "Unlocking Europe’s AI Potential 2025" report reveals AI’s potential to transform businesses and public sector organisations, empower citizens, and fuel economic growth. AWS has been at the forefront of this transformation, providing the infrastructure, services, and applications which support innovation across sectors.
AI adoption in Europe has grown rapidly, with startups leading the charge. These companies are creating solutions that redefine industries, from healthcare breakthroughs to advanced manufacturing processes. In contrast, despite AWS working with a number of large enterprises in exciting digital transformation projects, across Europe established enterprises often remain in early adoption stages, and many citizens lack access to essential AI skills and opportunities.
Tanuja Randery,
Managing Director,
Europe, Middle East & Africa (EMEA)
This report underscores the pressing need to both accelerate and deepen technology adoption across the continent. Without decisive action, Europe risks falling behind agile challengers that are shaping the future of AI-driven business.
At AWS, our investments in Europe’s digital landscape - spanning cloud computing capabilities, localised AI tools, and dedicated training programs - helps organisations of all sizes move from AI experimentation to impact. In 2024 alone, we supported thousands of startups to scale their AI solutions globally and, alongside Amazon, committed to train over a million citizens on digital skills.
The road ahead is not without challenges. The cost of regulatory complexity, a critical AI skills gap, and fragmented public-private collaboration are hurdles we must collectively overcome. Policymakers have a unique opportunity to create a unified framework within a pro-growth Single Market that fosters innovation and ensures responsible AI development. Education systems must adapt, integrating AI literacy and advanced skills development into curriculums to prepare the workforce of tomorrow.
Together, we can make AI accessible to all, unlocking economic potential, improving lives across the continent and helping everybody prosper through the digital transformation that will define the next decade.
The recommendations in this report are based on the feedback and experiences of European businesses and citizens. I urge European governments, enterprises, and civil society to embrace them. AWS remains committed to our partnership with Europe.