How are businesses in Europe leveraging digital tools, online presence, and ever-evolving artificial intelligence?
European businesses have made significant progress in their digital presence, but they still need guidance to fully leverage the potential of digital tools and artificial intelligence.
This is the finding of a recent research study conducted by the team.blue leading European group, with more than 60 brands and 3.5 million customers across Europe, of which Papaki is a member, with the participation of 23 brands (84% SMBs, 16% medium and large enterprises), 32 countries, and 8,222 executives in senior positions.
Let’s take a closer look at the most important findings.
What companies “say”
They have adopted the digital basics
Most European businesses say they use essential tools such as websites (84.5%), social media (74%), and cloud storage tools (73%). However, far fewer seem to be using more advanced systems such as accessibility tools (15%) or CRM/booking tools (25%).
However, despite the widespread adoption of basic digital media, their use does not always translate into business results. This is because many websites function more as static pages that convey legitimacy, visibility, and trust in the brand rather than as active sales channels.
In fact, more than 40% report that their website brings in less than 10% of new customers, while more than half (50%) are unaware of its actual impact.
Businesses want to evolve, but face practical barriers
Although technological confidence, as stated by the companies themselves, appears to be high (7/10 on average), progress is limited by several very practical factors, such as:
- uncertainty about which solutions to choose (19%)
- lack of knowledge (17%)
- limited time or capacity (13%)
- difficulty in seeing the value (9%)
More specifically, larger companies find it easier to use collaboration and customer management tools, while very small companies prefer simple tools with immediate results and avoid those that require technical complexity.
Overall, tools that require constant adjustment, monitoring, or specialized knowledge are a significant barrier for smaller businesses.
Thus, a lack of time, technical expertise, or support leaves a considerable part of the available potential unexploited, creating a significant gap between basic and strategic digital presence.
The need they express is common: practical guidance, clear steps, and support for making the right decisions.
The adoption of artificial intelligence is increasing, but remains uneven
Nearly 1 in 5 companies (18.9%) already use AI extensively, while about 1/3 are testing or using it occasionally. The most common applications include:
- creating marketing content for websites, advertising, social posts,
- education, and learning new skills,
- handling admin tasks.
As it appears, marketing is often the first area where businesses realize the benefits of digital support.
In particular, the survey reveals that the first companies to adopt AI are newer companies or larger organizations, i.e., groups that tend to have greater flexibility, more resources, or greater curiosity to try new tools.
On the contrary, we observe that long-term companies seem less likely to adopt new tools or AI, as they follow established workflows and feel less pressure to change.
Interestingly, 53% of businesses using AI believe it will make them more competitive over the next two years, while 54% believe it will change the nature of their work.
At the same time, concerns about security and data protection (88%) remain very high. That is why companies are demanding transparency, reliability, and secure AI solutions.
Above all, businesses want clarity and simplicity
Across all areas of research, the strongest message is the need for clarity.
Businesses want to know:
- which tools have real value,
- how to use them effectively,
- how to measure impact.
The adoption of digital tools is driven more by trust in understandable solutions with results.
Thoughts on Europe’s digital future
The team.blue survey clearly shows that Europe’s digital future depends on how accessible and understandable technology becomes for small and medium-sized enterprises.
Businesses recognize the value of technology and see AI as a driver of competitiveness and efficiency for years to come.
What is missing is not the willingness, but the need for:
- simple, practical solutions
- step-by-step support
- clear understanding of options
- transparent and reliable tools
With an ecosystem of over 60+ brands and 3.5 million customers, team.blue, and Papaki as a member, can offer just that: affordable and reliable digital solutions that allow businesses to evolve based on their needs.
Europe’s digital future will not be determined solely by technology, but by how effectively businesses can use it. In this regard, clarity, guidance, and simplicity are the elements that can make a difference.
We stand consistently by our customers, offering high-quality, reliable products that make online business simple.
To see the full team.blue survey, follow the link.
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