More than two-fifths of Hungarian companies use artificial intelligence

By: Trademagazin Date: 2025. 06. 17. 10:00

Artificial intelligence is no longer just a promise or a vision, but an increasingly common and consciously applied part of domestic corporate operations. According to the latest data from the K&H Innovation Index for the first half of 2025, 44 percent of Hungarian companies with a turnover of over 300 million forints are already using some kind of artificial intelligence-based solution – this indicator is the second highest value in the history of the index. Furthermore, a fifth of companies have implemented significant AI-related developments in the past two years, which clearly shows that AI has now become part of strategic thinking and everyday operations in many industries.

AI in companies: translation, communication and marketing activities in focus

Artificial intelligence most often supports language, communication or marketing processes in companies. The most common form of use is translation and interpretation, where 25 percent of companies indicated the use of an AI-based solution. This is followed by text processing – for example, generating customer service responses or preparing documents – which 16 percent of companies use in this form. The automation and support of marketing communication tasks is also a growing trend: 15 percent use AI, for example, to operate advertising texts, creative content or recommendation systems. In addition, the technology – although at a smaller rate, around 10 percent – also appears in the areas of speech recognition, developing personalized offers, chatbots and supporting workforce selection.

Benefits of AI: makes work and decisions faster and more efficient

The majority of companies also identified specific benefits when it comes to the use of artificial intelligence in the company. According to two-fifths of those surveyed, the two main benefits of AI are that it speeds up work and increases the efficiency of operations, and that it also enables cost-effective solutions or more accurate work. In addition to the above, several people also mentioned that with the help of AI they can perform tasks that they could not solve with human resources, and that they can significantly reduce resource-intensive activities.

Where there is still work to be done: dedicated AI team, training

However, the introduction of the technology is not without problems. According to the survey, only 11 percent of companies have a dedicated employee or team that deals with the use and development of artificial intelligence within the company. The proportion of companies that are currently training their employees to use AI is even lower – only 6 percent. Another 6 percent plan to start training in the next year, and only 8 percent are thinking about a longer-term introduction. This shows that while use is already relatively widespread, conscious, organizational-level preparation is still in its infancy.

Innovation drives the use of artificial intelligence

The prevalence of AI applications in companies is clearly linked to other innovation factors. According to the research, artificial intelligence is used most by companies that have introduced a new product or service in the past two years – 60 percent of them use an AI solution. A similar proportion is characteristic of those that plan to innovate in the near future and those that have received innovation support. The rate of AI application is particularly high, at 70 percent, in companies that have a written innovation strategy. These correlations clearly indicate that AI is not only emerging as an independent development, but is also closely integrated into the general innovation approach and corporate culture. A new element is that sustainability is also appearing more prominently among the innovation aspects than before and is influencing innovation efforts in more and more areas. Thus, the issue of sustainability has become a key aspect in innovations in logistics, sales channels or background processes.