Accenture, investments in AI on the rise, but Europe must foster adoption

(Il Sole 24 Ore Radiocor) - 2026 promises to be a year of further growth for AI worldwide and, although it started late compared to the United States and China, the European Union has all the cards in order to play a leading role, provided that it aims to scale up, also by favouring aggregations. This is what Mauro Macchi, Accenture CEO of Europe, Middle East and Africa, said, speaking to Radiocor on the sidelines of the World Economic Forum in Davos, which devoted ample space to the prospects of further rapid expansion of artificial intelligence.

The projections seem to confirm that the trend is holding and according to the latest survey conducted at European level by Accenture itself, 85% of companies plan to increase their investments in artificial intelligence in 2026, focusing mainly on growth and not only on productivity. "So far," Macchi explains, "only a third of companies have obtained significant value from AI projects, while the majority are still in the large-scale experimentation phase. The success of AI, it should be emphasised, requires solid technological foundations: cloud, data architectures and cybersecurity are essential prerequisites. Large European companies are now competing on a par with their American peers, but the mid-market lags behind due to fragmentation and difficulties in accessing capital, skills and technology'.

At this stage, therefore, investments are focused on cloud and data architecture to ensure scalable projects that generate real value on industrial processes and services. "Two priorities are emerging for the future of AI in Europe,' Macchi emphasises. 'The first is to create national champions and overcome market fragmentation. Many start-ups and medium-sized companies struggle to scale compared to American players, both in terms of access to capital and speed of decision-making. To overcome this obstacle, it is necessary to develop collaboration protocols between countries, avoiding direct competition, and to build shared technology ecosystems along the entire chain, from infrastructure to AI models and industrial applications'. "The best strategy for Europe is to focus on the sectors where it is most competitive such as robotics, mechatronics, pharma, aerospace and renewables, applying artificial intelligence to transform core industrial processes. The strategy combines generalist models with specialised vertical solutions, creating scalable champions and partnerships with major international players such as SAP, Google and Microsoft'.

In this evolving scenario, 'digital sovereignty remains central' to the extent that around 60% of European companies will invest in sovereign solutions without compromising competitiveness. "Defence is a further strategic area, with alliances already envisaged in the Gcap (Global Combat Air Programme) between major European operators such as Leonardo itself, which is a founding partner together with Bae Systems and Japan Aircraft Industrial. Experience shows that a multi-country approach, already successful in projects such as Airbus and Cern, is the only way to build European competitiveness and avoid slowing down innovation'. However, the road to AI also passes through the workforce. "Digital transformation," Macchi continues, "requires that technology and people advance together: the workforce must be trained to use AI as a daily operating partner, reducing the gap between adopters and laggards. European companies are adopting the Human Plus Machine model, integrating artificial intelligence into everyday processes and personnel management to improve functions such as marketing and human resources. AI becomes an operational partner, a stimulus for skills rotation and specialisation, and reduces technology and skills debt by investing in security, cloud and data management. The cultural change is underway: employees have to adapt to working with everyday digital tools, while the role of leadership is central in motivating and accompanying the workforce'.

The mission for Europe remains to build national champions and integrated supply chains and to support SMEs by ensuring flexible regulations that foster full adoption of the technology. "The execution of the strategic plans, which are already underway," Macchi concludes, "will be decisive in consolidating Europe's competitiveness and leadership in the global intelligence market