Ai, in Italia market at 1.8 billion and rapidly growing demand for skills. And in Europe?
The Ai market accelerates and drives productivity and new skills, but the first cases of staff reductions and a profound transformation of roles emerge
by M. De Laurentiis (Il Sole 24 Ore), H. Krause (Der Standard, Austria), P. Jedlička (Deník Referendum, R. Czech) and V. Barza (HotNews, Romania)
Even in Italia, the impact of artificial intelligence on the world of work is beginning to be measurable. According to the Artificial Intelligence Observatory of the Politecnico di Milano, the Italia Ai market will reach a turnover of 1.8 billion euros in 2025, with a growth of 50 per cent compared to 2024.
It is not only the market value that is increasing, but also the adoption of Ai tools by companies. Istat data indicate that 16.4% of companies with at least ten employees use artificial intelligence technologies. A share doubled from 8% in 2024, but still below the European average of 20%.
The ICT (Information and Communication Technology) sector leads this transformation, with more than half of all companies employing Ai tools. Moreover, as highlighted by the latest Anitec-Assinform report, the greatest increase in productivity is expected in this field thanks to Ai, around 25 per cent.
Technology changes work processes and lowers the barriers of access to many tasks that previously required specialised skills. In the IT world, one example is 'vibecoding', i.e. the possibility of developing code via simple text prompts.
And as the ways of working change, new professional figures are increasingly sought after by companies. According to the Osservatorio Competenze Digitali 2025 (Digital Skills Observatory 2025), ads on LinkedIn requesting prompt engineering skills in Italia have grown by 112% in one year. Again, ICT is the sector with the highest demand for profiles such as data analyst, artificial intelligence engineer and lead software engineer.

