Hungarian companies are increasingly recognizing the business potential of artificial intelligence, but many still require greater guidance and practical knowledge to implement the technology effectively, according to a new survey by Profession.hu.
The online study, conducted among the platform’s corporate clients, found that nearly half of respondents have already integrated AI-supported solutions into their daily operations. Among companies that have not yet adopted such systems, the most frequently cited barriers include a lack of expertise, as well as concerns over data security and privacy.
Around one-third of respondents said they are not sufficiently familiar with relevant AI solutions available on the market or do not see clear use cases within their organizations. The findings suggest there is still significant scope for corporate education and awareness-building.
The survey noted that the European Union’s regulatory framework, commonly known as the AI Act, could provide important guidance by establishing rules for the responsible use of AI and helping to manage associated risks.
Among companies already using AI, the most common application area is marketing and communications, cited by 67 per cent of respondents. Typical uses include content creation, advertising optimization and social media management.
Administrative and office tasks are supported by AI at 39 per cent of these companies, including meeting documentation, calendar management and translation. A further 32 per cent apply the technology in human resources and recruitment.
In the IT and software development sector, about a quarter of respondents use AI for code generation, test automation and cybersecurity functions. A similar proportion reported adoption in sales, particularly for customer segmentation and forecasting.
Smaller shares of companies use AI in customer service (19 per cent), finance and accounting (15 per cent), legal functions (13 per cent) and logistics (7 per cent).
When assessing business benefits, 56 per cent of respondents highlighted shorter process times as the primary advantage. Nearly one-third pointed to the reduction of repetitive tasks through automation.
Around a quarter reported lower costs related to human resources and operations, while a similar share emphasized the added value of AI in supporting decision-making through deeper data analysis. One in five respondents also reported improvements in forecasting accuracy and production quality.
At the same time, a quarter of companies said they had not yet experienced any measurable business benefits from AI, while 10 per cent were unsure whether such advantages had emerged within their organizations.
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