A European Commission survey has found widespread adoption of artificial intelligence among smaller businesses, but considerable reluctance to allow automated systems to make decisions about employees. The findings expose a growing divide between technological investment and confidence in workplace automation.

Artificial intelligence is becoming established across European businesses, but almost half of companies remain unwilling to trust automated systems when decisions concern their employees, according to a European Commission survey published on 14th October.

The Eurobarometer findings show that 42 per cent of the small and medium-sized enterprises and mid-cap companies surveyed already use artificial intelligence or algorithmic management systems, although most deployment remains limited or experimental. A further 21 per cent intend to introduce such technologies in the future.

Despite this expanding adoption, 49 per cent of respondents said they did not trust artificial intelligence or automated systems to make staff-related decisions. The figures suggest that companies increasingly distinguish between using technology to improve business processes and delegating managerial responsibility to software.

The Commission’s survey of European businesses was conducted between March and April 2026, involving approximately 12,826 telephone interviews with company leaders across the EU’s 27 member states.

Businesses prefer assistance to automation

The survey provides a more detailed picture of workplace AI than conventional statistics measuring whether companies have adopted the technology.

Among the businesses interviewed, customer service and client relations were the most commonly reported areas of application, accounting for 47 per cent. Monitoring employee performance and productivity accounted for 36 per cent, while logistics, planning and staff scheduling represented 30 per cent.

These functions differ substantially in their consequences for workers and managers.

A system that helps organise deliveries or forecasts customer demand may improve efficiency without directly determining employees’ working conditions. Software that evaluates performance, allocates shifts or recommends staffing changes can influence employment decisions and requires a different level of organisational supervision.

The survey found that 61 per cent of companies considered AI useful in supporting decisions. However, human involvement remained central: 90 per cent of respondents reported that people continued to make decisions, while fully automated decisions accounted for only 2 per cent.

The results undermine the assumption that adopting AI necessarily means transferring control of business operations to autonomous systems.

For many companies, the immediate commercial value lies in processing information more rapidly, identifying patterns and reducing administrative workloads rather than removing human management entirely.

Investment costs remain a substantial barrier

Financial and organisational obstacles continue to limit adoption.

Half of the companies surveyed cited high investment costs, while 49 per cent identified legal uncertainty and 48 per cent pointed to insufficient expertise.

These findings are particularly relevant to small businesses, which frequently lack dedicated technology teams, extensive data infrastructure or the resources to evaluate complex software systems independently.

For such businesses, purchasing AI tools is only one component of the investment. Implementation can also require employee training, changes to internal procedures, data-security assessments and continuing technical support.

The findings add a workplace dimension to concerns raised in EU Today’s earlier examination of Europe’s AI productivity gap, which identified investment, computing capacity and organisational restructuring as obstacles to translating adoption into higher productivity.

A company may purchase sophisticated software without necessarily achieving corresponding improvements in performance. Those improvements depend on whether the technology is integrated into everyday operations and whether employees have the skills to use it effectively.

Brussels prepares further workplace legislation

The survey arrives while the European Commission is considering additional rules on algorithmic management through its proposed Quality Jobs Act.

The initiative is intended to address working conditions, workers’ rights and the increasing use of automated systems in managing employees.

A consultation launched in July asked European employers and trade unions to consider transparency in automated decisions, excessive workplace monitoring and the responsibilities of companies using AI.

The second consultation phase ended in September, allowing social partners to propose negotiated arrangements before the Commission determines its next legislative steps.

The broader regulatory framework is already changing. As EU Today explained when the AI Act entered a new enforcement phase, Brussels has begun enforcing certain obligations for general-purpose AI models, while important requirements for high-risk applications, including employment-related systems, follow a later timetable.

Stand-alone high-risk systems are scheduled to face the relevant obligations from December 2027, with another deadline in August 2028 for high-risk systems embedded in regulated products.

The distinction matters for employers planning investments today. Existing data-protection and employment obligations continue to apply, but some of the AI Act’s more specific compliance requirements remain subject to transition periods.

The Commission’s latest survey indicates that businesses are already exercising caution independently of these future obligations. Their reluctance to automate sensitive staff decisions suggests that accountability, reliability and employee confidence will remain important factors in determining how extensively artificial intelligence is deployed.

For Brussels, the challenge is to establish workable rules for that transition without making implementation prohibitively expensive for smaller companies, which account for much of Europe’s employment and commercial activity.

Italian Prime Minister Giorgia Meloni has applied to register her voice as an EU trademark, seeking an additional legal tool against artificial-intelligence systems capable of cloning politicians’ voices and producing convincing fake recordings.

Giorgia Meloni has applied to register her voice with the European Union Intellectual Property Office as governments and public figures look for new ways to counter increasingly convincing AI-generated deepfakes.

The Italian prime minister submitted a short audio recording in which she says “Io sono Giorgia Meloni” — “I am Giorgia Meloni” — to the EUIPO on Monday.

The four-second recording forms part of an application for a sound trademark intended to strengthen legal protection against unauthorised use of her voice.

The application filed with the EU intellectual-property system is currently listed as under examination. It is linked to categories including downloadable multimedia material, cultural activities and the organisation of political events.

Registration would not give Meloni ownership over every recording or imitation of her voice, nor would it automatically prevent AI systems from reproducing it.

It could, however, provide another legal basis for challenging certain commercial or misleading uses where the protected sound mark is employed without authorisation.

The distinction between a trademark and copyright is important in this case. Meloni has applied to protect a sound identifier through EU trademark law rather than to establish general copyright ownership over the natural characteristics of her voice.

Her application comes as voice-cloning technology becomes increasingly accessible.

Modern generative-AI systems can create convincing synthetic speech from relatively small samples of recorded audio. The technology is used legitimately for dubbing, accessibility and media production, but it can also be used for fraud, impersonation and political disinformation.

Meloni herself has previously been targeted by manipulated images and other deepfake material. She has also taken legal action in Italy over sexually explicit deepfake images created using her likeness.

The problem has acquired additional importance for politicians because synthetic recordings can be produced and circulated rapidly during election campaigns.

A false recording no longer requires sophisticated audio-editing equipment or extensive access to the target. Public figures provide large quantities of clean audio through speeches, television appearances, podcasts and social-media video — precisely the material needed to train voice-cloning systems.

The EU has already begun imposing specific transparency requirements on synthetic content.

EU Today reported in August that new provisions under the EU AI Act require certain AI-generated or manipulated audio, images and video to be marked in machine-readable form and impose disclosure obligations for deepfake material.

Those rules address transparency rather than ownership.

Trademark law potentially offers a different route by allowing an individual or organisation to claim rights over a specific sound used as a commercial or identifying mark.

Sound trademarks are not new. Companies have long registered jingles, tones and other distinctive audio signatures. What is unusual in Meloni’s application is the attempt by a serving head of government to use the system partly as protection against AI impersonation.

The phrase chosen for the application is itself closely associated with Meloni’s political identity.

“Io sono Giorgia” became widely recognised following a 2019 speech in which she described herself as a woman, mother, Italian and Christian. The phrase subsequently became the basis of online remixes before being adopted as the title of her autobiography.

Other performers have also sought stronger protection for their voices as generative AI improves.

Italian singer Giusy Ferreri has filed a similar application, while actors and musicians internationally have pressed governments and technology companies to prevent unauthorised voice cloning.

Meloni’s filing is unlikely on its own to settle the broader legal question of whether an individual can effectively control AI reproductions of his or her voice.

It does, however, illustrate how existing intellectual-property law is being tested against technology that can reproduce personal characteristics that were previously difficult to copy convincingly.

The EUIPO must now determine whether Meloni’s application satisfies the requirements for registration. Until that process is completed, the filing remains an application rather than an approved EU trademark.

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