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Europe Raises Its Digital Ambitions

Businesses and citizens across the continent are increasingly enthusiastic about the potential of using emerging digital technologies to address some of the most pressing challenges facing Europe, from climate change to economic growth.

Europe is raising its digital ambitions.

Consumers are increasingly embracing new technologies and see both digital technology and digital skills as key to the success of future generations.
  • 61% of European consumers feel enthusiastic about embracing new digital technologies. Only 18% say they are unenthusiastic.

  • 48% of European consumers say they have grown more enthusiastic about embracing new digital technologies over the past year, while only 13% have grown less enthusiastic. This enthusiasm is driven by the release of AI chatbots, with 64% saying they currently use similar kinds of technology in the workplace.

  • 39% of European consumers of European consumers anticipate increasing their spending on digital technologies in the next three years. Only 17% believe their spending will decrease.

  • 61% of European consumers think it is important for their children, or for future generations, to learn how to program.

  • 45% of citizens of citizens are actively seeking to improve their digital skills and 30% see a need for them to do so in the near future.

  • 55% of European consumers of European consumers would be interested in participating in digital skills training offered by educational institutions or online platforms.

The adoption and scope of public sector digitalisation have both increased, with a majority of consumers now saying that their government has done a good job at taking advantage of digital technologies.

European consumers have used a website or app to:



of European

consumers have used

a website or app to

pay taxes or a fine.



have used

one to access

medical records.



to renew a

passport or driving


  • The majority (57%) of European consumers find their government websites and apps easy to use. 

  • 76% of European consumers feel confident about being able to find information on their government’s website or apps.

  • On average, 87% of European consumers found government websites and apps helpful when carrying out tasks including paying taxes, proving identity, accessing medical records, renewing passports or driving licences, applying for benefits, voting in elections, and registering to vote.

  • 52% of European consumers think their governments and public services do a good job at taking advantage of digital technologies.

While the Digital Decade has seen a proliferation of government-based websites making public sector services available online, European governments will need to raise ambitions to ensure the Digital Decade target of making 100% of key public services available online remains relevant as the Decade progresses.


While citizens are increasingly using online public services, there is clearly still room for growth. Fifty-six per cent of European citizens believe that there is significantly more their government could do to make it easier to access public services through digital technologies. Based on these findings, there is clearly room for advanced technologies such as cloud and AI to expand access and foster greater ambition in the capabilities of online public services. While the 2030 target in principle is within reach, citizens’ desires and enjoyment in using public services online means that the capabilities of public sector digitalisation must keep pace with innovations experienced elsewhere for the target to remain relevant.


Initiatives such as Denmark’s ‘Mit ID’, a national digital ID that is primarily used through an app, highlight further steps governments can take to harness digital technology to provide online public services.[1]

Familiarity with next-generation technologies such as AI is strong among a minority of citizens.



of European consumers are familiar with generative AI and its potential applications, while a further 48% are somewhat familiar with this technology.



of European consumers believe that generative AI will have a significant impact on the way people in their country live their personal and professional lives, while a further 45% think there will be some impacts, but not transformative ones.

When given the definition,

European Businesses and Citizens Are Optimistic About the Future of Digital Technology.

Our survey of businesses and citizens in Europe found that there is a strong belief that digital technology can be used to address some of the most significant challenges the continent faces, from climate change to economic growth.

The survey found that businesses are becoming more enthusiastic about embracing new digital technologies.





In the past year, 32% of businesses said they became more enthusiastic about digital technology, while only 16% said they became less enthusiastic. 





Businesses are also planning to increase their spending on digital technology products and services in the next three years. Thirty-nine per cent of businesses said they plan to increase their spending, while only 17% said they plan to decrease it.





Citizens are also generally positive about the future of digital technology. Fifty-four per cent of citizens think the current pace of innovation or change in digital technology is about right, while only 18% would like it to be faster and, similarly, only 18% would like it to be slower.

Europe’s citizens are ambitious when thinking about the impact technology can have on the future of the continent. Our survey found that citizens believe that AI will have a transformative impact on many industries, especially healthcare, education, transportation, entertainment, retail, manufacturing, agriculture, finance, and sport and culture.

Overall, this study suggests that most European businesses and citizens are optimistic about the future of digital technology, but there are critical challenges to adoption that need to be addressed. With careful planning and implementation, digital technology can be used to create a more prosperous and sustainable future for all, but it is imperative to ensure that it is used in a responsible way that benefits society as a whole. Concerns around AI in particular need to be addressed by emphasising the role of responsible AI and highlighting the potential for job and economic growth presented by AI technologies.

Case Study: 
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NeuroPro: How Digital Tech is Improving the Diagnosis of Brain Diseases

NeuroPro is a Swiss-based digital health company that is using digital technologies to improve the diagnosis of brain diseases. The company's VMLpro platform, which is hosted on AWS, provides physicians with access to the data and tools they need to diagnose patients quickly and accurately. Increasing the speed and accuracy of diagnostics has the potential to revolutionise healthcare. Over half of Swiss citizens (58%) think AI will transform the health sector in the next five years.

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VMLpro uses a variety of digital technologies, including:

  • Cloud Computing: AWS provides VMLpro with a scalable and reliable infrastructure for the platform.

  • Machine Learning: VMLpro uses machine learning to analyse data and make predictions about brain diseases.

  • Virtual Reality: VMLpro uses virtual reality to allow physicians to visualise patient data and make diagnoses.

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These digital technologies have enabled NeuroPro to raise its ambitions in a number of ways.

  • Reduce the time it takes to diagnose brain diseases: VMLpro can process large volumes of data in real time, so physicians can reach a diagnosis faster.

  • Improve diagnostic accuracy: VMLpro uses machine learning and artificial intelligence to analyse data and make predictions about brain diseases. This helps physicians to make more accurate diagnoses.

  • Increase the availability of diagnostic services: VMLpro can be used by physicians anywhere in the world, so patients have access to diagnostic services regardless of their location. AWS also enabled NeuroPro to comply with data security regulations in a range of different countries.

  • Empower patients: VMLpro gives patients access to their own data, so they can be more involved in their own care.

  • Advanced research: VMLpro can be used to collect and analyse data from a large number of patients, which can help researchers to better understand brain diseases.

  • NeuroPro is a great example of how digital technologies can be used to improve healthcare. By using digital technologies, NeuroPro has been able to provide patients with faster, more accurate diagnoses and improve the availability of diagnostic services.

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Here are some additional details about how digital technology has enabled NeuroPro to raise its ambitions:

  • NeuroPro is able to collect and store large amounts of data about brain diseases. This data can be used to train machine learning models that can help physicians to make more accurate diagnoses.

  • NeuroPro can develop and deploy a range of new diagnostic tools and technologies. For example, virtual reality can be used to allow physicians to visualise patient data and make diagnoses.

  • An online digital platform has made it possible to collaborate with partners and suppliers around the world. This has allowed NeuroPro to get access to the expertise and resources it needs to develop new diagnostic technologies.


1. MitID (2023) About MitID. Available at:

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