Lack of expertise, investment and regulation cited as key barriers
Most businesses in Croatia are aware of artificial intelligence (AI), but only a minority have integrated it into their operations, according to the country’s first national survey on AI in the economy, released this week.
The study, conducted by the HUP-ICT Association and the HUP Coordination for AI in partnership with research agency Prizma CPI, surveyed 659 companies across various sectors. It found that while 80% of respondents are familiar with AI and 45% view it positively, just 45% currently use AI tools — mainly larger firms. The remaining 55% cited lack of expertise, limited investment, and unclear regulation as key obstacles, particularly among small and medium-sized enterprises (SMEs).
“AI is widely seen as useful and a business opportunity, yet implementation remains limited,” the report noted.
Despite recognising AI’s potential, nearly half of surveyed companies expect job losses over the next five to ten years as a result of AI adoption, while only 11% believe it will generate new employment.
Experts presenting the survey stressed the need for investment in education, including teacher training, as a foundation for broader AI uptake. Representatives from leading companies such as Croatian Telecom and Infobip highlighted their own efforts in building AI competencies within their workforce.
The survey also revealed limited awareness of regulatory developments. Some 71% of companies said they were unfamiliar with the European Union’s AI Act, and many viewed Croatia’s domestic legal framework as unclear. Just 4% of businesses expressed satisfaction with government support for AI development, while 40% reported dissatisfaction.
The Croatian Employers’ Association (HUP) called on the government to step up support for education and digital transformation, warning that the country risks falling behind if it fails to invest in AI-related capacity building.
“Artificial intelligence should not be seen as a threat to jobs, but rather as an opportunity to boost innovation, productivity, and economic growth across all sectors — from ICT and finance to healthcare, tourism and retail,” said HUP President Irena Weber.