11 June 2025  AI Regulation Meets Real-World UsageThe EU AI Act, Europe's first comprehensive legal framework for artificial intelligence, sets the stage for a new era of responsible technology deployment. According to Austrian Standards (see: austrian-standards.at/ai-act), the act introduces obligations based on risk categories and mandates transparency, data quality, and—crucially—training for employees using AI systems. In Austria, the Handelsverband (Austrian Retail Association) is one of the driving institutions enabling businesses to meet these obligations, offering basic AI training modules tailored to SMEs and large enterprises alike. Founded in 1921, the Handelsverband is a non-partisan platform representing over 4,000 companies. It supports Austrian retail with policy advocacy, innovation promotion, and education. As digital transformation accelerates, the Handelsverband acts as a bridge between regulation and implementation.To assess the AI landscape and refine support services, the Handelsverband partnered with Google Austria and commissioned Reppublika to conduct the AI Readiness Study in May 2025. The study explores both consumer and corporate perspectives on artificial intelligence. The New Era of AI Shopping and Informed OptimismShortly after Google I/O 2025, which took place in May in Mountain View, California, the AI Readiness Study was published—providing a timely look at how artificial intelligence is perceived and used in Austria. At the I/O developer conference, Google unveiled a suite of AI-powered tools, including AI Mode for shopping. This feature combines virtual try-ons, personalized recommendations, and an agentic checkout process—marking a new phase in digital commerce. These innovations, described in detail at blog.google, align closely with Austrian consumer preferences: according to the AI Readiness Study (page 19), 67% of respondents are interested in AI support for price comparison, and 50% value help in finding the right products. While AI Mode is still in its early stages, it already addresses many of these desires—signaling a shift toward a more intelligent and interactive way of searching and shopping online.Yet, this technological optimism is not naïve. As shown on page 21, 42% of respondents support AI in sensitive fields like legal or medical advice, while 39% express caution. This cautious openness signals a healthy balance of enthusiasm and critical reflection—key to robust digital maturity. Business Transformation: Enthusiasm, Gaps, and Human-Centric FuturesAustrian enterprises are also riding the AI wave. According to the corporate results (starting from page 24), 68% of companies already use AI, mainly in:> Marketing (44%) > Customer Service (29%) > Administration (25%) As detailed on page 41, 37% of firms have already invested in AI training, 30% in AI software solutions, and 24% have used external consultants. Yet, only 32% rate their internal know-how as good or very good—a clear sign that the skills gap remains a hurdle. On page 29, the top benefits companies associate with AI include increased efficiency (69%), automation (60%), and cost reduction (47%). These are not just future dreams: 32% of firms already report efficiency gains, 22% have reduced costs, and 15% even report higher revenue (page 41). Human resources development is in focus as well. The outlook (page 43) indicates that most businesses anticipate shifting roles, not layoffs—29% foresee internal reorganization, while only 14% expect staff cuts. A small but significant 4% even predict job growth through AI-driven innovation. Outlook: Smart, Reflective, and ReadyThe AI Readiness Study 2025 paints a promising picture of Austria's digital maturity. Three reasons support this:1. High consumer adoption—especially among younger generations (95% of Gen Z use AI tools). 2. Growing strategic awareness in business—with 68% already implementing AI in some form. 3. Balanced critical mindset—citizens and companies recognize both risks and opportunities. This dual approach—curiosity paired with caution—is not a sign of hesitation, but of mature engagement. A certain degree of skepticism, when applied constructively, empowers people to shape the future—not just consume it. Austrians are not just passengers in the AI revolution; they're becoming co-pilots, ready to create their own assistants, agents, and smart services. As the Handelsverband continues its educational initiatives and partners like Google push technical boundaries, Austria seems well-equipped for the coming AI age—thoughtfully, pragmatically, and confidently. Image: The AI-generated image shows a woman in a beige coat standing beside a rack of dresses in a designer boutique. Her attention is focused on a dress on the rack and her smartphone. Through the large window behind her, a sunlit European-style city street can be seen. Photo: © Fashion.at, generated with Imagen by Google AI Studio. |