Study: One in two companies integrate AI technology into at least one operational process

• Most companies in Romania are still in the early stages of using AI tools;
• 34% of business leaders have a cautious attitude towards using AI;
• 49% of employees use AI tools for translations and 1 in 3 for generating new ideas.

According to the study “AI in Business, Communication and Research” conducted by Rogalski Damaschin together with Reveal Marketing Research between August and September 2025, most companies in Romania are still in an early stage of using artificial intelligence.

Info charts in RO

The research results show that 41% of companies have not integrated AI solutions at all into their activity, 37% use them in a few processes, and 14% use them only for specific projects. The leadership attitude towards the use of these tools is generally one of caution (34%) or resistance (14%). 13% of Romanian leaders are enthusiastic about the possibility of integrating AI into business.

“The AI ​​revolution will be a reality in the next 5-10 years and will change the world, as happened with other major technological revolutions. However, the data we have obtained shows that we, as organizations and professionals, are not yet ready for this change. The adoption of AI will require the development of new skills and specialized teams, which, at this time, can be an opportunity for brands to learn, experiment and set the standards for the integration and responsible and creative use of AI in Romania”, said Marius Luican, CEO of Reveal Marketing Research.

AI solutions, used mainly to streamline one-off tasks

Currently, the use of AI is limited to one-off tasks to increase productivity, internal automation or customer support. The dominant perception remains that AI is primarily an efficiency tool, with AI-based solutions being used mainly for translations (49%), exploring new ideas (31%), data analysis (22%), content personalization (22%) or text generation (21%). At the same time, 1 in 10 employees use AI as an assistant for writing code or software solutions.

AI governance still unclear in half of companies

Large companies, especially those in industries with high digital maturity, have started to allocate budgets and develop formal AI strategies. SMEs are limited to ad-hoc experiments, with limited resources and without clear expansion plans. In traditional and regulated industries (energy, construction, pharma), the approach remains cautious, and AI governance principles are still being defined.

The research shows that 24% of respondents said that there is no AI governance officer in their companies, and 26% do not know if this position has been designated.

Opportunity for brands. The role of communication is becoming more important

“The results of the study confirm that Romania is in an early stage, in which companies are experimenting and testing AI. In this phase, communication plays an essential role, because beyond technology, the real challenge is human training. AI cannot replace tacit knowledge accumulated over time, intuitions or people’s ability to build trusting relationships. Therefore, brands that will know how to combine artificial intelligence with human intelligence will be the ones that will win in the long term, through transparency, relevance and authentic communication in the digital ecosystems in which we already live.” said Alina Damaschin, Managing Partner of Rogalski Damaschin.

In this context, Rogalski Damaschin is preparing the launch of products dedicated to PR and creativity in the new AI era. The initiative aims to connect creativity with data and transform the way brands communicate, innovate and measure their results. Details about the hub and its products will be announced in the coming period.

The research was conducted by Reveal Marketing Research and included 25 in-depth interviews with business leaders from key industries and 1007 online surveys with employees and entrepreneurs.

photo credits: freepik