Grayling Survey: Romanian CEOs most optimistic in CEE despite mounting pressures

Nearly two thirds of business leaders (62%) expect threats facing companies to increase in 2026, yet more than four in five (85%) remain optimistic about the growth prospects of their own organisations, according to a global survey conducted by Grayling among senior executives in IT, finance, energy, retail, healthcare, and media.

The report highlights mounting concern among executives regarding risk and instability, driven by geopolitical tensions, shifting government regulations, technological transformation, AI adoption, and changing expectations from customers and partners. It also identifies trends and opportunities across corporate governance, media, consumer trust, artificial intelligence, energy, and sustainability.

In Romania, business leaders report elevated risk levels but show the highest optimism in Central and Eastern Europe regarding their companies’ resilience.

Almost half (47%) identify government regulations or policy changes as the main threat to their business in 2026, while 100% of respondents say they are confident in their organisation’s ability to adapt.

Deep technological transformation and artificial intelligence are also seen as major challenges. Some 13% of Romanian leaders consider AI or technological change the single biggest risk to their business, while 53% express concerns related to ethical use, data protection, and reputational impact.

The global political environment remains marked by uncertainty, with ongoing conflicts, geopolitical tensions, and regulatory volatility affecting supply chains and increasing operational cost pressures. In Romania, public policy and regulatory changes rank as the primary perceived risk, cited by 47% of respondents. Trade imbalances, including tariff policies and supply chain instability, are the second major concern, mentioned by 40% of leaders

Media fragmentation is reshaping how influence is built: podcasts, digital content creators, and opinion leaders who are active on online platforms are playing a growing role in shaping the public agenda, according to the study.

In Romania, 40% of companies plan to expand their presence on social media, while 27% are considering partnerships with social media influencers. YouTube, LinkedIn, and X are the preferred communication platforms, each cited by 27% of respondents, followed by Facebook and TikTok at 20% each.

At the same time, 40% of Romanian business leaders prioritise expanding their online presence, compared with 13% who see traditional media as still the most effective channel.

AI adoption is advancing, with leaders increasingly integrating it into operations and business strategy. However, ethical use, data protection concerns, and integration with existing systems remain key barriers.

In Romania, 47% of companies are adopting AI in isolated projects and remain in an experimental phase. Another 20% have scaled the technology, while a further 20% view AI as a differentiator and a major competitive advantage. 42% of business leaders identify difficulties in integrating AI technologies into existing systems and a lack of skills as the main barriers to broader adoption.

Reputation is becoming more fragile, as customers pay closer attention to supply chains, sustainability practices, labour conditions, and ethical standards.

Two out of three Romanian business leaders (67%) say that maintaining a positive consumer perception of brand reputation is a priority for 2026. Sustainability and environmental protection, cited by 67%, followed by diversity and equality policies at 40%, are seen as the main factors influencing brand perception.

Moreover, 67% of leaders state that reputation has a direct impact on financial performance, with user reviews and comments among the key drivers of trust.

Energy costs, distribution network capacity, and supply volatility continue to represent operational challenges, with nearly nine out of ten Romanian business leaders (87%) saying they are concerned about the impact of rising energy costs and supply instability on their business.

Diversity and sustainability policies remain on the corporate agenda, with 47% of Romanian leaders maintaining their current level of engagement and 40% planning to intensify efforts in 2026.