Greek businesses have fully opened the door to Artificial Intelligence. However, despite the widespread adoption of the technology, its use in more advanced applications remains quite limited.
Whether it concerns complex models and personalized solutions or agentic AI and autonomous systems, the domestic business sector has not yet managed to make the transition on a mass scale from the basic use of AI to solutions with greater transformative power.
This gap between the spread of AI and the depth of its use is highlighted by the new study “Unlocking Greece’s AI Potential 2026”, conducted by Strand Partners on behalf of Amazon Web Services (AWS).
The study is based on research involving 1,000 businesses and 1,000 citizens across Greece and examines the evolution of AI adoption, the role of cloud infrastructure in its further development, as well as the challenges businesses face in light of the emergence of next-generation technologies, such as agentic AI and physical AI.
According to the study, the adoption of Artificial Intelligence by Greek businesses has increased to 47%, from 34% a year earlier, recording an annual growth rate of 38%. This is the fourth-highest rate in Europe, significantly above the European average of 29%.
Widespread adoption, limited advanced use
The growing penetration of AI, combined with the deeper integration of cloud technologies, is also leading businesses to increasingly view the technology as a strategic tool for their long-term competitiveness. Those that have already integrated it into their operations are recording, according to the study, measurable benefits, ranging from increased productivity and improved decision-making to accelerated innovation and stronger growth prospects.
Nevertheless, the picture changes when the research examines the depth of adoption. 61% of businesses using AI remain focused on basic uses, which mainly aim to increase efficiency and streamline processes. This category includes, among other things, the use of publicly available chatbots for routine tasks and the use of ready-made AI solutions.
However, the percentage has declined from 66% last year, a development which, according to the study, indicates a gradual shift toward more transformative forms of using the technology. At the same time, 22% of businesses have reached the intermediate stage, integrating AI into multiple functions and using it both to improve efficiency and to create more innovative experiences for customers.
Only 17% of businesses that have adopted AI are at the most transformative stage, although the percentage appears strengthened compared with 12% a year ago. These are businesses that use more complex systems, combine multiple models, develop customized solutions, or move forward with the use of self-directed and autonomous AI.
Cloud as a catalyst
Cloud is a decisive foundation for the further penetration of AI, and its use is also expanding rapidly in the Greek market. 60% of businesses now use cloud services, compared with 49% last year, with the percentage standing at 58% for small and medium-sized enterprises and 67% for large businesses.
In fact, nearly one in two businesses (47%) describes access to cloud infrastructure as one of the most important factors that facilitated the adoption and integration of AI. The contribution of state support also appears significant, as 66% of those who have adopted the technology say that grants or public programs played an important role, while for 17% they were of decisive importance.
The report links the market’s further development to a combination of access to cloud infrastructure, specialized human capital, public support, and digital ambition, factors which, as it notes, can enable more Greek businesses to move beyond basic adoption and toward the more transformative capabilities of AI.
The lack of readiness for the next generation of AI
Despite the expansion of infrastructure and the growing adoption of AI, the readiness of Greek businesses for the next wave of the technology remains limited. Only 19% say they feel fully or very ready to adopt next-generation technologies, such as agentic AI, physical AI, and advanced robotics, while 36% appear “somewhat” ready and 41% minimally or not at all prepared. Among startups, on the other hand, the picture is noticeably better, with the corresponding percentage reaching 34%.
The picture in agentic AI is characteristic. Only 22% of businesses say they have heard of the technology and, among them, only 2% report that they have fully deployed it, while 18% are still in the experimentation or pilot implementation phase. At the same time, 44% are planning or considering using it, while 26% have no such plans.
The skills gap emerges as the main obstacle for those who say they are unprepared for next-generation technologies, at 41%, followed by insufficient internal financial resources at 34%.
The first results from businesses that have already taken the step, however, show the technology’s potential. Among those applying agentic AI, 54% report increased operational efficiency or productivity, 48% faster decision-making and execution, and 39% improved ability to scale their operations.
The study thus identifies a clear “readiness gap”: interest in new technologies is increasing, but most businesses still do not have the skills, resources, and organizational readiness required to use them on a large scale.
The challenge of startup growth
The greater readiness of startups for the next generation of AI also reflects their broader role in the Greek ecosystem. According to the study, startups are among Greece’s strongest advantages, integrating the technology more deeply. This momentum, however, is accompanied by significant challenges as companies grow and seek to scale their activity.
It is indicative that 41% of startups say they would consider leaving Europe in order to secure better conditions for the growth and scaling of their business. By contrast, 44% answer that they would not consider such a possibility, while 15% appear undecided.
The study clarifies that these responses do not constitute specific plans to leave, but reflect businesses’ willingness to consider relocation if it offers more favorable growth conditions.
In this context, better access to growth capital, facilitating the rapid expansion of businesses, and a proportionate regulatory environment emerge as key factors for the retention and further development of the Greek startup ecosystem.
“Greece has created strong foundations to develop into one of the leading AI economies in Europe — with strong momentum in technology adoption, expanding cloud infrastructure, a growing talent pool, and a dynamic startup community,” noted Thanasis Patsakas, AWS Country Manager for Greece, Cyprus, and Malta.
“The findings of this year’s study show that this momentum is accelerating, but significant untapped potential still remains. The next step is to help businesses of every size move beyond the basic uses of AI and leverage transformative applications that strengthen their long-term competitiveness.
AWS remains committed to supporting this journey — through local infrastructure, such as the AWS Local Zone in Athens, investments in skills development, as well as the tools and services businesses need to innovate at scale,” he concluded.