Agentic AI adoption across business functions SEA 2025
McKinsey and Statista published data on agentic AI adoption across business functions in Southeast Asia in 2025. The chart shows IT as the function with the highest share of companies in the scaling or fully scaled phase.
The finding matters for European sales and marketing teams because it suggests that agentic AI is moving from testing to deployment in enterprise workflows. For Europe, the data is a useful benchmark for planning AI-enabled customer service, marketing operations, and internal automation, even though the survey covers Asia only.
Main barriers to AI adoption among companies SEA 2025
A Statista/McKinsey survey of 330 companies in Southeast Asia found that the main barriers to AI adoption in 2025 were lack of internal expertise or talent and integration complexity with existing systems. The findings matter for European companies because they point to the same implementation risks many firms face when moving from AI pilots to scaled deployment. For sales and marketing teams, the lesson is that adoption depends not only on tools, but also on skills, workflows, and system integration.
AI adoption rate among companies SEA 2025, by industry
Statista published a 2025 survey on AI adoption among companies in Southeast Asia, broken down by industry. The data shows how far different sectors have moved from testing to scaling, which is a useful benchmark for European firms assessing competitive pressure and AI maturity in regional sales and marketing teams.
AI adoption rate among companies SEA 2025
A 2025 survey of 330 companies in Southeast Asia found that AI adoption was mostly in the scaling phase, with a smaller share saying it was fully scaled. The result shows that many firms in the region are moving beyond pilots, which matters for European sales and marketing teams assessing AI-ready partners, competitors, and demand patterns in adjacent markets.
AI risks actively managed or mitigated by businesses SEA 2025
Businesses in Southeast Asia said in 2025 that they were actively managing or mitigating AI risks, with inaccuracy cited as the most common concern, followed by cybersecurity. Political stability was named much less often.
The findings matter for European companies using AI tools or selling into the region, because they show where compliance and risk controls are most likely to face scrutiny. For sales and marketing teams, the data suggests that reliability and data security remain the strongest messages when positioning AI solutions in Europe.
Which Are the Most Innovative Countries?
Switzerland has again topped the World Intellectual Property Organization’s 2026 Global Innovation Index, with a score of 66.7 out of 100. The United States stayed in third place, behind Sweden, and the top 10 rankings were unchanged except for small shifts among the United Kingdom, the Netherlands and Finland.
For Europe, the result reinforces the region’s concentration of highly innovative markets, which matters for investment, talent and cross-border expansion decisions. For sales and marketing teams, it also points to a relatively stable innovation landscape in key European economies, where positioning around technology capability and R&D can remain effective.
Who Leads the AI Patent Race?
China dominated granted AI patents in 2024 with a 74 percent share, while the United States accounted for 12 percent and Europe for 3 percent. This highlights how concentrated AI innovation has become and suggests European companies may face a widening gap in IP and product development capacity. For Sales and Marketing teams, it also signals that AI vendor messaging in Europe will increasingly need to account for stronger Chinese and U.S. technology leadership.
Who Likes To Try Out Innovative Tech Products?
A Statista survey shows that 31 percent of about 60,000 Americans say they like trying innovative tech products, compared with one in two respondents in China and Indonesia. The finding matters for European sales and marketing teams because appetite for new devices varies sharply by market, so launch timing, messaging and channel mix may need to be adapted country by country.
What Keeps Workers From Using AI on the Job?
A PwC survey found that 40% of workers use AI tools at work at least weekly, while more than half use them only a few times a year or not at all. Concerns about accuracy and quality were the top barrier, followed by a lack of opportunities to use AI and weak incentives to build AI skills.
For European employers, the findings point to a gap between AI availability and everyday adoption. That matters for sales and marketing teams because broad rollout depends not only on tools, but also on training, clear use cases, and internal rewards.
4 in 10 Workers Use AI Every Week, Agents Still Lag Behind
PwC found that 64 percent of workers used generative AI tools at work in the past 12 months, while 10 percent use them daily. The survey also shows that AI agents are still far less common, with 48 percent saying they have not used one at work.
The findings matter for European employers because basic AI use is already mainstream, but workflow automation is still early. For sales and marketing teams, this suggests immediate gains from training on generative AI, while agent-based tools will need more support before they can scale.
How Are AI Tools Used in News Consumption?
A Reuters Institute survey found that 10% of more than 90,000 respondents worldwide use AI chatbots for news on a weekly basis. The most common use is asking follow-up questions, while 35% use them to get the latest news directly.
This matters for European publishers because AI tools can intercept audience traffic before it reaches news sites. For sales and marketing teams, it increases the importance of content visibility inside chatbots and other AI-driven discovery channels.
How Will Newsrooms Respond to the Rise of AI?
Reuters Institute survey finds newsroom leaders want AI to push journalists toward investigative reporting, on-the-ground reporting and deeper analysis. They expect AI to automate more general news reproduction and evergreen service content, including travel guides and product reviews.
This matters for European publishers because it points to a sharper split between high-value journalism and lower-value content that can be replicated by chatbots. For sales and marketing teams, it also signals rising demand for premium, human-led formats that can support subscriptions and brand differentiation.
Global Affairs: Key insights, data and solutions
Ipsos says global concern about military conflict between nations has risen to 13% across 30 countries, up 4 points from a year earlier. This matters for European markets because geopolitical risk can affect consumer confidence, purchasing decisions, and demand planning for sales and marketing teams.
Sports and Entertainment: Key insights on fandom, betting, media, and more
Ipsos published a roundup of its data on sports and entertainment, covering fandom, sports betting, live events, streaming and sponsorship. The findings show strong interest in live sports and growing concern about betting integrity, which matters for brands planning media and sponsorship campaigns in Europe. For sales and marketing teams, the data points to continued value in event-based reach, while also signalling the need for careful messaging around gambling-related partnerships.
Gen Z: Key takeaways, data, and strategic insights
Ipsos publishes Gen Z findings across several topics
Ipsos has gathered recent data on Gen Z covering screen time, social media, family formation, home ownership, and attitudes toward gender roles. For European marketers and sales teams, the main takeaway is that Gen Z is not a single segment, so campaigns need to reflect life stage, country context, and differing values rather than broad generational labels.
The economy: Key insights, data and solutions on inflation, recession, consumer confidence and more
Ipsos says 68% of U.S. adults think the cost of living is on the wrong track, while 78% say their grocery bill is higher than a year ago. The findings reinforce that price pressure remains a key consumer issue, and similar patterns in Europe would continue to shape demand, trade-down behavior, and pricing sensitivity for sales and marketing teams.
Most younger Americans consider ‘cost per wear’ as a metric for apparel purchases
Ipsos says most younger Americans use “cost per wear” when judging apparel purchases. The survey also found that more than eight in ten Americans reject the idea that expensive clothes are necessarily better.
For European retailers and brands, the finding reinforces that price alone is a weaker signal of value for younger shoppers. It suggests stronger pressure on Sales and Marketing teams to prove durability, quality, and sustainability with clear evidence rather than brand prestige.
Most Americans now understand how tariffs work; More see the costs, fewer see the benefits
Ipsos found that more Americans now correctly understand how tariffs work, with understanding up 10 points since December 2024. The survey also shows fewer people see tariff-driven price increases as worth it, which matters for European exporters and marketers watching U.S. trade sentiment and consumer demand spillovers.
One in three Americans have talked to a chatbot instead of their doctor
Ipsos says one in three Americans have asked a chatbot a medical question instead of going to a doctor, and one in four report experiencing medical nihilism. The finding matters for Europe because it points to growing consumer reliance on AI for health advice, which can shape trust, digital health behavior, and marketing for healthcare brands.
Most Americans trust food inspections less
Ipsos found that 54% of Americans say they trust food inspectors less after recent food recalls, while only 39% say they trust inspectors overall. The result matters for food brands and retailers because recall waves can quickly weaken consumer confidence and change buying behavior, including reduced fresh produce purchases. In Europe, similar safety concerns can also affect trust in supermarkets, private labels, and regulated food supply chains.
The Ipsos Care-o-Meter: What does America know about vs. what does America care about?
Ipsos says Americans are paying close attention to diesel fuel prices, interest rates and food prices in its latest Care-o-Meter wave. The results matter in Europe because price changes quickly shape consumer sentiment, which affects demand generation, sales planning and marketing messaging across inflation-sensitive markets.
Ipsos Consumer Tracker
Ipsos finds tariffs are now widely seen as raising prices. In its latest Consumer Tracker, 81% of Americans say tariffs will raise the price of goods, and 71% say they have already seen tariff-driven price increases.
For European sales and marketing teams, the result is a reminder that price sensitivity remains a central consumer issue in export markets tied to U.S. demand. It also signals that messaging on value, pricing and supply chain transparency may need to stay prominent as tariff effects shape buying behavior.
The Sustainability Reality Check: Why Consumers Are Rethinking Sustainability in 2026
Ipsos says consumers still care deeply about sustainability, but rising costs and economic uncertainty are changing what they can act on. The research matters for European brands because affordable, low-effort sustainability claims are more likely to resonate than costly behavior changes. It also suggests sales and marketing teams need clearer proof points, especially where trust and value are under pressure.
Consumer Sentiment Near Record Low as Prices Stay High
U.S. consumer sentiment fell 3.6 points in September to its lowest level since May, with the University of Michigan index again dropping below 50. Year-ahead inflation expectations rose to 4.6 percent and long-run expectations to 3.4 percent. For Europe, the reading reinforces the risk that persistent price pressure can keep consumers cautious and weaken demand for imported goods, which matters for sales and marketing planning.
Most Travelers Shop Around Before Booking a Trip
Nearly two-thirds of U.S. travelers compare offers on more than one online travel platform before booking a trip, according to a 2026 iSeatz survey. Only one in five plan and book an entire trip on a single platform.
For European travel sellers, this underlines how price comparison and cross-platform visibility shape conversion. It also matters for sales and marketing teams because direct-booking strategies must compete with metasearch, OTAs, and loyalty offers across the European market.
State of the Nation: Heading into the Holiday Season
Ipsos announced a webinar for 29 October 2026 on consumer sentiment heading into the holiday season in the US and Canada. The session will cover spending priorities, value-seeking behaviour and the growing role of AI in shopping. For European retailers and brands, it offers a signal on how cautious consumers may behave in similar high-pressure Q4 markets.
New Ipsos study finds Target leads grocery delivery, while Safeway ranks first for curbside pickup
Ipsos released its 2026 Channel Check-In grocery eCommerce study, finding Target ranked first for grocery delivery and Safeway first for curbside pickup. The study says 59% of online grocery shoppers also buy in-store, and one in three would abandon an order over fees, pricing gaps or weak fulfillment.
For European grocers and retailers, the findings underline how online grocery is tied to overall customer loyalty, not just digital sales. For sales and marketing teams, price transparency, order accuracy and reliable pickup or delivery are key levers in a market where hybrid shopping is already common.