Publicis Groupe Hungary conducted Hungary’s most comprehensive research yet on AI readiness in collaboration with GKID.
Together with GKID, a representative survey was carried out involving more than 2,000 participants from various generations to assess Hungary’s level of AI maturity. Hungary only scores 3.9 out of 10 on the AI Readiness Index, so we still have a long way to go. However, what is clear is that the potential for AI to transform the labor market and key industries is significant.
Our research revealed a generational divide in AI usage. Generation Z leads with 91% familiarity and 46% daily usage, while older generations show more hesitance, with Baby Boomers reporting 74% familiarity.
AI is gradually being integrated into the workplace, with 27% of respondents using it for work-related tasks, although 40% still do not engage with the technology. In daily life, 26% of Hungarians use AI for translation, searches, and personal inquiries.
AI is already impacting industries like advertising, where its growing use in search and virtual assistants is beginning to challenge traditional search-based advertising models, with 45% of respondents saying they already use AI-based tools for searches and 31% using chatbots and virtual assistants daily.
Our Performance Media Director, Jakab Greifenstein notes, “AI tools provide direct answers to users’ questions. This significantly reduces traditional search traffic, threatening the future of search engine-based advertising, which is currently the backbone of the free Internet. As these technologies become more widespread, AI applications will become increasingly challenging for the digital advertising market.”
The evolving AI landscape offers businesses both challenges and opportunities. As AI adoption grows, so will its impact on industries like advertising, presenting new avenues for growth and innovation.