Observed Signal · Oct 19, 2026 · Survey Release · Source: Retail-News · Impact: 2/5 · Sentiment: Neutral
EY Survey: Half of German CEOs See AI Skills Gap
According to the EY-Parthenon CEO Outlook Survey, 53% of German CEOs fear their companies are not developing AI skills fast enough, the highest level of agreement (21%) among surveyed countries. Globally, 44% of CEOs cite economic uncertainty as a top concern, followed by cyber risks (40%) and technological change including AI (34%). German CEOs prioritize process optimization (62%) over AI applications (48%) for productivity. 24% of German companies cannot reliably assess AI costs and ROI, while only 18% have real-time cost visibility. On average, German companies spend 0.9% of revenue on AI, with 88% expecting increased spending on generative AI over the next three years. EY recommends linking financial responsibility for AI more closely to its economic benefits.
The survey highlights AI skills gaps and cost transparency challenges among German CEOs, relevant to AI adoption in business but not directly tied to advertising technology or marketing platforms.
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Key Takeaways & Evidence Grounding
- 53% of German CEOs fear AI skills gap, highest in Europe.
- 24% of German companies cannot reliably assess AI costs and ROI.
- German companies spend average 0.9% of revenue on AI.
- 88% of German companies expect increased generative AI spending.
- 62% of German CEOs prioritize process optimization for productivity.
Connected Companies & Entities
1 Entity mapped“The CEO Outlook Survey was conducted by EY-Parthenon.”
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McKinsey: German companies scale AI but lack ROI
According to the Germany edition of McKinsey's 'State of AI in 2026: On the Road to ROI' report, German companies are scaling AI broadly across their operations, but many struggle to quantify its financial return. 49% of surveyed organizations report that AI is scaled or fully rolled out, while 43% cannot quantify its contribution to operating results. On average, German companies use AI regularly in 4.3 business functions, higher than the global average of 3.5. While 63% report at least moderate benefits, only 14% see significant impact. AI is seen to improve productivity and reduce costs more than driving revenue growth. 36% of respondents have foregone purchasing a software product or feature because they could build it internally using AI coding tools. 24% have limited AI usage due to ongoing costs, yet 64% plan to increase AI investment next year. Looking at workforce impact, 46% expect AI to contribute to headcount reductions in the coming year, up from 17% who reported such reductions last year.
Majority of German Companies Use AI Despite Existential Fears
A Bitkom study reveals that 57% of German companies with 20+ employees now use AI, up from 36% a year ago and nearly triple from two years ago. While adoption grows, maturity is low: no company fully exploits AI's potential, and 59% of users admit they don't use it at all. Benefits include improved competitive position (66%) and faster internal processes (48%), but challenges persist: 85% of non-users cite lack of technical expertise, and users face data protection (66%) and legal uncertainties (56%). The EU AI Act is a growing concern, with 37% expecting direct impact and 89% of those foreseeing high bureaucratic costs. Despite job loss fears, practical experience reduces concerns, and 70% invest in training. AI spending is increasing for 45% of companies, with infrastructure as a major cost factor for 51%.
Low AI Budgets Slow Germany’s AI Transformation
A Strand Partners study for AWS, “Erschließung des KI‑Potenzials in Deutschland 2026,” finds 63% of German companies use AI but only 15% apply it widely enough to create new products, business models or workflows — down from 21% last year and below the European average (22%). Most firms remain at basic applications (chatbots, copilots) rather than next‑generation agentic or physical AI; only 22% initially know about agentic AI though 57% could imagine testing it after explanation. Firms using agentic AI report markedly stronger outcomes (92% see productivity gains; 96% expect growth; 48% report higher revenues). Key barriers are missing AI/digital skills (49%), lack of dedicated AI budgets (39%) and rising compliance costs (~44% of tech spend). The study warns Germany risks losing growth, investment and startups unless capital, talent and regulatory frameworks improve.
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