Croatia: AI adoption reaches 62 percent of companies

A new B2B study by the Croatian Employers Association (HUP) reveals that 62 percent of Croatian companies now utilize artificial intelligence, up from 45 percent in the previous survey. The integration of AI is moving beyond marketing and content generation into core business processes.

Key areas of growth include business process organization (up to 53 percent), document management (47 percent), and accounting, controlling, and finance (45 percent). Use in manufacturing and operational processes has doubled to 36 percent.

Among specific tools, ChatGPT is the most widely used, utilized by 77 percent of companies applying AI. Other prominent tools include Google Gemini (51 percent), Claude (33 percent), and Microsoft Copilot (32 percent).

While 64 percent of companies cite the automation of routine tasks as a primary benefit and 61 percent report increased efficiency, the association noted that the potential for reduced labor costs does not necessarily equate to a reduction in overall employment. Instead, trends suggest a combination of task automation, increased productivity, and shifts in job structures.