Our Media Team, PwC Hungary, by our request, conducted a second, country-wide representative research about the Hungarian AI Readiness, and about the first-ever AI Sentiment Index.
42%. 60%. 4,44. These are not empty numbers, but metrics that tell a whole, fascinating story.
At this year’s AI Summit, Publicis Groupe Hungary revealed the updated AI Readiness Index for 2025. The full house audience was presented with findings showing that Hungarians are becoming increasingly more familiar with artificial intelligence and using it more often in their daily lives.
In just over a year, Hungary’s AI readiness score jumped from 3.9 to 4.44 (on a 10-point scale). According to the online, representative survey, 83% of respondents know what AI is, and 42% use AI tools daily – up from 26% last year.
One of the most interesting findings points to how the eldest generations adapted the new technology: 24% of seniors now use AI in their everyday routines. The Veteran Generation and Gen Z are the most optimistic towards AI advancement, while white-collar workers are generally more reluctant.
Gen Z and knowledge workers are the most active users, but usage patterns have shifted:
For the first time, the research measured how people feel about AI. The national AI Sentiment Score came in at 5.41, suggesting optimism and general faith in improvement.
People are most excited to see how AI’s role in future innovations will unfold, but remain wary about data privacy. Despite growing realism around AI’s impact, 53% of respondents believe they can still tell whether an image is real or AI-generated — though this number may drop as technology advances.
Jakab Greifenstein, Performance Media Director, said: “AI is evolving faster than ever, and it’s incredible to see that the Hungarians are reacting to it as well. In comparison to our 2024 study, the percentage of active users has significantly grown, which signals that these tools have irreversibly become parts of our lives. This is no longer a fading trend.”