One in six Dutch companies now uses AI, most for marketing and administration

One in six companies in the Netherlands used artificial intelligence (AI) in 2025, doubling from 2023, according to the CBS. Usage is highest among companies with 250 or more employees (66 percent) and has grown sharply among firms with 50 to 250 employees (45 percent).

AI is mostly used for marketing and sales (35 percent), administrative or management tasks (32 percent), and research or innovation (25 percent). Logistics sees the least AI use, at 4 percent.

Sector use varies widely. Nearly half of trade companies and around 40 percent of firms in information and communication, and business services, use AI for marketing or sales. More than half of financial service companies apply AI for administration. Hospitality, transport, storage, and construction report the lowest use, 6 to 7 percent.

Text mining is the most common AI technology, used by 12 percent of companies, up from 4 percent in 2023. Natural language generation is used by 8 percent, and speech recognition usage has tripled to 6 percent. Machine learning and robotic process automation are also increasing.

Despite growth, three-quarters of companies do not use AI. Among those who considered it but did not adopt it, 73 percent cited lack of experience, 49 percent cited privacy concerns, and 42 percent cited legal uncertainties.

Job van den Berg, co-founder of AI.nl, said, “We are falling far behind. In the U.S., companies are reinventing themselves, convinced that 60 to 70 percent of office work can be done by AI. That kind of drive is clearly not present here.”

Eurostat reports that 20 percent of EU companies with at least 10 employees used AI in 2025, up from 13.5 percent in 2024.