At a Portfolio SME forum in Szeged, experts discussed the main challenges and opportunities facing Hungarian small and medium-sized enterprises: managing energy costs, practical use of artificial intelligence (AI), changes in customer acquisition, digitalization in agriculture, and succession in family businesses. The common conclusion was that competitiveness increasingly depends on building deliberate, systemic solutions rather than single investments.
Economic context and risks
Speakers noted that Hungarian companies face multiple pressures: stagnant productivity, efficiency expectations driven by AI, rising labour costs, and increased energy risk tied to geopolitical tensions such as those affecting the Strait of Hormuz. The forum also connected to the Back to Europe 2026 theme: after April’s elections Hungary returned to the European map of attention, and government priorities include drawing down EU funds domestically and pursuing euro adoption over the longer term. The conference explored the steps needed and how EU money could support the economy.
Energy management: figures and options
Szalai Sándor, KKV sales manager at E.ON Energiamegoldások, stressed that energy is a significant competitiveness factor: energy expenses account for on average 10–13% of company costs in Hungary, and in the HoReCa sector this share can reach 15–20%. He also noted that Hungarian businesses pay among the highest energy prices in Europe.
Panelists argued that besides fixed-price contracts, market-based instruments such as exchange-traded, spot and zonal time products could become increasingly important: aligning consumption with solar-rich daytime periods can yield substantial savings. Energy storage also matters — batteries allow cheaper daytime energy to be used during more expensive evening hours.
Customer acquisition and AI in marketing
Szeder Péter, digital strategy director at Initiative Media, pointed out that the AI era brings new rules for customer acquisition. Companies must do more than merely maintain an online presence: they need structured, credible, expert content to appear in AI-driven searches and recommendation systems. Personal leadership branding becomes especially valuable for SMEs.
Agriculture as an AI proving ground
Dr. Mikó Edit, dean of the Faculty of Agriculture at the University of Szeged, argued that agriculture is one of the toughest practical testbeds for AI. AI provides real value when it supports concrete farming decisions — for example in sowing schedules, plant protection, nutrient management or animal health monitoring — rather than serving merely as a fashionable label.
Practical experiences with corporate AI adoption
A dedicated roundtable moderated by Bilicki Vilmos, university lecturer at the University of Szeged, covered hands‑on aspects. Olajos Márk, CEO of Four Creation, said AI is a useful supporting tool in the creative industry but cannot replace human thinking. Fehérvári Krisztina, CEO of Poliext, reported that AI-based meeting and project management improved managerial control and efficiency. Csiha Márk, founder-CEO of Csiha Innovációs és Technológiai Zrt., highlighted that in software development AI can reduce certain monotonous tasks from months to weeks, while scaling, data security and cloud usage remain significant issues.
Family businesses: succession and wealth structuring
A panel on family business succession, moderated by Virág Nikolett, CEO of VND Research, offered practical guidance. Virág argued successful succession is not measured solely by the size of transferred assets but by whether the family can organize wealth into an economic system partly independent of the company’s performance. Koch Pálma, marketing director at Koch Borászat, emphasized clarifying responsibilities; Dobó Gábor, CEO of Quantrax Kft., warned that succession should not be forced — the next generation must genuinely want to work in the company. Illés István, partner at Apelso Trust, recommended separating private assets from family business assets because the latter requires deliberate legal, financial and organizational planning.
Closing thoughts
The conference concluded that Hungarian SMEs most likely to gain advantage in 2026 will be those that proactively build systems for energy use, AI deployment, customer acquisition and succession planning. Participants stressed this requires integrated, cross-functional strategic work rather than one-off fixes.
