The EY Entrepreneurship Barometer, produced for the second time, finds that entrepreneurs across Central and Southeast Europe are prioritizing predictable operations and efficiency in an uncertain global economic environment. The anonymous online survey ran in February–March 2026, collected responses from more than 1,000 business owners across 16 countries, and included 173 respondents from Hungary.
Profile of Hungarian respondents
Hungarian business leaders describe themselves as cautious: for the second consecutive year they identify economic uncertainty, bureaucratic regulation, limited financial resources and a shortage of skilled labour as the main constraints on momentum. That cautious stance is reflected in investment choices, with firms preferring projects that directly improve operational efficiency.
Investment priorities and financing
Compared with regional peers, Hungarian companies are less likely to plan investments in new facilities, online sales solutions or IT developments. By contrast, machinery and equipment investments feature more strongly in Hungary than the regional average. Longer‑term or higher‑risk projects are generally being postponed.
Hungarian firms continue to finance growth largely from internal funds and rely far less on external or bank financing than regional counterparts. While this preserves owner control, it can also hinder faster expansion—especially for projects requiring substantial up‑front capital such as digitalisation, automation or capacity expansion.
Vékási Tamás, CEO of EY Hungary, said the survey aims to show how domestic owners perform in a regional comparison and to highlight areas where targeted improvements or external expert support can deliver tangible progress. Horváth Csaba, partner at EY‑Parthenon, noted that although company efficiency has improved, non‑bank external capital could play an important role in accelerating digitalisation and innovation.
Labour market challenges
Most Hungarian entrepreneurs would keep their existing workforce, yet willingness to hire has declined: only a quarter of respondents plan to recruit new employees, while nearly half of respondents across the region foresee staff expansion. The greatest difficulty in Hungary remains finding candidates with appropriate qualifications and relevant professional experience, and attracting and retaining skilled talent remains a pressing challenge.
Artificial intelligence and digitalisation
Use of artificial intelligence (AI) and machine learning has grown noticeably in Hungary over the past year, primarily for data analysis, administrative support and marketing activities. Hungarian companies expect AI and digital technologies mainly to improve productivity and support decision‑making, indicating an emphasis on internal performance gains rather than broad organisational transformation.
Full business integration of AI is still at an early stage in most firms, and investment intensity lags behind the regional average. The next steps are likely to be more deliberate application of technologies, better data management and focusing investments on areas that deliver the greatest business impact. Vékási stressed that AI alone does not create competitive advantage—the difference is made by linking technology to concrete business goals, delivering measurable results and scaling successful solutions.
About the survey
The anonymous online EY Entrepreneurship Barometer was conducted in February–March 2026 across 16 countries: Bulgaria, Cyprus, Czechia, Estonia, Greece, Croatia, Poland, Latvia, Lithuania, Hungary, Malta, Romania, Serbia, Slovakia, Slovenia and Turkey. The Hungarian sample included 173 entrepreneurs. The research aims to provide a comprehensive snapshot of the current state of the entrepreneurial ecosystem in the region.
Conclusion
Overall, the survey shows Hungarian companies concentrating on operational stability and efficiency, with cautious attitudes toward larger or riskier investments. Targeted moves in digitalisation, AI adoption and workforce development, supported by broader external financing options, could materially strengthen the competitiveness of domestic firms.
