According to the 2025 AI Readiness Index, Hungarian internet users’ preparedness for artificial intelligence increased: the composite score rose from 3.94 in 2024 to 4.44 in 2025. The index was prepared by PwC Magyarország on behalf of Publicis Groupe Hungary and was presented at this year’s AI Summit.
The survey was conducted online in July 2025 with a sample of 2,380 participants, representative of the digitally affine, internet-using population. The Index evaluated respondents across five weighted components: current knowledge (35%), technology utilisation (25%), transformative impact at work (15%), transformative impact in private life (15%), and recommendation (10%).
Component changes and specific figures
All five measured categories showed increases:
- Current knowledge: 3.75 → 3.93
- Technology utilisation: 2.79 → 3.56 (substantial rise)
- Transformative impact at work: 3.93 → 4.59
- Transformative impact in private life: 5.50 → 6.09
- Recommendation (recognition of value): 5.17 → 5.72
The marked improvement in “technology utilisation” together with the higher perceived impact on private life indicates deeper integration of AI technologies into everyday activities.
Usage patterns and tool awareness
The share of respondents who regularly use some form of AI rose from 26% in 2024 to 42% in 2025 — a one-and-a-half-fold increase. The most active user groups are:
- Generation Z: 71%
- Students: 88%
- Knowledge workers: 56%
Use cases have shifted compared with 2024: 60% use AI for private matters, 46% for translation, 31% for text generation, and 27% for image generation.
The best-known service is ChatGPT, whose spontaneous awareness increased from 8.6% to 22.6% in 2025, putting it well ahead of other tools. Google’s Gemini had 6.2% awareness. Microsoft Copilot, while widely used in workplace settings, has lower spontaneous personal awareness at 4%.
Rising distrust and concern
Despite higher readiness and usage, concern about AI has edged up: 36% of respondents reported worries in 2024, while 38% did so in 2025. The main worry expressed is the indistinction and recognition of generated versus real content.
Notably, 35% of respondents believe that lexicographical knowledge will no longer be needed because of AI — an opinion that raises further questions for education and public policy.
Rapid technological progress and broader adoption of AI place pressure on users, who increasingly worry about data protection, reliability, and transparency. These concerns could hinder wider acceptance of AI and create challenges that slow the technology’s long-term integration.
Methodology (for editors)
Commissioned by Publicis Groupe Hungary, the PwC Magyarország AI and data analytics team carried out an online representative survey among the digitally affine Hungarian population for the second time. A total of 2,380 people participated in the online questionnaire in July 2025. The Index scores are weighted across five key aspects: current knowledge (35%), technology utilisation (25%), transformative impact at work (15%), transformative impact in private life (15%), and recommendation (10%).
Conclusion
The 2025 survey shows clear growth in AI readiness and usage in Hungary, but also a simultaneous rise in skepticism and concern. The findings underscore that while AI’s diffusion brings opportunities, it also poses social, ethical and regulatory challenges that need attention in education, corporate practice and policymaking.
