In the three years since artificial intelligence (AI) models became available to the general public, they have managed to take an important place in the daily work of companies.
The study "Digital Portrait of a Leader 2025" found that text generators have been the most widely used so far, but the wishes of business users are much more ambitious. Companies would like to entrust AI with many more responsible tasks, including workforce planning and the preparation of official documents.
The results of the survey of Latvian companies show that the greatest interest lies in involving AI in the work of the human resources department. 46.2% of all respondents would like to entrust AI tools with employee workload planning and creating work schedules. Among senior and middle management, this desire is even stronger - 49% of those surveyed consider this possibility.
Considering that planning is largely a mathematical task, AI tools would handle it very well, evenly distributing the workload and planning sufficiently long rest periods.
The second most popular desire is to entrust AI with the duties of a legal assistant or clerk. Currently, generative chatbots are intensively used for drafting emails and applications, but entrepreneurs want to rely on them for preparing various contracts, orders, and other documentation. If there were confidence in the business environment that AI would not make mistakes, 42.8% of all respondents would willingly use such specialist services. In this regard, the interest of managers in AI is stronger than that of employees. In the first group, 48% of respondents would like to see virtual assistants in their team, while among employees, it is 37.1%.
There is also considerable interest in involving AI in managing social media and preparing marketing materials. 37.2% of respondents plan to entrust these tasks to smart digital tools, while 31.7% would hand over accounting to AI in the future, and 30.3% would do so for customer service.
Less trust is placed in AI's ability to handle promotion and active sales. In this area, only 20.7% of companies would rely on chatbots, and even fewer in manufacturing matters. Only 13.1% of companies plan to allow AI to manage production equipment and logistics networks in the foreseeable future.
"The next few years will more clearly define the role of AI in business activities: digital tools will transform from individual assistants used by individual employees for specific tasks into real colleagues with clearly defined job descriptions," concludes Viesturs Slaidins, head of Jumis Pro, which conducted the study.
The study "Digital Portrait of a Leader 2025" was conducted in the fall of 2025 and involved 145 leaders, department heads, and employees of Latvian companies.
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