Artificial Intelligence in Latvia is Used Very Fragmentedly 0 11

In Latvia, the use of AI tools by individuals aligns with the EU average, while businesses lag behind. Estonia and Lithuania utilize this new technology more frequently.

Overall, among EU countries, the use of AI tools among individuals is most common in Denmark (48.4%), Estonia (46.6%), and Malta (46.5%), while outside the EU, it is also prevalent in Norway (56.3%) and Switzerland (47.0%). Companies most frequently use AI in Denmark (42.0%), Finland (37.8%), and Sweden (35.0%). At the other end of the spectrum are Romania (5.2%) and Poland (8.4%).

The marketing director of the recruitment company "WorkingDay Latvia," Maris Silinieks, sees a clear but gradual trend. Skills in working with AI are not yet a universal requirement, but in certain areas, they are already becoming a significant advantage. The focus on AI is most often required or highly valued in fields such as IT and data analysis, marketing and communications (content, campaign optimization, analytics), financial and risk analysis, human resources, and selection processes.

"Employers are less frequently looking for an 'AI specialist,' but much more often for a professional in their field who knows how to use AI as a tool. This practical, everyday use becomes a distinguishing advantage among equal candidates," notes Silinieks.

AI itself does not pose a threat to jobs; the threat lies in the lack of skills to work with it. The attitude of Latvian companies towards AI can generally be characterized as cautiously positive. Interest is high, but there is still a lack of knowledge about where to start, and there are simultaneous concerns regarding data security and regulatory compliance. There are also no clear business examples (what the real benefits will be), and investment opportunities in new technologies in small and medium-sized enterprises are limited. As a result, AI is often used fragmentedly.

"Individual employees use it independently, but at the company level, there is no clear strategy. In Northern Europe, however, AI is more often implemented in an organized manner, within the framework of digitalization and productivity enhancement policies," says Silinieks.

Looking at the map of Europe, we see that Scandinavian countries use AI more frequently. This is likely not a coincidence. The use of AI closely correlates with a higher level of national wealth, greater investments in education and research, digital skills in society as a whole, trust in technologies and institutions, as well as long-term thinking in company management.