In the digital marketplace, Europeans should embrace technology instead of harboring apprehension.
In the rapidly evolving digital landscape, the European Union (EU) finds itself at a critical juncture. With 90% of jobs already requiring basic digital skills, it's evident that the continent's workforce needs to be more tech-savvy than ever before.
Despite some reservations, EU consumers have not turned their backs on the use of digital services and online platforms. However, a concerning trend has emerged: nearly half of Europeans do not understand what algorithms are or their widespread use in everyday life.
Recognising the need for action, the EU is taking steps to address this knowledge gap. One such initiative is the increase in support for grass-root initiatives like EU Code Week, which aims to introduce programming and digital skills to millions of Europeans.
Moreover, European countries like Switzerland and Germany are actively promoting a positive public attitude towards technologies and artificial intelligence (AI). Switzerland is advancing a new AI strategy by mid-2025, focusing on human-centered and trustworthy AI to improve public administration services while mitigating AI risks. Germany, on the other hand, fosters citizen participation and societal dialogue on digitalization and AI through institutions like the nexus Institut.
The EU-wide implementation of the EU Data Act from September 2025 will also establish clear legal frameworks for data use and transparency, supporting trust and positive perception around AI technologies in Europe.
However, the EU's efforts extend beyond just AI. The tech sector remains the most trusted industry, according to a 2019 Edelman Trust Barometer. To build on this trust, EU policymakers should refrain from using hyperbolic language about industrial revolutions, exponential rates of change, and unprecedented technological disruptions.
The EU also needs to embark on a major campaign to help its residents understand the importance of technological innovation to their future. A recent survey found that close to half of Europe's population does not have basic digital skills, and 70% believe new technologies will cause more harm than good in the coming decade.
To counteract this, the EU should transform "gloom and doom" into "hope and optimism" regarding new technologies. This could involve encouraging member states to mainstream Science, Technology, Engineering, and Mathematics (STEM) in curriculums at the national and local level.
Moreover, the downgrading of the importance of STEM, such as making math non-compulsory in high school (France), referring to tech firms as "digital gangsters" (UK), and aiming to "break up big tech" (Germany) can sow public mistrust in technology and hinder attracting European workers to STEM fields.
Automation is expected to create more jobs than it will eliminate, but this will require a workforce equipped with the necessary digital skills. The EU should expand access to European education programs like Erasmus+'s Digital Opportunity Traineeships to help bridge this skills gap.
Lastly, the EU should initiate information campaigns to raise awareness on how AI is used by businesses and debunk myths and fears about AI. Research shows that the more Europeans know about algorithms, the more they associate them with benefits rather than problems.
If the EU fails to translate broader support for technological innovation from consumers, it will face a very stiff headwind in progressing with new digital technologies. The future of the EU's digital landscape depends on its ability to educate and empower its citizens in the digital age.
