July has been consolidating itself globally as Artificial Intelligence (AI) Awareness Month.
Although there is no single internationally recognized date, this month has been used by governments, universities, international organizations, and tech companies to debate the challenges, opportunities, and responsibilities associated with the use of this technology that is profoundly redefining the economy, business models, and the skills of the future.
This is the right time for Portuguese companies to reflect on their digital and technological maturity, and on the role that AI can, and should, play in their growth and competitiveness strategies.
Portugal is accelerating AI adoption: what does the data tell us?
According to the study by Amazon Web Services (AWS), titled “Unlocking Portugal’s AI Ambitions in the Digital Decade in 2025”, Portugal is experiencing a moment of remarkable dynamism:
- 41% of Portuguese companies already use AI, which corresponds to about 96,000 companies that adopted this technology for the first time in the last year alone;
- This is equivalent to one new company adopting AI every five minutes;
- Startups lead adoption (62%), with more than half having already integrated AI strategically;
- Large companies show an adoption rate of 55%, but only 11% use it in a truly transformative way;
- SMEs keep pace with the national average, but 65% are still in the most basic stages of digital maturity.
This growth is being driven not only by increased technological literacy but also by the tangible advantages that AI offers to organizations:
- 77% of companies that adopted AI report significant productivity gains;
- AI allows for cost reduction, process optimization, improved customer experience, and the development of new products and services.
- AI as a transformation factor in all sectors.
The practical cases emerging in Portugal illustrate the cross-cutting impact of AI:
- Visor.ai, by using the Amazon Bedrock service, achieved a 30% increase in customer satisfaction thanks to the integration of intelligent conversational platforms;
- OutSystems, a national unicorn, developed an AI Agent Builder that allows its customers to integrate generative AI into their own applications;
- Secil, a traditional cement industry, is applying generative AI agents in human resources management and industrial safety;
- Ascendi, in the infrastructure sector, uses AI to automate customer interactions and improve the performance of its chatbots.
These examples demonstrate that AI is not exclusive to the tech sector: it is a cross-cutting tool, applicable in industrial, logistics, energy, creative, public, and service sectors.
But obstacles still remain to be overcome
Despite the progress, the AWS study highlights three main barriers to the widespread adoption of AI in Portugal:
1. Regulatory uncertainty: 37% of companies point to a lack of regulatory clarity as a barrier to adoption; 44% of startups state that this uncertainty has affected their strategies; The recently approved EU AI Act brings new challenges that require adaptation and legal vigilance.
2. Perception of high costs: 34% of companies fear the initial investments;
3. Lack of digital skills: 42% of companies identify the shortage of qualified people as a critical barrier; 57% indicate that this gap is compromising their pace of innovation.
With the forecast that 48% of new jobs will require AI skills by 2027, it is imperative to invest now in reskilling and training teams.
Responsible AI: ethics, security, and trust are inseparable
The adoption of AI solutions must be accompanied by an approach based on principles of ethics, transparency, and responsibility, as proposed by the OECD and by publications such as “Responsible Artificial Intelligence: How to Develop and Use AI in a Responsible Way” – Virginia Dignum
Among the principles to follow, the following stand out:
- The explainability and interpretability of algorithms;
- Non-discrimination and bias mitigation;
- The protection of data privacy and security;
- Human supervision in automated decisions.
It is within this framework that public support programs, such as Portugal 2030 and the PRR – Recovery and Resilience Plan, play a strategic role by providing funding for the implementation of emerging technologies, including AI, in a secure, ethical, and sustainable manner.
And the funding? Portugal 2030 supports this leap
National and European strategy recognizes the importance of the digital transition with a strong focus on AI. There are specific funding lines under Portugal 2030 and the PRR – Recovery and Resilience Plan that can support:
- The introduction of AI in production processes;
- Training workers in digital skills and artificial intelligence;
- The development of new products and services based on AI.
Advanced Way is prepared to support your company on this journey: from identifying the funding opportunity to preparing the application, implementing the solution, and measuring impact.
July is AI month. But it can be the turning point for your company.
The AI-based digital transformation is inevitable and those who do not integrate it risk losing competitiveness, attractiveness, and relevance in the global market. If you want to:
- Improve competitiveness with AI
- Innovate responsibly
- Finance this transformation with public support
AI is not just a technology. It is a new way of thinking, deciding, and evolving. And the future starts now.
We foster the sustainable growth of organizations with purpose and responsible artificial intelligence through strategic business consulting.
