Article
Where Belgium stands on AI and where it doesn’t
Today, 34.5% of Belgian companies with 10 or more employees actively use AI, placing the country 4th in Europe and nearly double the EU average. In large enterprises, the number climbs further: nearly three in four are already using it. Regular use of generative AI among Belgian workers tripled in a single year, from 13% to 34%.
The adoption story is real. But adoption is only half the story.
Marketing is where AI is landing first
Across EU enterprises, marketing and sales is the single most common use case for AI, cited by 34.7% of AI-using companies in 2025. In Belgium, the top applications are content creation, personalised communication and task automation. More than one in four Belgian companies already use AI-driven analysis on customer data to shape marketing and sales decisions.
The mood among marketing leaders reflects that momentum. In the WFA and UBA “Marketer of the Future” study, 84% of Belgian marketers say they are optimistic about the future of their profession, ahead of both European and global benchmarks. 100% identified AI integration as the most significant shift they expect in the next five years.
Belgian consumers are moving at the same pace as the AI usage in Belgian companies. More than half already use AI tools regularly. Expectations around personalisation and responsiveness are rising fast.
Strong performance. Shaky foundations.
More than one in four Belgian marketers say they significantly outperform their sector: 27%, against 17% in Europe and 19% globally. Belgian marketing teams are turning AI investment into commercial results faster than many international peers.
But the WFA/UBA data reveals something interesting. When it comes to the fundamentals (brand building, strategy, creativity) nearly half of Belgian respondents say there is still room for improvement. That’s 46%, versus 31% in Europe.
Belgium is outperforming while being more self-critical. The ambition is clearly there. Most marketers recognise that lasting results depend on strengthening the strategic and creative foundations, not just layering AI on top of them.
62% say the priority should be both: fundamentals and new developments together. Not one at the expense of the other.
The part Belgium hasn’t solved yet
Only 39% of Belgians have received any form of AI training, against a global average of 61%. Just 27% say their organisation has a formal AI policy in place. And 90% remain unaware of the EU AI Act rules that already apply to them. Rules that carry fines of up to €35 million for non-compliance.
That gap between adoption and readiness shows up inside teams too. Belgian CMOs flag data literacy, next-generation marketing skills and performance management as critical for the future but underdeveloped today. More than half of Belgian marketers rank learning and talent development as their top priority.
The awareness is there. The urgency is growing. But awareness without action doesn’t close the gap.
Organisations that invest now in AI literacy, clear usage policies and structured role design will not just stay compliant. They will unlock productivity that adoption alone cannot deliver.
You now know where Belgium stands on AI.
Now find out where your organisation stands.
Not sure where to start? Take our self-assessment and find out whether you’re ready for AI or just using it.