Half of companies use AI in at least one operational process

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• Most Romanian companies are still in an early stage of using AI tools;
• 34% of business leaders have a cautious attitude towards AI use;
• 49% of employees use AI tools for translations and 1 in 3 for generating new ideas.

According to the study "AI in Business, Communication, and Research" conducted by Rogalski Damaschin in collaboration with Reveal Marketing Research between August and September 2025, most Romanian companies are still in an early stage of artificial intelligence adoption.

The research results show that 41% of companies have not integrated AI solutions into their operations at all, 37% use them in a few processes, and 14% use them only for specific projects. Leadership's attitude towards using these tools is generally one of caution (34%) or resistance (14%). 13% of Romanian leaders are enthusiastic about the possibility of integrating AI into business.

"The AI revolution will be a reality in the next 5-10 years and will change the world, just as other major technological revolutions have. However, the data we obtained shows that we, as organizations and professionals, are not yet ready for this change. AI adoption will require the development of new skills and specialized teams, which, at this moment, can be an opportunity for brands to learn, experiment, and set standards for the responsible and creative integration and use of AI in Romania," stated Marius Luican, CEO of Reveal Marketing Research. 

AI solutions, primarily used for streamlining specific tasks

Currently, AI use is limited to specific tasks for increasing productivity, internal automation, or customer support. The dominant perception remains that AI is primarily an efficiency tool, with artificial intelligence-based solutions being used mostly for translations (49%), exploring new ideas (31%), data analysis (22%), content personalization (22%), or text generation (21%). Additionally, 1 in 10 employees use AI as an assistant for writing code or software solutions.

AI Governance, still unclear in half of companies

Large companies, especially those in industries with high digital maturity, have started allocating budgets and developing formal AI strategies. SMEs are limited to ad-hoc experiments, with reduced resources and no clear expansion plans. In traditional and regulated industries (energy, construction, pharma), the approach remains cautious, and AI governance principles are still being defined. 

The research shows that 24% of respondents stated that their companies do not have a person responsible for AI governance, and 26% do not know if this role has been assigned.

Opportunity for brands. The role of communication becomes more important

"The study results confirm that Romania is in an early stage where companies are experimenting with and testing AI. In this phase, communication plays an essential role, because beyond technology, the real challenge is human preparedness. AI cannot replace tacit knowledge accumulated over time, intuitions, or people's ability to build trusting relationships. Therefore, brands that know how to combine artificial intelligence with human intelligence will be the ones that win in the long term, through transparency, relevance, and authentic communication in the digital ecosystems we already inhabit." stated Alina Damaschin, Managing Partner at Rogalski Damaschin.

In this context, Rogalski Damaschin is preparing to launch products dedicated to PR and creativity in the new AI era. The initiative aims to connect creativity with data and transform how brands communicate, innovate, and measure their results. Details about the hub and its products will be announced in the coming period.

The research was conducted by Reveal Marketing Research and included 25 in-depth interviews with business leaders from key industries and 1007 online questionnaires with employees and entrepreneurs.

The full report can be downloaded here.

About Rogalski Damaschin 

With over 18 years of activity, Rogalski Damaschin is one of Romania's most respected, largest, and highest-performing independent communication agencies, with a client portfolio active in the energy, technology, banking, pharma, and consumer goods industries.

The agency is a member of PROI Worldwide and was ranked 3rd in 2020 among the most creative agencies in EMEA, and in 2025 was included by PRovoke Media in the Top 50 best agencies in Continental Europe. 

About Reveal Marketing Research 

Reveal Marketing Research is a full-service market research company specializing in marketing research, sociological studies, customer insight, business strategy, and market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research forms the basis for sound decisions and brand positioning. Its qualitative and quantitative solutions have been assisting companies in Romania and other European countries for 17 years.

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