In 2025, 32.7% of EU residents aged 16–74 used generative AI. In Poland, the figure was around 22.7% — almost one in four people. These are official Eurostat data. They do not mean that one in four customers already uses AI to choose a service provider, but they show the scale of the audience for whom ChatGPT, Gemini and other AI tools have already become familiar. Eurostat data
How Can You Estimate the Financial Risk Zone?
If a business does not yet know what share of its customers uses AI when choosing a provider, it is better not to invent a single number. Instead, it can use scenario analysis, an established financial forecasting tool. The calculation uses the company’s monthly revenue, an assumed share of customer decisions involving AI, and the share of relevant AI scenarios in which competitors appear but the company does not. CFA Institute — Company Analysis: Forecasting
Example: PLN 60,000 in Monthly Revenue
Suppose a company generates PLN 60,000 in monthly revenue, and a measurement shows that competitors appear while the company is absent in 60% of relevant AI scenarios. If AI is involved in 10% of customer decisions, the modelled risk zone is equivalent to 6% of monthly revenue, or PLN 3,600. At 20%, it is 12%, or PLN 7,200. At 30%, it is 18%, or PLN 10,800. The calculation is simple: monthly revenue × share of customer decisions involving AI × share of AI scenarios in which your company is absent.
What Changes as the Business Grows?
For a company generating PLN 1,000,000 in monthly revenue, the scale changes significantly. With the same 60% AI absence rate and a scenario in which AI is involved in 20% of customer decisions: 1,000,000 × 20% × 60% = PLN 120,000. That is equivalent to 12% of current monthly revenue. It does not mean the company has already lost PLN 120,000. It represents the financial scale of the modelled risk zone, not a forecast of actual lost revenue.
For a business owner, the question is therefore no longer only whether AI recommends the company. The more important question is: what share of customer decisions may be taking place through AI without the company being considered — and what could the financial scale of that risk be?
Sources: Eurostat, Use and purposes of the use of generative AI tools, 2025; CFA Institute, Company Analysis: Forecasting
To base the scenario on an actual measurement, see the AI Visibility Audit
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