Europe’s largest firms are predominantly present in “old” industries. It’s a pattern we first noticed in our inaugural Fortune 500 Europe record final 12 months, the place the highest 10 is dominated by fossil gasoline giants, automotive and finance.
That doesn’t examine favorably with the U.S. record, the place dynamic tech and pharmaceutical companies grapple for the highest spot alongside retail teams, and even hybrids of tech and retail, particularly Amazon.
There are simply 15 tech firms on this 12 months’s Fortune 500 Europe, in contrast with 49 within the U.S. American tech firms account for 5x extra income on the record in contrast with these in Europe.
That explains among the giant income hole between the lists. The U.S. Fortune 500 firms amassed $18.8 trillion in revenues final 12 months, in contrast with $14.5 trillion for Europe’s titans.
Whereas the early winners of the AI increase—NVIDIA, Microsoft, and Google—have been discovered on the western aspect of the Atlantic Ocean, legacy companies are shortly realizing the alternatives of automation.
“There is so much potential…”
Mark Learn OBE, CEO of WPP
Peter Oppenheimer, Goldman Sachs’ chief international fairness strategist and head of macro analysis in Europe, advised Fortune earlier this 12 months the most important winners of AI might be the businesses that leverage the expertise moderately than these at its innovative, akin to the canal increase of the 18th century.
Amid a widening hole between AI gamers within the U.S. and the remainder of the market, and CEOs’ ongoing tussles over regulation in Europe, companies on the continent leveraging AI to seek out efficiencies signify the most effective likelihood of Europe closing the hole with the States.
However the race is on. In his 69-page EU competitiveness report, former ECB president Mario Draghi identified that European productiveness diverged from the U.S. within the Nineteen Nineties due to a failure to “capitalize on the first digital revolution led by the internet.”
To keep away from falling behind within the newest AI-based revolution, vertically integrating tech in Europe’s industries shall be key, Draghi says, they usually must be fast.
“The question for European companies is how they can leverage AI more aggressively, regardless of its origin. There is so much potential for them to take advantage of the billions of dollars being invested globally,” Mark Learn OBE, CEO of communications firm WPP, advised Fortune.
Jason Alden/Bloomberg through Getty Photos
Europe’s AI adopters
The debut of the inaugural Fortune 500 Europe record in 2023 got here as companies had been beginning to come to phrases with the implications of the appearance of ChatGPT. Massive Language Fashions (LLMs) allowed each member of a family to make the most of the expertise, offering them with the primary actual understanding of its capabilities.
“The topic [of AI] in itself is not new,” Florian Mueller, EMEA head of AI follow at consultancy Bain & Co, advised Fortune.
“I think what has changed, and ChatGPT probably marks the real moment of change, is that the velocity of adoption has dramatically increased.”
Mueller provides that, in contrast with earlier technological revolutions, implementing AI in a company is comparatively reasonably priced.
Early proof would counsel Europe’s largest hitters don’t wish to be left behind within the newest technological revolution.
Mueller says that historically, AI implementation was sometimes the remit of industries already dealing with a lot of knowledge, for instance, firms working in knowledge communications, banking, and insurance coverage.
He added that the broad tech integration within the final two years has been present in Gen AI.
“Whether it’s using it for software development, for customer assistance, whether it’s supporting knowledge workers in their processes, a lot of uptake in the marketing space. All of those you see literally across the board.”
Volkswagen, the chief of the Fortune 500 Europe in 2024, introduced in January that it had launched an AI firm, following the introduction of ChatGPT to its automobiles at the beginning of the 12 months.
A number of carmakers are utilizing LLMs as in-car assistants, whereas AI is creating the bedrock for a possible way forward for autonomous driving.
Shell, a predominately fossil fuel-based firm based practically 120 years in the past, has additionally embraced using AI throughout its operations. The corporate makes use of reinforcement studying to assist optimize its drilling operations, has partnered with C3 AI to develop predictive upkeep capabilities, and used machine studying for stock and demand forecasting.
The pharmaceutical sector, which boasts Fortune 500 Europe hitters like Roche Group, Novartis, and Sanofi, is shortly leveraging AI in cutting-edge drug discovery.
The shift, Mueller says, has created a battle for expertise as non-tech firms battle to recruit knowledge scientists and machine studying engineers to assist remodel their operations.
Jeenah Moon/Bloomberg through Getty Photos
Is it actual?
The proliferation of AI adoption was met with fanfare amongst buyers, who cheered firms’ enthusiasm for tech that promised to spice up productiveness. This early within the sport, although, there aren’t but many examples of this funding translating into vital returns on funding.
Europe’s banking sector is perhaps the earliest instance of an trade that may use AI to boost profitability.
Evident, an intelligence platform, has drawn up an index of worldwide banks ranked by their AI preparedness ranges, breaking it down by expertise, innovation, management, and transparency. Inevitably, European firms fall behind American ones who put the foundations in place for the AI transition early.
Alexandra Mousavizadeh, co-founder and CEO of Evident, says Evident picked the banking sector for example of uptake as a result of it represented “mammoth organizations that were going from legacy to trying to become AI first,” and was utilizing AI in roles throughout its group.
European banks, together with HSBC and Spanish group BBVA, had been among the many highest Fortune 500 climbers within the final 12 months. However for different firms which have been sluggish to introduce autonomous techniques and rent the sharpest new AI expertise, the window of alternative is closing.
“When it really comes down to ROI in the next 18 months, they’re just going to pull ahead. And when that starts, the game is over,” Mousavizadeh advised Fortune.
Startup DeepL offers translation companies for half of the U.S. Fortune 500. David Parry-Jones, DeepL’s chief income officer, says there may be a whole lot of noise round LLMs which have made rollout more durable throughout organizations.
“The promise is obviously dramatic on the basis of what these things could do, but the reality of implementation within a large enterprise is not the same,” Parry-Jones advised Fortune.
Krisztian Bocsi/Bloomberg through Getty Photos
Regulatory hurdles
A number of CEOs, together with Spotify co-founder Daniel Ek, have warned of regulatory variations between Europe and the U.S. that might trigger Europe to overlook out on the newest technological revolution.
Chatting with the FT earlier this week, Nicolai Tangen, the CEO of the $2 trillion Norwegian oil fund, summarized: “In America, you have lots of AI and little regulation, and in Europe, you have little AI and lots of regulation.”
Creating, launching, or simply utilizing expertise is more durable in Europe than it’s anyplace else on this planet.
Matt Brittin, EMEA president for Google
Matt Brittin, Google’s EMEA president says, in some ways, Europe is in a wonderful place on AI.
”It has a well-educated workforce and a single market, which might assist new innovation scale and profit everybody quickly. Nevertheless, as Mario Draghi’s report final month discovered, the EU is falling behind its international counterparts relating to innovation,” Brittin advised Fortune.
Brittin agreed {that a} specific problem within the EU was the extent to which regulation on AI was applied within the area.
“Over the past 5 years, we’ve seen over 100 new legal guidelines that have an effect on the digital economic system and society. In fact, there have to be clear guidelines of the street, however these guidelines are sometimes conflicting, untested, and inconsistently applied.
“Put simply, developing, launching, or just using technology is harder in Europe than it is anywhere else in the world. To stay in the global race, the EU needs a new approach: mitigating the risks of new technology while enabling innovation.”
