Ethics, sustainability or education? How European nations prioritise AI issues

Last spring, Penta surveyed over 1,000 senior policymakers in Washington, D.C., asking which areas required additional federal regulation. Overwhelmingly, they identified Artificial Intelligence as the top priority (43%). This led our team in Europe to ask the same question: do EU policymakers share this view?

The answer is yes. Similarly, 46% of senior EU policymakers also selected AI as the issue most in need of greater regulation. What is behind these AI discussions among policymakers? How do their perspectives differ across countries?

Using Penta’s proprietary platform, we analysed AI-related discussions in five European countries—France, Germany, Italy, the Netherlands, and the United Kingdom—identifying key issues shaping their regulatory priorities. 

Examining over 46,000 data points from February 2024 to January 2025, we found that the top three concerns in AI regulation across these nations are ethics, jobs, and higher education. European policymakers prioritise ethical AI development, focusing on issues such as manipulation, bias, and privacy violations, with strong governmental advocacy for corporate governance frameworks.

Unsurprisingly, job loss also emerged as a major concern, mirroring previous research we conducted in the U.S. workplace. A significant divide persists: senior leadership is more familiar with and enthusiastic about AI, while junior employees express concerns about job security and privacy. This highlights a clear generational gap in AI adoption perceptions within large companies.

As AI continues to reshape industries, the regulatory landscape in Europe and the U.S. is evolving in parallel—but with potential divergences that businesses must navigate. This research highlights that within Europe, differing regulatory approaches across countries underscores the need for companies operating across borders to anticipate these differences, engage proactively with policymakers, and establish internal AI governance aligned with emerging ethical standards. Achieving this requires deep insights to identify opportunities where organisations can excel. The question is no longer if AI will be regulated, but how businesses can adapt to these shifting expectations to remain competitive and compliant.