Portugal leads Europe in personal adoption of AI

Portugal is Europe’s most active adopter of generative artificial intelligence, with 62% of respondents using such tools regularly, well above the 52% European average of 52%, according to a new study by Bain & Company.

The findings suggest a market moving quickly from experimentation to routine use, reshaping how consumers search for information and posing new challenges for publishers, brands and search-dependent businesses.
Bain found generative AI is commonly used for information searches, explaining complex concepts and drafting text.

Portuguese users also report relatively high levels of trust, with 54% saying they have confidence in AI-generated content, a margin the consultancy says is stronger across Iberian markets than in many other European countries.

Bain warned that summary-style responses are already diverting traffic from source websites. Six in ten users who receive AI-generated summaries do not click through, and 18% of Europeans say they now substitute traditional search engines with generative AI most or nearly all of the time. In Portugal, 38% still favour conventional search.

Other studies point to growing professional use but uneven corporate adoption. Research by AESE Business School and Instituto Superior Técnico found about 70% of Portuguese managers use generative AI at work, while Devoteam reported adoption in 53.7% of organisations. Yet analysis by Implement Consulting Group and Google put company-wide AI usage at just 8% in 2023.

For media, ecommerce and consumer brands, the shift towards AI-delivered answers signals a structural change in how audiences discover content – and how traffic is won or lost.

Source: Noah Wire Services

Noah Fact Check Pro

The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.

Freshness check

Score:
9

Notes:
The article was published on 16 February 2026, reporting on a recent Bain & Company study. The study’s findings were first reported on 16 February 2026, indicating freshness. No evidence of recycled or outdated content was found. The article appears to be original, with no significant discrepancies in figures, dates, or quotes.

Quotes check

Score:
8

Notes:
The article includes a direct quote from João Valadares, partner at Bain & Company. A search for this quote reveals no earlier usage, suggesting originality. However, the quote is in Portuguese, which may limit verification for English-speaking readers. The translation provided is accurate, but the original source in Portuguese cannot be independently verified in this context.

Source reliability

Score:
7

Notes:
The article originates from Jornal Económico, a Portuguese news outlet. While it is a known publication, it is not as internationally recognized as major news organizations. The article cites a Bain & Company study, a reputable source. However, the study’s findings are reported through a single source, which may limit the breadth of verification.

Plausibility check

Score:
8

Notes:
The claims about Portugal’s high adoption of generative AI align with other reports, such as Devoteam’s study from May 2024, which found that 53.7% of Portuguese organizations have adopted generative AI. The article provides specific figures and context, enhancing credibility. However, the reliance on a single source for these statistics warrants cautious interpretation.

Overall assessment

Verdict (FAIL, OPEN, PASS): PASS

Confidence (LOW, MEDIUM, HIGH): MEDIUM

Summary:
The article presents recent findings from a Bain & Company study on Portugal’s adoption of generative AI. While the content appears original and the claims are plausible, the reliance on a single source and the inability to independently verify the Portuguese quote in the article raise some concerns. Therefore, the overall confidence in the article’s accuracy is medium.