Maltese businesses are among Europe's most enthusiastic users and prospective adopters of artificial intelligence and automation for customer service, according to a new European Commission survey that also highlights the role of labour shortages in driving demand for the technology.
The latest Flash Eurobarometer on artificial intelligence and algorithmic management found that 67% of surveyed Maltese businesses using or planning to introduce these technologies identified customer service and client relations as an area of application.
That compares with an EU average of 47%, with Malta recording the highest proportion among member states.
The findings suggest that customer-facing operations are emerging as a particularly important area for automation among Maltese businesses, where companies are increasingly exploring technology to manage workloads and improve efficiency.
Labour shortages appear to be another significant factor.
According to the country-level figures, 57% of Maltese respondents cited difficulties finding workers as a reason for adopting AI and automated systems, compared with an EU average of 16%.
That places Malta alongside Portugal and behind only Romania, highlighting the extent to which workforce constraints may be influencing technology investment decisions.
The findings come from a Eurobarometer survey conducted between March and April 2026, involving approximately 12,800 business leaders across the European Union.
The research examined how small, medium-sized and mid-cap companies are using AI and algorithmic management, as well as the obstacles preventing wider adoption.
Across the EU, 42% of surveyed businesses reported already using these technologies, while another 21% said they planned to introduce them in the coming years.
Customer service and client relations emerged as the most common application, ahead of employee performance monitoring and productivity assessment, cited by 36%, and logistics, planning and staff scheduling, at 30%.
The distinction between current and planned adoption is important, however. The figures do not necessarily mean that two-thirds of Maltese businesses have already automated their customer service operations.
The survey also covers algorithmic management and automated decision-support systems, which do not always rely on artificial intelligence.
Nevertheless, the results point to an interesting relationship between Malta's labour market and the growing appeal of automation.
For businesses operating with limited staffing resources, technologies capable of handling routine enquiries, supporting customer communications or reducing administrative workloads may offer a way to expand capacity without increasing headcount at the same rate.
The wider European findings also highlight barriers to adoption, including investment costs, legal uncertainty and shortages of relevant expertise.
For Malta, the challenge may therefore be less about generating interest in AI and more about ensuring that businesses have the skills, resources and governance structures needed to deploy it effectively.
The survey suggests that automation is increasingly being considered not only as a productivity tool, but also as a response to some of the structural pressures facing businesses and their workforces.
