Why upskilling is essential for Europe’s AI future: moving from basics to fluency

It’s undeniable that work will change for many Europeans in the years ahead. We’ve witnessed this “ripple effect” with every major technological shift—from computers to the Internet. While research indicates far more jobs will be created than lost, we can’t ignore the impending disruption; we must prepare for it.

On one end of the spectrum, new technologies like AI have the potential to spawn industries and create millions of jobs. Twenty years ago, the idea of a professional YouTube Creator didn’t exist—today, there are over 60 million worldwide.

Across Europe, estimates suggest 61% of jobs will be enhanced by generative AI, while up to 7% will undergo long-term transitions. These roles—whether augmented or transformed—are our focus, ensuring AI expands rather than automates human potential.

In Europe, the stakes are too high to overlook. Widespread AI adoption could boost the region’s GDP by €1.2 trillion, an 8% increase over the next decade. We’ve already seen promising AI stories across the continent: Spanish startup Idoven uses AI to detect heart disease earlier; UK-based Roly’s reimagines fudge recipes; and Maria Teresa Pellegrino leveraged AI to modernize marketing materials for her family’s 100-year-old Italian olive oil business.

But these gains won’t come automatically. To foster more success stories like Idoven, Roly’s, and Maria’s, Europe’s public sector, nonprofits, employers, and universities must collaborate to equip people and businesses with the AI skills they need.

Today, we’re announcing AI Works for Europe: a series of commitments, research, and training to support this effort.

AI’s impact on entry-level jobs is a key focus. Over the past year, we supported European social enterprise INCO and nonprofit Chance to explore how AI reshapes early careers and develop tailored solutions for Europe’s future workforce. Drawing on OECD and European Commission employment datasets, INCO used AI to analyze 31 million+ job postings and interviewed 1,500+ UK/EU employers and young jobseekers. They found nearly 25% of entry-level roles now require AI skills, and 74% of SME employers struggle to find qualified candidates. Demand is highest in certain fields: AI requirements for Accounting & Finance roles tripled since 2023, and 41% of digital marketing/content roles now need entry-level AI proficiency.

In response, with our support, INCO and Chance created NewFutures:AI—advanced AI curricula for final-year students, helping them build practical skills and access career support (especially in high-need sectors). The curriculum will be free for students via partnerships with 50 European higher education institutions.

But we can’t only focus on the future workforce—we need to upskill current workers too.

Since 2015, we’ve trained over 21 million Europeans (including Brits) in digital or AI skills. These trainings work: our Google AI Essentials course is Coursera’s most popular ever, and 80% of EU certificate graduates report positive career outcomes (new job, promotion, or raise) within six months.

New IPSOS research shows AI literacy—the ability to understand, evaluate, and decide on AI—is vital for adoption. We need to move from surface-level AI knowledge to using it as a substantive collaborator. We just released a Google AI Professional Certificate focused on this: taking people and businesses from AI foundations to fluency. It’s available globally in English now, with translations into 10 European languages coming soon.

Creating resources alone isn’t enough; partnering with trusted community organizations drives broad, equitable access. That’s why we’re supporting local nonprofits like Talents for Tech and AI Sweden to share the certificate and wraparound resources with 50,000 European workers via trade unions and community groups.

Significant change is coming. Together, across public and private sectors, we must invest in people to ensure they have tomorrow’s AI skills. Just as the internet unlocked new ways to work and build businesses, we need to empower people to innovate with AI.