Apply AI Strategy Enhancing opportunities for European startups and SMEs

Recognising that enhancing opportunities for European startups and SMEs in the field of AI is a key cross-sectoral challenge for Europe, the Apply AI Strategy puts forward targeted measures to accelerate AI adoption, improve market access, and reduce risks for small businesses (see p. 13 of the Strategy and related actions in the Annex).

At the core of these actions, the Commission places the network of more than 200 European Digital Innovation Hubs (EDIHs) across Europe. EDIHs are one-stop shops supporting locally companies and public sector organisations in their digital transformation. EDIHs have expertise in key technologies, including AI, and offer four core services: test before invest – offering technical expertise, experimentation facilities, and AI-related services; training and skills development – supporting upskilling and reskilling for workforce transformation; access to finance – facilitating connections with public and private funding sources and investors; and innovation ecosystem building – fostering networking, collaboration, and partnerships.

Going forward, EDIHs will further reinforce their AI capabilities as AI experience centres and facilitate the matching of European AI providers with organisations seeking to integrate AI into their operations. In this context, the Apply AI Strategy proposed the launch of a call for expression of interest (by Q2 2026) inviting companies to share their AI models with the EDIHs, which will promote their deployment across critical sectors. To better address specific challenges of such sectors, EDIHs will also strengthen their specialisation, ensuring tailored support for SMEs and startups. 

Given their unique geographical position, EDIHs will also act as privileged local access points for companies in Europe to the European AI innovation ecosystem, guaranteeing a flexible and seamless AI journey for companies. A self-assessment tool will help businesses evaluate their market readiness and navigate funding opportunities. Furthermore, the Commission will establish a discussion forum for stakeholders to provide legal guidance on AI contracting, including model contract terms to mitigate risks for SMEs.

In addition to the above-mentioned actions, the Commission will, by the end of November 2025, launch a self-assessment tool for all SMEs featured in the EU’s Innovation Radar platform. This data-driven tool analyses their market readiness, identifies available support measures and provides targeted guidance for navigating the funding landscape.

In conclusion, the Apply AI Strategy represents a significant step forward in enhancing opportunities for European startups and SMEs. These initiatives demonstrate the Commission’s commitment to fostering a competitive and inclusive AI ecosystem, ensuring that European businesses can innovate, scale, and lead in the digital transition.