UK HR professionals lead Europe in AI adoption
The UK is emerging as a European frontrunner in AI adoption within HR, with 55% of organisations now investing in AI to support the workplace – well ahead of the European average of 38%. New research from leading European HR solutions provider SD Worx shows British employers are increasingly using AI to streamline operations, improve the employee experience, and future-proof HR practices. Investment in AI for HR has seen a significant year-on-year increase in the UK, rising from 35% in 2024 to 55% in 2025. The most common areas for AI investment include learning and development (31%), where personalised training pathways are being introduced; recruitment (28%), with tools automating CV screening and interview scheduling; and HR support (28%), where AI-driven chatbots are helping employees get quick answers to common queries. In all areas, UK adoption is outpacing the European average, highlighting the country’s forward-thinking approach to workplace transformation. AI use is also growing rapidly among HR employees themselves. In the UK, 31% now say they regularly use AI at work – up from 21.6% last year and well above the European average of 23%. Employees are turning to AI for tasks such as automating admin, generating content, analysing data, and personalising their own learning and development. Almost one in three regular users in the UK now also believes the use of AI will completely transform how they work – far more than the European average of 19.3%. Despite strong investment levels, less than half (41.7%) of UK respondents say their organisation has already seen significant outcomes from using AI in HR, highlighting that many are still in the early stages of their AI adoption journey. Despite rapid uptake from businesses and employees, challenges remain. 40% of UK HR professionals are concerned about AI reducing the ‘human touch’ essential to effective people management, while 39% worry about ethical issues such as algorithmic bias or lack of transparency. A further 38% say their organisation lacks sufficient internal AI expertise, and another 38% are concerned about data privacy and security. These figures reflect the growing need for responsible, well-governed AI implementation in HR. “We’re seeing a clear shift in mindset. HR is no longer just an administrative function but a strategic driver of innovation, employee experience, and long-term business value. UK employers are embracing AI to boost efficiency, improve decision-making, and provide hyper-personalised support to their people – all while navigating complex compliance and regulatory demands. What sets the UK apart is this willingness to invest early, experiment boldly, and integrate AI across multiple HR domains in a purposeful, human-centred way.” We recommend that employers establish a clear AI policy: who is allowed to use which tools, how can the organisation stay up to date, and how do you ensure knowledge is retained when roles or technologies change? Anyone who wants to use AI wisely in HR should start with a clear objective. How can AI make work more meaningful, improve the employee experience, or create more value? As you implement AI, make sure to invest in upskilling your HR team. Use AI in a fair and transparent way, in line with the European AI legislation. That’s the only way to build trust with employees and stakeholders. Make sure AI does not remain a collection of isolated pilot projects but becomes a cohesive whole. Work on an integrated approach that connects all HR domains — from recruitment to development and retention. Tom Saeys, Chief Operations Officer, SD Worx SD Worx, the leading European HR services provider, supports both small and large organizations with their HR and payroll challenges. To stay in touch with employers and employees, SD Worx regularly conducts in-depth surveys. The analysis of the most recent ‘HR & Payroll Pulse’ provides organizations with valuable insights to sharpen and future-proof their HR and payroll strategies. The survey was conducted in February 2025 across 16 European countries: Belgium, Germany, Finland, France, Ireland, Italy, Croatia, the Netherlands, Norway, Poland, Romania, Serbia, Slovenia, Spain, Sweden, and the United Kingdom by the SD Worx Research Institute. A total of 5,625 employers and 16,000 employees were surveyed. The results offer a representative picture of the labor market in each country. To find out how SD Worx can help your retail operation, visit them here.UK businesses and employees are leading the charge
Concerns around ethics and the ‘human touch’
UK employers are thinking beyond the hype
How to make AI a valuable HR partner
About the international survey
