EY: investment priorities for businesses in 2026

This is according to the second edition of the EY Entrepreneurship Barometer Greece 2026, conducted by EY Greece. The survey was carried out between 2 February and 9 March 2026, based on a sample of 167 Greek entrepreneurs, and is part of a broader study covering 14 countries across Northern, Central and Southeastern Europe.

Strong interest in artificial intelligence

Greek entrepreneurs are increasingly recognising the importance of innovation and new technologies for business growth. According to the survey, 83% report that they increased their use of artificial intelligence and machine learning applications over the past 12 months, a figure higher than the average across the countries included in the study (76%).

However, investment in this area remains relatively limited. Three in five entrepreneurs either invested up to €25,000 in artificial intelligence and other digital technologies over the past three years (39%), or made no investment at all (20%).

A positive development is the rising share of businesses making larger-scale investments. Specifically, 18% reported investing more than €100,000, compared with 10% in the 2025 edition of the survey.

Bureaucracy and regulation remain key barriers

Although Greek entrepreneurs remain more optimistic than the average across participating countries, confidence in the business environment has declined compared with last year.

Bureaucracy and regulatory complexity emerge as the most significant barrier to entrepreneurship, with 78% of respondents identifying them as the primary challenge, despite the ongoing digitalisation of public services.

Investment driven by internal resources and focused on digital transformation

Investment intentions remain strong, with Greek entrepreneurs showing greater willingness to invest over the next 12 months compared with their peers in other participating countries.

The majority of planned investment is directed towards digital transformation projects, such as upgrades to IT systems and software applications, which account for 63% of responses.

Financing continues to rely primarily on internal resources, with 66% of businesses stating that they fund investments through retained earnings and own capital.

Positive employment outlook, but labour costs are rising

Despite a more cautious outlook compared with 2025, employment prospects remain positive. A total of 53% of entrepreneurs plan to increase full-time headcount, while reliance on external collaborators is also rising, reaching 20%, up from 14% a year earlier.

At the same time, the availability of workers with the required skills remains the biggest hiring challenge, according to 69% of respondents. Labour costs and the need to offer competitive compensation and benefits are also emerging as the most significant human resource management challenge for 2026, cited by 52%, up from 45% the previous year.

Commenting on the findings, EY Greece CEO Georgios Papadimitriou noted that Greek businesses are moving from the planning phase to the implementation of their investment strategies, emphasising that success increasingly depends on targeted investment, operational efficiency and effective execution.

Meanwhile, EY Private Leader in Greece and EY Organization, Change and People Consulting Leader Efthychia Kassekaki highlighted that an unstable global environment and the need to transform Greece’s production model make it essential to accelerate business transformation, with investments in artificial intelligence, skills development and organisational agility.