The digital market in Italy

2025 marks two important themes in Italian digitalisation: on one side it is a continuously growing field, able to create new jobs; on the other side, there has been a notable increase in artificial intelligence. In 2024 the Italian digital market has surpassed GDP growth, rising over 3.7%. Today we go into detail on the Italian situation thanks to the report "Il Digitale in Italia nel 2025," recently published by Anitec-Assiform.

In 2024 the Italian digital market has registered a growth of 3,7%, reaching 81,6 billions of euros, surpassing the national GDP growth rate. The most dynamic sectors were:

The forecast for the 2025-2028 period indicates an average annual growth rate of 3.3%, with a strong pull by the digital enablers & transformers (cloud, big data, IA) that will rise at an average annual rate of +10.2%.

Digital enablers & transformers are cloud computing, cybersecurity, big data management, AI, and cognitive computing solutions. These are precisely the sectors in which more is being invested. These technologies will grow by an annual average of +10.2% until 2028, well beyond the ICT's average sector. Cloud, in particular, acts as an enabling infrastructure for other solutions, while AI and big data will become key means for rapid service decisions and customisation.

AI enthusiasm was strongly felt in 2024, with the sector registering a growth of 38.7%. The European Commission has issued the AI Act, a regulation that disciplines what concerns development and artificial intelligence management in Europe. Italy has been among the first countries that transpose the directive with the AI DDL. This one also foresees a 1 billion euro investment to promote research, development, and the adoption of AI in SMEs. In contrast, the sector of big companies remains still very diverse. Only 25% consider AI as an element of their strategic plan, while 56% are still exploring its possible applications.

The Italian PNRR (Italy's National Recovery and Resilience Plan) confirms itself as a key element for the digital growth of the country. At the end of 2024, its Mission 1, dedicated to digitalisation and innovation, had already activated a series of projects for over 19 billion euros, with targeted interventions on cloud, interoperability, cybersecurity, and digital public services. The components intended for public administration are being gradually implemented thanks to the Consip and Digital Transformation Department's support. Next to the PNRR, the Transition 5.0 Plan and the AI DDL are also contributing to strengthening investments in emerging technologies like AI, promoting research, digital literacy, and development among SMEs. These tools, if well coordinated, can accelerate the digital adoption in the Italian economy.

In 2024 an increasing number of Italian companies decided to focus on the digital area to improve processes, efficiency, and competitiveness. Big companies guide this change, strongly investing in technologies like cloud, cybersecurity, data management, and collaboration tools. Even SMEs are gradually following this direction, driven by innovation and available public aid. The areas where the digital demand is higher are those allowing businesses to be more agile, secure, and connected, representing an indispensable tool to face an increasingly dynamic market.

Online sales continue to strengthen in 2024. transforming from a complimentary channel to a real business core for many Italian companies. On average, one business out of 5 is already selling through digital platforms, and over half of them have also reached international customers. The e-commerce channel represents 1/5 of revenue for businesses adopting this path, confirming its increasing relevance. Despite that, the gap between microenterprises and structured realities remains evident. The former ones are still less present on the digital front. At the same time, even online services integrated into business management increase, providing a chance for companies to become more reactive and modern.

Despite the fact that digital transformation in Italy is transforming the job market, many companies struggle to find professionals with advanced sectorial skills. The digital skills level of Italians is below the European average: only 45.8% of Italians possesses basic digital skills, while the European average has been aroung 55.6%. This entails a slowdown of technology adoption and a loss of competiveness for business. The latter ones are trying to counter this gap, that is mostly felt in the AI, cloud and data science areas. 

Many public administrations struggle to integrate digital technologies systematically in spite of the PNRR investments. Organisational constraints, internal skills deficiencies, and trouble in coordinating the different institutional levels cause a slowdown in projects' management. Initiatives often result in fragmentation and concentrate on single tools, rather than on a real process transformation.

SMEs represent the backbone of the Italian economy but demonstrate a scarce adoption of advanced technologies. In many cases a long-term strategic vision is missing, and digital investments are occasional or tied to contingent needs. Concerns related to costs, the systems' complexities, and difficulties in finding reliable technological partners are also stopping innovation.

Another obstacle is represented by the absence of coordination among various subjects involved in digital products, both in the public and private sectors. Projects are often not accompanied by clear governance nor efficient indicators to measure their impact. This leads to a resource dispersion and unsatisfactory results, even when financings are consistent.

There are still marked differences between urban and rural areas in terms of connectivity and access to digital services. In many Italian areas the broadband or ultra-broadband is still not sufficient to support evolved applications. This infrastructural gap hinders especially small companies and local public administrations, hindering digital equity among territories. 

Guardando ai prossimi anni, la digitalizzazione in Italia è destinata a giocare un ruolo sempre più strategico per la crescita economica, la competitività e la sostenibilità del Paese. Le tecnologie emergenti – dall’IA agli analytics, passando per il quantum computing – saranno centrali per guidare le transizioni ecologica, sanitaria e produttiva. Tuttavia, per sfruttare appieno queste opportunità sarà necessario colmare le attuali lacune: migliorare le competenze, rafforzare le infrastrutture, accelerare la modernizzazione della PA e ridurre i divari territoriali. Il successo dipenderà dalla capacità del sistema Paese di integrare tecnologia, governance e cultura digitale, trasformando l’innovazione in valore diffuso e duraturo.
Looking at