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Artificial intelligence is becoming part of Europe’s strategic infrastructure. As the Netherlands considers a €5 billion AI investment agenda, the central question is no longer how much should be spent, but what enduring public capabilities and strategic assets those investments should ultimately create.
Artificial intelligence is often framed as a contest between platforms, startups and sovereign states. Public debate tends to revolve around models, chips and regulation. Yet beneath this visible layer lies a quieter infrastructure of influence: organisations that do not build AI themselves, but play a decisive role in how it is deployed, governed and ultimately normalised.
Quantum computing is often presented as a technological race: who has the most qubits, the lowest error rates or the boldest scientific claims. That framing is misleading. The real story unfolding in 2025 is not about hardware benchmarks, but about how societies choose to organize technological power.
Artificial intelligence is often discussed at the level of cloud infrastructure, foundation models and geopolitics. Yet its most immediate societal impact may unfold much closer to home. As AI increasingly becomes embedded in consumer products — from smart appliances to home automation systems — European retailers find themselves at the frontline of the next phase of AI adoption. MediaMarktSaturn Group, Europe’s largest consumer electronics retailer, offers a revealing lens into how this transition may unfold.
