The Digital World of Manufacturers: Trends, AI, and Industry 4.0 by 2030
The digital transformation of industry is accelerating and will determine the competitiveness of Polish manufacturers. The European Union’s 2030 goals, AI in manufacturing, Industry 4.0, and data from Deloitte.
Until recently, digitization was considered an option, not a necessity. It was a kind of luxury, a choice reserved for large enterprises—leaders in their respective industries—while everyone else—from industrial manufacturers to service companies—could lead a quiet life on the fringes of the digital world. For many manufacturers, having a website, a product catalog in PDF format, and purchasing financial and accounting software was sufficient proof that they were keeping up with the market.
The first wave of widespread digitization
Recent years have shaken us out of our comfort zone. The world has sped up, and different sectors of the economy, like the gears in a clock, have begun to turn faster and faster.
Undoubtedly, the COVID-19 pandemic served as a catalyst for change. The need to weather the crisis forced many companies to rapidly expand their online sales channels—from B2B e-commerce sites to portals for dealers and business partners. The lockdown forced companies to invest in remote communication platforms, cloud computing, and systems for managing distributed work. In manufacturing facilities, where operators previously played a key role, it turned out that automation and robotics systems could take over part of their work.
This change was followed by others—many employees returned to their hometowns or decided to move out of the big cities permanently. The global acceptance of remote work led to a rapid digital transformation of the labor market, and as a result, teams became international and multicultural, bringing HR departments into the digital world . Shortly thereafter , companies had to invest in cybersecurity specialists.
Even typical technological laggards, such as older people and government agencies, were able to adapt tothe digital transformation fairly quickly. This was the first wave of widespread digitization —one that truly encompassed everyone, regardless of industry or prior level of technological readiness. It was driven by circumstances, rapid, and defensive in its logic.
The Second Wave of Widespread Digitization
These changes took place both in people’s personal lives—ordering meals, movies, or virtual tours without leaving home—and in every aspect of their professional lives. Manufacturers began to redefine how they communicate with customers, partners, and dealers in a world where traditional sales calls or trade shows were no longer the only sales tools.
As the market recognized emerging needs and new demands, it quickly developed appropriate solutions. Now is the time to evaluate and refine these solutions so that, from what was intended to be temporary, we can identify those that deliver lasting business results—often on an international scale.
And since more and more manufacturers are beginning to treat digital sales and customer service channels as an equally important pillar of their business, there can be no doubt that this is the second, far more powerful wave of digitization —a wave that is affecting industrial manufacturers in a more fundamental way than the first. Today, there is even talk of “diving into digital transformation.”
Europe needs to wake up fast
The key question is: will players from the European Union call the shots in this global game? The digital transformation is gaining momentum most rapidly where demographics favor change—and Europe is developing at a slightly slower pace than global leaders. Digital habits and the level of trust in new technologies are also developing more slowly here than in Asian economies, which are currently leading the way in many areas.
Despite these limitations, Europe’s response to digital challenges is gaining momentum. The scale of changes that seemed like a futuristic vision just five years ago is now becoming the standard of daily operations. According to the European Commission’s State of the Digital Decade 2025 report, member states have planned 1,910 digitalization initiatives in their national roadmaps, with a total value of €288.6 billion—equivalent to 1.14% of the EU’s GDP.
The goal is clear: by 2030, at least 75% of European companies are expected to use the cloud, data analytics, or artificial intelligence, and 90% of SMEs are expected to reach a basic level of digital intensity. Manufacturers who treat this decade as a window of opportunity for modernization will gain a cost and operational advantage for years to come. The rest will have to play catch-up amid growing competitive pressure in the market.
AI is making its way into the showroom and sales office
Artificial intelligence is no longer just an experiment confined to R&D departments. A 2026 OECD report shows that by 2025, 20% of European companies were already using AI in their day-to-day operations, and in the Nordic countries, that figure exceeded 35%. In the German, Austrian, and Swiss manufacturing sectors, the consistent use of generative AI could increase profitability by 10.7%—which for the DACH market translates to an additional €27 billion in annual profits.
Against this backdrop, the Polish market paints a different picture: according to the Polish Economic Institute , between nearly 6% and 16% of companies use AI-based solutions, depending on the survey method. At the same time, as many as 77% of entrepreneurs who do not use AI do not plan to implement it until it becomes necessary. The gap with European leaders remains significant, but the pace of growth shows that opportunities are available right now.
What you need to do today
Polish companies must quickly realize that digitalization is inevitable. Megatrends are unstoppable by nature, and their effects will be felt by everyone in society. Even those companies that are currently managing to get by in the so-called “analog world” may, in five years, face technological challenges that are difficult to imagine today.
It’s worth viewing digital transformation as an opportunity. Entering the digital world isn’t just about increasing market share and finding ways to save money in many day-to-day processes. It’s also an opportunity to revamp your business model, streamline processes, and open up new sales channels.
Whether we agree with it or not, the digital world will catch up with us anyway. So it is better to tame it as soon as possible and reap its benefits.
A manufacturer's competitiveness in 2028 depends on the decisions made today
The data from recent months leaves no room for doubt. According to Deloitte’s 2025 Smart Manufacturing and Operations Survey, 92% of manufacturers cite Industry 4.0 as the main driver of competitiveness over the next three years.
Polish manufacturers are in a unique position today: technologies are becoming increasingly accessible, their costs are falling, and international B2B customers are increasingly expecting digital standards for collaboration—from online availability to efficient data exchange. The decision to modernize digital infrastructure at this point translates into a stronger competitive position for many years to come.
Particularly significant opportunities are emerging for manufacturers of complex products—where digital technologies most effectively support variant management, quoting speed, and customer service quality. It is the manufacturing sector that currently dominates the global market for product configuration, pricing, and quoting (CPQ) solutions .
The question is no longer whether to go digital, but where to start. And the first step for any manufacturer is to understand their own product model—because that’s where the entire sales strategy and the right tools stem from. The following resource serves as a helpful starting point:
B2B Industrial Products – 3 Types and the Technology That’s Transforming Sales – three product models, their pricing logic, and the tools that naturally complement them.
Up-to-date analyses of digitalization trends in industrial manufacturing and examples of successful implementations are also posted on EXSO’s LinkedIn profile.
