Can European companies actually trust AI?

Customers entrust companies with their data – in the expectation that it will be used not only securely, but also responsibly. Especially in regulated industries, companies have a duty to ensure that the entire data journey remains controllable.

But how controllable is data that is processed using AI? Can we ensure that AI-supported decisions are not only precise, but also transparent and comprehensible?

Which strategic course do companies need to set today in order to avoid becoming dependent on technology or economic policy tomorrow?

The essentials in a nutshell

• AI providers need to be flexible to change – without proprietary dependencies
• AI only unfolds its value as part of CRM, ERP and CX systems
• Freedom instead of lock-in: an exit strategy is also needed for AI
• BSI Software is the European alternative

Technological flexibility: AI must adapt – not the other way around

The AI market is subject to constant change. Choosing the right AI solution must therefore not lead to a strategic lock-in. Especially for companies in the banking, insurance, retail and E&U sectors that work with highly sensitive data, modularity, interoperability, compliance and the ability to switch AI models are key success factors. Companies should ask themselves the following questions:

• Which AI is the right one? Whether for better performance, regulatory requirements or cost efficiency, companies need to be able to switch between different AI models – for instance, from the DeepSeek-R1 reasoning model to o3 from OpenAI or Llama 3.2. from Meta AI.
• Which cloud is the right one? Deciding on data outflows to non-European jurisdictions is now more important than ever, as processing sensitive data exclusively in a non-European cloud such as AWS, Microsoft Azure or Google Cloud can lead to strategic dependencies. European alternatives like StackIT offer more control and GDPR conformity.
• Open architecture or closed system? AI must fit into existing IT and CRM landscapes, customer processes and customer journeys instead of forcing companies into a specific ecosystem.

Deep integration into existing software: AI as an enabler, not as a parallel world

AI that is not embedded in operational reality remains a pilot project with no lasting effect. It only adds value when it is integrated deeply into existing customer processes. Especially in industries with complex customer interactions, seamless integration with existing CRM, ERP and CX solutions is crucial to the success and the desired added value of AI.

• AI should not be an external tool, but a native component of platforms.
• Agnostic solutions ensure flexibility as well as long-term strategies and independence.
• AI can only unfold its full effect if it has access to up-to-date, quality-assured data.
• AI should not act as a closed black box, but should be integrated into existing data pipelines and decision engines.

Exit strategy: without a plan B, AI becomes a risk

An AI strategy without an exit plan is not a strategy, but a bet on the future. One of the most important questions is therefore: How do we get out when the market changes? Companies that rely on AI today must ensure that they can adapt their strategy independently and flexibly tomorrow.

• Data sovereignty & cloud strategy: Companies should avoid their data being permanently “trapped” in a proprietary cloud. The so-called multi-cloud approach is key here.
• Contracts & dependencies: What happens when an AI provider drastically increases its prices or discontinues the service? Exit options must be considered from the outset.
• Governance & compliance: Who is responsible if AI makes mistakes? Companies need clear strategies for AI governance and risk management – including compliance with the EU AI Act.

The economic policy setting: Europe needs European providers

The AI debate is no longer a purely technological issue, but an economic-political and strategic challenge. Anyone who integrates AI into their CRM and CX processes is committing to a provider. However, in a world where many providers focus on non-transparency, data monopolization and lock-in effects, one question is crucial: With whom do companies want to embark on this AI journey?

There is an answer to this.

BSI Software is the only holistic CRM and CX software from Europe that deeply integrates AI while guaranteeing data protection, sovereignty and flexibility.