The OSKA applied study primarily focuses on the expanding use of generative artificial intelligence in business—including large language models and other content-creation support technologies—and its impact on workforce skills requirements.
Generative AI enables the automation of activities such as text and visual content creation, customer interaction, idea generation, and decision support, which were previously considered inherently human-centred. Alongside the need to become familiar with new tools, this transformation also requires addressing broader changes in work processes, role expectations, and skills development.
The experiences of Estonian companies confirm that the adoption of AI is often constrained not by technological limitations, but by a lack of employee awareness and skills.
The aim of the study is to map both general and so-called function-specific AI skills required by employees in sales and marketing, customer service, and product development—areas considered to have the highest potential for the application of generative AI. The study also examines the roles through which AI solutions are introduced into companies: managers, so-called informed commissioners, and end users. This perspective helps to understand the impact of AI adoption not only in terms of building technological capability, but also in the context of reshaping work processes and organisational decision-making.
The applied study draws on the experiences of Estonian companies, interviews, international studies, analyses, and academic literature. The results will provide input for skills development measures that support the effective adoption of AI solutions in Estonian enterprises. The study focuses on areas of work where the implementation of generative AI is expected to have the greatest impact on productivity, value creation, and competitive position.
OSKA study: The impact of artificial intelligence on workforce skills needs in business in Estonian
