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How nine digital frontrunners can lead on AI in Europe
McKinsey · 2020 · cover
How nine digital frontrunners can lead on AI in Europe
 AI has started to surpass human accuracy
McKinsey · 2020 · context
AI has started to surpass human accuracy
 AI covers a wide spectrum of technologies and has started to surpass human accuracy levels on defined tasks
McKinsey · 2020 · context
AI covers a wide spectrum of technologies and has started to surpass human accuracy levels on defined tasks
 AI is gaining momentum across society
McKinsey · 2020 · context
AI is gaining momentum across society
31x — Growth factor
 Several countries have published AI strategies
McKinsey · 2020 · case_study
Several countries have published AI strategies
 With AI receiving increasing attention, several countries have released strategies on AI
McKinsey · 2020 · timeline
With AI receiving increasing attention, several countries have released strategies on AI
 The US is home to the world's top AI clusters
McKinsey · 2020 · context
The US is home to the world's top AI clusters
 EXHIBIT 8: Majority of AI clusters driving innovation located in the US
McKinsey · 2020 · geographic_map
EXHIBIT 8: Majority of AI clusters driving innovation located in the US
18 — Global cluster ranking
 The nine digital frontrunners could play a leading role in Europe
McKinsey · 2020 · key_messages
The nine digital frontrunners could play a leading role in Europe
 DF9 are well positioned globally on AI readiness when accounting for size
McKinsey · 2020 · benchmark_peers
DF9 are well positioned globally on AI readiness when accounting for size
29 — AI readiness
 The DF9 can harness the AI opportunity
McKinsey · 2020 · key_messages
The DF9 can harness the AI opportunity
 EXHIBIT 13: DF9 could build on its strengths to take a leading position in AI
McKinsey · 2020 · benchmark_peers
EXHIBIT 13: DF9 could build on its strengths to take a leading position in AI
 In addition to building on strengths, the DF9 could address AI readiness development areas
McKinsey · 2020 · diagnosis
In addition to building on strengths, the DF9 could address AI readiness development areas
 The DF9 have unique strengths, but must solve key challenges
McKinsey · 2020 · key_messages
The DF9 have unique strengths, but must solve key challenges
 EXHIBIT 16: The potential economic impact for the DF9 from AI is substantial; 1.4% in additional annual GDP growth
McKinsey · 2020 · impact_sizing
EXHIBIT 16: The potential economic impact for the DF9 from AI is substantial; 1.4% in additional annual GDP growth
1.4% — Annual GDP growth
 EXHIBIT 17: DF9 scaled investments by 4x in previous technology wave, while the AI wave will likely require ~8x
McKinsey · 2020 · financial_analysis
EXHIBIT 17: DF9 scaled investments by 4x in previous technology wave, while the AI wave will likely require ~8x
8x — Investment scaling factor
 AI has the potential to deliver social and welfare benefits in the DF9
McKinsey · 2020 · context
AI has the potential to deliver social and welfare benefits in the DF9
0.4% — GDP equivalent
 Beyond GDP growth, AI could deliver significant welfare benefits for the DF9
McKinsey · 2020 · financial_analysis
Beyond GDP growth, AI could deliver significant welfare benefits for the DF9
+0.4 — GDP equivalents
 EXHIBIT 21: AI could hold significant value potential of ~EUR 170 bn across all sectors in DF9
McKinsey · 2020 · data_table
EXHIBIT 21: AI could hold significant value potential of ~EUR 170 bn across all sectors in DF9
170 bn — AI annual value potential
 The SME segment must embrace AI for the DF9 to reap the full benefit
McKinsey · 2020 · market_landscape
The SME segment must embrace AI for the DF9 to reap the full benefit
63% — SME share of value added
 The DF9 could focus on key verticals
McKinsey · 2020 · framework_other
The DF9 could focus on key verticals
 DF9 could play a defining role within sustainability, public sector and industrial AI solutions
McKinsey · 2020 · case_study
DF9 could play a defining role within sustainability, public sector and industrial AI solutions
 The DF9 are sustainability frontrunners in multiple dimensions and therefore well-positioned to play a critical role in promoting the use of AI to pursue environmental, social, and governance factors (Exhibit 26).
McKinsey · 2020 · context
The DF9 are sustainability frontrunners in multiple dimensions and therefore well-positioned to play a critical role in promoting the use of AI to pursue environmental, social, and governance factors (Exhibit 26).
 The DF9 are frontrunners on sustainability
McKinsey · 2020 · peer_benchmark
The DF9 are frontrunners on sustainability
21 — Sustainability ranking
 AI solution for waste management increases recycling rates
McKinsey · 2020 · case_study
AI solution for waste management increases recycling rates
90% — recycling rate
 The DF9 could create momentum by using their combined spending on technology, innovation, and research to spur development and adoption of AI.
McKinsey · 2020 · key_messages
The DF9 could create momentum by using their combined spending on technology, innovation, and research to spur development and adoption of AI.
 Ensure the necessary talent is in place
McKinsey · 2020 · key_messages
Ensure the necessary talent is in place
41% — time spent using advanced technological skills
 Our annual research captures consumer preferences and behaviors across markets – this document focuses on the U.S.
McKinsey · 2023 · agenda
Our annual research captures consumer preferences and behaviors across markets – this document focuses on the U.S.
 Wellness is a large & growing market
McKinsey · 2023 · market_landscape
Wellness is a large & growing market
$480B+ — Estimated annual spend
 Health and Sleep are consistently top priorities for consumers
McKinsey · 2023 · market_landscape
Health and Sleep are consistently top priorities for consumers
53% — Percentage of respondents with very high priority
 Looking more deeply at consumer need states, we see that physical and cognitive/mental health are considered most important
McKinsey · 2023 · diagnosis
Looking more deeply at consumer need states, we see that physical and cognitive/mental health are considered most important
65 — Percentage of respondents
 We also see material unmet consumer needs around solutions for mental / cognitive health, as well as for longevity
McKinsey · 2023 · pain_points
We also see material unmet consumer needs around solutions for mental / cognitive health, as well as for longevity
41 — Percentage of respondents
 Younger generations continue to prioritize their health and wellness more so than older generations
McKinsey · 2023 · market_landscape
Younger generations continue to prioritize their health and wellness more so than older generations
59% — Percentage of respondents with very high priority
 Millennials are the highest spenders on health and wellness, with Gen Z now also outpacing older generations on spend
McKinsey · 2023 · market_landscape
Millennials are the highest spenders on health and wellness, with Gen Z now also outpacing older generations on spend
51% — Share of recent purchasers
 Younger generations over-index on importance of sexual health, mental health and skin / hair care
McKinsey · 2023 · industry_trends
Younger generations over-index on importance of sexual health, mental health and skin / hair care
 Younger consumers are also more willing to try new products and seek out brands that are environmentally sustainable
McKinsey · 2023 · industry_trends
Younger consumers are also more willing to try new products and seek out brands that are environmentally sustainable
+16 — Gap to overall (T2B)
 In-person services represent highest spend items and continue to gain traction; supplements are smaller but gaining traction too
McKinsey · 2023 · data_table
In-person services represent highest spend items and continue to gain traction; supplements are smaller but gaining traction too
$367 — Avg annual spend per consumer
 Through our research, we found different consumer segments with unique behaviors and attitudes
McKinsey · 2023 · segmentation
Through our research, we found different consumer segments with unique behaviors and attitudes
25% — Percentage of respondents
 The highest spending segments are wellness enthusiasts and socially responsible consumers
McKinsey · 2023 · segmentation
The highest spending segments are wellness enthusiasts and socially responsible consumers
1.2x — average annual spend
 Our research identified several trends shaping consumer demand for health & wellness products/services
McKinsey · 2023 · industry_trends
Our research identified several trends shaping consumer demand for health & wellness products/services
 Usage of health tracking devices is on the rise
McKinsey · 2023 · market_landscape
Usage of health tracking devices is on the rise
31% — Frequency of device usage
 1 | Consumers appear to be satisfied with existing tracking devices
McKinsey · 2023 · market_landscape
1 | Consumers appear to be satisfied with existing tracking devices
94% — Consumer satisfaction
 COVID-19 has resulted in strong momentum for home diagnostic tests with consumers expanding its usage to many more conditions
McKinsey · 2023 · market_landscape
COVID-19 has resulted in strong momentum for home diagnostic tests with consumers expanding its usage to many more conditions
87% — % respondents
 Fitness has shifted from a casual interest to a priority for many American consumers
McKinsey · 2023 · industry_trends
Fitness has shifted from a casual interest to a priority for many American consumers
9.4% — CAGR
 Fitness has now become so culturally relevant that it is a core part of many Americans’ identities
McKinsey · 2023 · key_messages
Fitness has now become so culturally relevant that it is a core part of many Americans’ identities
70% — Percentage of US gym-goers who agree/strongly agree
 Group wellness is rising in popularity, especially among Millennials who are seeking social contact
McKinsey · 2023 · industry_trends
Group wellness is rising in popularity, especially among Millennials who are seeking social contact
19 — participation rate
 Consumers seek out clinically-proven and effective products over organic/natural, with few seeking both
McKinsey · 2023 · market_landscape
Consumers seek out clinically-proven and effective products over organic/natural, with few seeking both
41% — Consumer preference
 Consumers prefer clinically-proven efficacy for most wellness products
McKinsey · 2023 · market_landscape
Consumers prefer clinically-proven efficacy for most wellness products
60 — Consumer preference
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