Digital technologies have long been the backbone of the Austrian economy. Yet many companies still struggle to manage their data, platforms and AI solutions with confidence. The “A1 Business Study 2026 – Digital Sovereignty in Austria” shows that awareness of digital sovereignty exists. However, many organisations remain caught between the conflicting forces of dependence and independence.
This development raises one key question: how can companies safeguard their digital autonomy while still benefiting from modern cloud and AI services? This is where the Austrian provider LinkThat comes in, offering solutions for customer service, contact centres and AI-powered process automation, and helping companies to strengthen their digital sovereignty in customer service.
High dependence on digital technologies and digital sovereignty
The study highlights just how heavily the domestic economy relies on digital technologies and services. Around three-quarters of the companies surveyed consider themselves “highly” or “somewhat dependent” on digital hardware, software and cybersecurity services. In addition, many IT decision-makers expect this dependence to increase further over the next twelve months.
For companies, this means that digital sovereignty is not an abstract issue for the future. Instead, it already shapes how resilient business models remain when they face disruptions, geopolitical risks and technological change.
The gap between awareness and implementation in digital sovereignty
The issue of digital sovereignty becomes particularly clear when it comes to securing the future. Nine out of ten respondents for whom digital sovereignty is relevant see it as a crucial factor in safeguarding their business in the long term.
The issue of digital sovereignty becomes particularly clear when it comes to securing the future. Nine out of ten respondents for whom digital sovereignty is relevant see it as a crucial factor in safeguarding their business in the long term.
Nevertheless, only a fraction of companies have a fully developed strategy for digital sovereignty. Two-thirds state that a strategy already exists or is currently being implemented or planned. However, a good quarter do not consider such a strategy necessary. As a result, they are unwittingly creating sovereignty gaps. These gaps arise, for example, from a lack of exit scenarios for cloud solutions or from a strong reliance on individual communications and SaaS providers.
Three levers for greater control – and the role of LinkThat
According to the study, companies that actively pursue digital sovereignty focus on three main areas: infrastructure and data security, process digitalisation, and supplier independence.
- When it comes to infrastructure and data management, local data storage, on-premise or hybrid models, and investment in cybersecurity play a key role. LinkThat supports such approaches with customer service and contact centre solutions that integrate into existing IT landscapes and process communication and customer data within European legal jurisdictions. This becomes a key building block for greater digital sovereignty in customer service.
- In process optimisation, companies are investing in the digitalisation of workflows, automation and the use of AI. LinkThat offers AI-powered modules that analyse spoken and written communication, classify enquiries and automatically route them to the right teams. As a result, service processes become more efficient, while companies retain digital sovereignty over their data and core systems.
- In supplier management, businesses are seeking ways to break free from vendor lock-in: reducing dependence on individual service providers, utilising open interfaces and focusing more strongly on European technology partners. Here, LinkThat offers integration solutions that connect telephony, CRM and other specialist systems and are deliberately designed around open APIs and flexible integration with various platforms. This approach supports technological freedom of choice and digital sovereignty in the long term.
Focus on cloud sovereignty
A key issue is cloud usage. 81 per cent of the companies surveyed already use cloud solutions for data storage, office applications or IT resources. At the same time, concern about data locations and data protection is growing. More than half of the companies have serious concerns about data protection and IT security when using the cloud, and 55 per cent would switch providers if data were stored outside the EU.
For many IT managers, this means a shift in strategy away from “the cloud at any cost”. As a result, European providers, regional data centres and hybrid architectures are moving into focus. LinkThat is responding to this trend by offering communication and AI solutions that can be operated both in European cloud environments and, depending on the scenario, in customer-proximate infrastructures, and combined with existing telephony and CRM systems. This enables companies to modernise their cloud strategy whilst achieving greater digital sovereignty over sensitive data.
AI: Strategies are in place, but digital sovereignty remains the deciding factor
The Austrian business community is also actively involved in the use of artificial intelligence. Around two-thirds of those surveyed already have an AI strategy in place or are planning one. The areas of application they cite most frequently are support for knowledge work, analytics and process automation. In customer service, AI plays a key role particularly in handling enquiries and routing.
For providers such as LinkThat, the key issue here is the sovereign use of AI. Technically, this means implementing AI modules in such a way that data flows remain transparent, sensitive information is processed within the desired legal jurisdiction, and companies can track at any time how decisions – for example, in automatic email routing or conversation analysis – are reached. In customer service, this can be achieved, for example, through AI-powered suggestions for staff or through intelligent routing decisions. It is important that all these functions respect the principles of digital sovereignty – that is, clear rules governing data usage, storage locations and access.
Looking ahead: From study to roadmap
The A1 Business Study 2026 reveals an economy that is acutely aware of its digital dependence and is increasingly willing to invest in greater autonomy. At the same time, the hurdles – ranging from resource shortages and complex IT landscapes to existing vendor lock-in – are high.
At LinkThat, we see this as a clear mission: we develop solutions that enable efficient customer service and cutting-edge AI capabilities, whilst at the same time allowing greater flexibility in terms of infrastructure, data management and system selection. The study provides not only figures but also a framework for action. Digital sovereignty is becoming a criterion against which customer service and AI projects must be measured in future – from the initial architectural design through to ongoing operations.