The Erasmus+ project AISMark – AI-Driven Sustainable Marketing: Transforming Higher Education for a Greener Digital Future – examines how universities can combine AI, sustainability and responsible business practice in future marketing education. In May 2026, partners in Bulgaria, Germany, North Macedonia and Serbia used the same needs-assessment survey, collecting 502 valid responses across the four countries.
The Bulgarian AISMark survey finds broad support for AI and regular use across all respondent groups, although the pace of adoption is not the same for everyone.
The survey was conducted in May 2026 among 121 students, members of academic staff and representatives of industry or the public sector. Overall, 84.3% of respondents describe their attitude toward AI as positive or very positive.
All professionals in the sample report a positive attitude. The corresponding share is 77.4% among students and 77.4% among academic staff. This points to little resistance to AI, but positive attitudes should not be confused with equal confidence or competence.
AI tools such as ChatGPT, Copilot and Gemini are used every day or almost every day by 81.0% of respondents; another 13.2% use them weekly. Daily or almost-daily use is highest among professionals (91.9%) and students (84.9%), but lower among academic staff (61.3%).
Bulgaria offers a favourable environment for developing AI-related marketing skills: use is frequent, attitudes are positive and digital confidence is already high. The next step is to turn informal experimentation into reliable professional competence. Support should be tailored to each group, with particular attention to applied use, critical evaluation, ethics and responsible decision-making.
Source: Bulgarian AISMark survey, May 2026. The findings describe a self-reported sample and are not nationally representative.