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ARTICLE · 10 DECEMBER 2025

AI: Redefining The Boundaries Of Competition (Law)

Loyens & Loeff
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As artificial intelligence (AI) continues to gain global prominence, its impact on competitive dynamics has grown significantly. Businesses increasingly deploy algorithms...

NetherlandsAntitrust/Competition Law
Marc Wiggers
Marc Wiggers
Robert Fröger
Robert Fröger
Robin Struijlaart
Robin Struijlaart
Ahmet Ergun
Ahmet Ergun

As artificial intelligence (AI) continues to gain global prominence, its impact on competitive dynamics has grown significantly. Businesses increasingly deploy algorithms to optimise pricing and to develop or enhance products and services. While these tools can deliver substantial efficiency gains and foster competition, they also carry the potential to be used in ways that restrict market competition.

Artificial intelligence adoption among businesses has accelerated significantly in recent years. According to a 2024 Eurostat survey (link), 41.17% of large EU enterprises used AI technologies in 2024, compared to 30.40% in 2023. The 2025 Stanford AI Index (link), which uses a broader definition of AI adoption, often including experimental applications and generative AI tools across all types of organisations globally, reports an even higher uptake. According to this survey, 78% of organisations worldwide used AI in 2024, compared to 55% in 2023.

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