The Hungarian Competition Authority (GVH) participated in the inaugural meeting of the Hungarian Artificial Intelligence Council in Budapest on December 15, 2025. The GVH has been actively examining the impact of artificial intelligence (AI) technologies on market competition and consumer decision-making for several years.

According to the national competition authority, the proper application of AI is a fundamental competitiveness issue, as its efficiency-enhancing capabilities can serve as a breakthrough point for medium-developed countries. However, consumer protection must be prioritized.

The newly established council, led by government commissioner László Palkovics, aims to contribute to this goal. GVH President Csaba Balázs Rigó highlighted that the efficiency-enhancing capabilities of AI could significantly benefit medium-developed countries, particularly through its widespread application among small and medium-sized enterprises.

In 2024, the GVH conducted a comprehensive market analysis to explore the effects of AI on market competition and consumer decision-making, becoming one of the first European Union competition authorities to do so.

The analysis indicated that the application of AI could enhance the competitiveness of domestic small and medium-sized enterprises. Additionally, the targeted development of self-learning systems based on small languages, such as Hungarian, is crucial for preserving national data sovereignty, data security, and cultural identity.

Significantly, the GVH achieved a historic commitment from Microsoft in a procedure concluded on May 30, 2025. As a result of the investigation, Microsoft initiated the implementation of a comprehensive commitment to train its AI systems on a dataset based on 10 billion Hungarian phrases, making the dataset usable for other AI systems.

The revised national AI strategy adopted in September 2025 aligns with several recommendations made by GVH experts.

Csaba Balázs Rigó emphasized that for AI to become a true value in the future, its application must be transparent, fair, and accessible to all. It is essential for consumers to receive accurate information and make informed decisions to create a digital environment that fosters innovation while protecting the interests of users, especially vulnerable consumers, children, families, the elderly, and patients.