Data is at the core of the emerging digital economy. The next wave of innovation driven by artificial intelligence and cognitive computing will boost the ability of companies to capture the value of data and through digital transformation accelerate economic growth. IDC’s forecast models developed on behalf of the European Commission expect the European data market to more than double in value by 2025 reaching up to 147 B€ - and this will happen in Hungary too. Each euro invested in the data market generates between 5 to 7 euros of induced and indirect positive impacts in the economy as well as new jobs. But these potential rewards of a data-centric innovation process are counterbalanced by equally formidable transformation challenges for organizations as well as individuals. We’ll explore the potential development paths of the European data economy to 2025 through alternative scenarios.