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Executive Summary

What We Found

50%

AI Has Moved Beyond Pilots

Half of organizations are now in a practical mid-stage of AI adoption, showing that the market has shifted from experimentation toward operational deployment.

43%

Internal Productivity Leads the First Wave

The most common AI focus is employee productivity and workflow support, indicating that organizations are prioritizing narrower, lower-friction use cases with clearer payback.

59%

Readiness Is the Real Bottleneck

Data and system access gaps are the dominant constraint on progress, reinforcing that scaling depends more on infrastructure readiness than on model capability.

81%

Measurement Now Determines Momentum

Most organizations judge AI through operational, financial, and outcome KPIs, making measurable business impact the standard for continued investment.

Why this matters · For SaaS vendors

Why SaaS Vendors Should Care About This Study

OPPORTUNITY 01

Sell Into a Post-Pilot Market and Price by Depth of Embedding

Vendor Implication
OPPORTUNITY 02

Lead With Internal Productivity, Not Customer-Facing Automation

Vendor Implication
OPPORTUNITY 03

Solve Readiness, Not Just Intelligence

Vendor Implication
OPPORTUNITY 04

Engineer for Fast, Provable Time-To-Value

Vendor Implication
OPPORTUNITY 05

Instrument Hard Kpis, Not Usage Vanity Metrics

Vendor Implication
OPPORTUNITY 06

Position as a Productivity Multiplier, Not a Headcount-Cut Tool

Vendor Implication
Chapter 01

AI Has Moved Into a Practical Adoption Phase

The market context is no longer experimental-first. Organizations are moving from pilots into practical deployment, with AI initiatives most often aimed at internal productivity and workflow support rather than more ambitious customer-facing automation.

The initiative we have live right now is that we are using Microsoft Copilot with many of the other Microsoft tools like Excel, PowerPoint, Outlook. The problem it's solving is it's helping us automate solutions and also, be a lot more efficient at how we operate.

Transportation Category Manager

Listen
Finding 1.1

AI Maturity and Rollout Posture

Key Takeaways
01
02
03
Strategic Implication
AI Maturity and Rollout Posture - Label Distribution
Practical mid-stage adoption50%
Advanced / strategic AI posture40%
Early-stage / pilot rollout10%
Finding 1.2

Primary AI Use Case Focus

Key Takeaways
01
02
03
Strategic Implication
Primary AI Use Case Focus - Label Distribution
Internal productivity and workflow support43%
Customer-facing service and sales automation34%
Back-office process and decision automation22%
Listen

Interview excerpt

Research Participant
when asked about Insight 2
Listen

Interview excerpt

Research Participant
when asked about Insight 2
Chapter 02

ROI Ambition Is Shaping Where Organizations Place Their Bets

Organizations are entering AI with ambitious ROI expectations and clear beliefs about where returns will emerge first, especially across product, sales, marketing, and IT. At the same time, the expected workforce effect is productivity gain rather than immediate headcount reduction, pointing to opportunities for augmentation-focused value creation.

Ideally, over a twelve month period, we'd be targeting a 3 to 1 minimum return for any AI initiative.

Global Head of Digital, Pharmaceutical

Listen
Finding 2.1

ROI Expectation Profile

Key Takeaways
01
02
03
Strategic Implication
ROI Expectation Profile - Label Distribution
High / ambitious ROI expectations47%
Break-even or modest productivity ROI34%
Moderate positive ROI with upside19%
Listen

We're not expecting any, I would say, return on investment before 2027. So so indeed, 2026, if we if we can just break even, that would be that would be I would say, a a perfect goal, to be reached.

Head of IT Architecture and Infrastructure Strategy, Telecommunications
when asked about Break-even or modest productivity ROI
Listen

Would you expect to still make a profit, sir, if we invest in our dollars today, we expect we'll probably get a dollar 20. To a dollar 30 in 2026.

Chief Financial Officer, Telecommunications
when asked about Moderate positive ROI with upside
Finding 2.2

Highest Expected ROI Function

Key Takeaways
01
02
03
Strategic Implication
Highest Expected ROI Function - Label Distribution
Product, sales, marketing, and IT44%
Customer service, claims, and operations30%
Internal business functions like HR and finance26%
Listen

Interview excerpt

Research Participant
when asked about Insight 4
Listen

Interview excerpt

Research Participant
when asked about Insight 4
Finding 2.3

Workforce Impact and Headcount Model

97%
of respondents discussed workforce impact and headcount changes
Key Takeaways
01
02
03
Strategic Implication
Workforce Impact and Headcount Model - Label Distribution
47%
Productivity gains with flat or continued hiring
Productivity gains with flat or continued hiring
47%
Delay future hiring / headcount avoidance
32%
Direct headcount reduction and skill-mix shift
11%
Delay or reduce future hiring
5%
Direct current headcount reduction and skill-mix shift
2%
Role/skill mix shift more than total cuts
2%
Direct current headcount reduction
<1%
Listen

Interview excerpt

Research Participant
when asked about Insight 5
Listen

Interview excerpt

Research Participant
when asked about Insight 5
Chapter 03

Readiness Gaps Are the Main Friction Point

The biggest obstacles are not abstract interest or lack of intent, but operational readiness. Data and system access gaps stall progress, implementation burden remains material, and even when major failures are limited, complexity still slows adoption.

However, the project started because the client's data was highly inconsistent. There were different stores used to separate systems and data format making integration extremely difficult.

Vice President

Listen
Finding 3.1

Data Quality and System Access Constraints

59%
of respondents discussing this theme said data and system access are critical prerequisites
Key Takeaways
01
02
03
Strategic Implication
Data Quality and System Access Constraints - Label Distribution
59%
Data and system access are critical prerequisites
Data and system access are critical prerequisites
59%
Data, integration, and legacy constraints are major blockers
31%
Some integration/access/validation gaps remain
5%
Broad access/integration and usable baselines in place
4%
Manageable issue requiring data cleanup/preparation
1%
Listen

The single biggest pain point outcomes are only as good as the data behind them. Right now, the hardest part is cleaning and standarding data across system.

IT Director
when asked about Data and system access are critical prerequisites
Listen

Currently, the systems don't talk to each other. Also, systems like our ERP CRMs. Not new AI tools have got integration with those systems.

Director of Consultancy and Services, Higher Education
when asked about Data, integration, and legacy constraints are major blockers
Finding 3.2

Hidden Costs and Readiness Burden

Key Takeaways
01
02
03
Strategic Implication
Hidden Costs and Readiness Burden - Label Distribution
Moderate implementation and oversight burden55%
Little to no hidden cost perceived29%
Significant data, integration, and readiness burden16%
Listen

Interview excerpt

Research Participant
when asked about Insight 7
Listen

Interview excerpt

Research Participant
when asked about Insight 7
Finding 3.3

Adoption Barriers and Failure Modes

41%
reported no major failures due to cautious or successful deployment
Key Takeaways
01
02
03
Strategic Implication
Adoption Barriers and Failure Modes - Label Distribution
No major failures due to cautious or successful deployment
41%
Technology, quality, and workflow complexity barriers
39%
People adoption and change-management barriers
20%
Listen

Interview excerpt

Research Participant
when asked about Insight 8
Listen

Interview excerpt

Research Participant
when asked about Insight 8
Chapter 04

Organizations De-Risk Adoption Through Governance and Gradual Enablement

To cope with uncertainty and implementation complexity, organizations advance AI through business-case-driven funding, leadership alignment, and training-led enablement. These approaches help teams move forward carefully, even when embedded workflow support is still less common.

we had to go through our pretty defined process of how you ask for, investment dollars, how you build your business case, how you articulate what the ROI would be on the investments, I think all those things are quite critical.

Head of Marketing and Communication

Listen
Finding 4.1

Budget and Funding Path for AI

98%
of respondents discussed budget and funding path for AI
Key Takeaways
01
02
03
Strategic Implication
Budget and Funding Path for AI - Label Distribution
41%
Business-case or proof-driven funding
Business-case or proof-driven funding
41%
Easy strategic or leadership-backed funding
40%
Reallocated or low-cost pilot funding
18%
Funded through reallocation or savings case
1%
Pilot/proof-first before larger spend
<1%
Listen

Budget approvals are done via software steering committee, that includes several of our top executives and any net new software purchase requires billing of business case with ROI,

Vice President of Revenue Operations
when asked about Business-case or proof-driven funding
Listen

We had to, request that new budget on top of our run rate budget. It was not difficult to get budget approval because our leadership is focused on finding ways to implement AI in our business

Director of Strategy Planning in Operations
when asked about Easy strategic or leadership-backed funding
Finding 4.2

Change Management and Enablement Model

95%
of respondents discussed change management and enablement
Key Takeaways
01
02
03
Strategic Implication
Change Management and Enablement Model - Label Distribution
41%
Training and communication-led enablement
Training and communication-led enablement
41%
Workflow-embedded, hands-on enablement
28%
Minimal or informal change management
28%
Some education or business-case communication
2%
Little explicit explanation or trust-building
1%
Listen

Interview excerpt

Research Participant
when asked about Insight 10
Listen

Interview excerpt

Research Participant
when asked about Insight 10
Chapter 05

Speed and Measurement Determine Whether AI Scales

Once AI gets approved and deployed, the pressure shifts to proving value quickly and credibly. Fast time to value drives adoption momentum, while operational, financial, and outcome KPIs provide the evidence base needed to justify continued investment.

Initial value was visible within the first two weeks through faster turnaround. On internal reports and drafts.

Senior DevSecOps Engineer

Listen
Finding 5.1

Time to Value Pattern

98%
of respondents discussed time to value
Key Takeaways
01
02
03
Strategic Implication
Time to Value Pattern - Label Distribution
Immediate to fast value
50%
Medium-term ramp to value
31%
Longer or not-yet-measurable time to value
19%
Listen

The time to value for our predictive cash flow AI tool was about four to six months, after which we saw measurable improvements in forecast accuracy and risk mitigation.

Financial Director
when asked about Medium-term ramp to value
Listen

So for us, our best AI tool, it took about two years to fully roll it out. And about another two years to start getting the positive ROI on it.

Senior Director, Tech Transformation Team
when asked about Longer or not-yet-measurable time to value
Finding 5.2

AI Success Measurement Approach

81%
of respondents measured AI success using operational, financial, and outcome KPIs
Key Takeaways
01
02
03
Strategic Implication
AI Success Measurement Approach - Label Distribution
Operational, financial, and outcome KPIs
80%
No formal or mostly qualitative measurement
12%
Adoption and usage-based proxies
8%
Listen

Interview excerpt

Research Participant
when asked about Insight 12
Strategic Patterns

Cross-Cutting Themes

PATTERN 01

The Practical Adoption Loop

As organizations move from pilots into practical deployment, they concentrate AI on internal productivity use cases where value can be realized more directly and measured more clearly. This pragmatic posture aligns with the strong emphasis on fast time to value and KPI-based success measurement.

Implication

AI offerings and rollout plans should prioritize narrow, high-frequency internal workflows with measurable outcomes, since these fit how organizations are currently deciding what to scale.

PATTERN 02

Readiness, Not Failure, Is the Real Constraint

The data suggests that major AI failures are relatively limited in part because organizations are rolling out cautiously, but that does not mean adoption is frictionless. Instead, progress is constrained by prerequisites such as data quality, system access, and implementation oversight burden, which slow scaling before outright failure occurs.

Implication

Winning adoption will depend less on messaging around AI potential and more on reducing readiness burdens through integration, data access, implementation support, and operational simplification.

PATTERN 03

Proof of Value Is the Currency for Expansion

Because funding advances through business cases and leadership alignment, organizations need AI initiatives to demonstrate value quickly and in measurable terms. Ambitious ROI expectations increase this pressure, making time to value and KPI-backed outcomes central to whether projects gain broader support.

Implication

To expand beyond initial deployments, teams need a value narrative built around rapid wins, explicit metrics, and ROI evidence that leaders can use to unlock continued funding.

Quick Answers

Common Questions

Question 01

Are Organizations Still Mostly Experimenting With AI, or Are They Deploying It for Real?

Strategic Recommendations

What This Means for You

01
Critical

Prioritize Narrow Internal Workflows With Clear KPIs

Scale AI first in high-frequency internal productivity use cases, where value can be realized and measured quickly. This aligns with the current market posture, where 43% focus on internal productivity and 81% define success through operational, financial, and outcome KPIs.

02
Critical

Reduce Readiness Friction Before Expanding Scope

Invest early in data access, system integration, governance, and implementation support, because readiness gaps are slowing adoption more than AI failure itself. With 59% citing data and system access as critical and 55% reporting implementation burden, operational simplification is a core adoption strategy.

03
High

Build Every AI Initiative Around Fast Proof of Value

Design programs to show measurable impact in weeks or months, not abstract long-term promise. Because 98% discussed time to value and 47% have ambitious ROI expectations, teams need explicit metrics and early wins to unlock broader funding and leadership support.

04
High

Pair Training With Workflow-Embedded Adoption Support

Do not rely on communications and training alone; reinforce enablement inside real workflows with hands-on support, champions, and practical usage design. While training-led enablement dominates, the findings suggest adoption deepens when support moves closer to day-to-day work.

05
Moderate

Position AI as a Productivity Multiplier, Not a Headcount Program

Frame AI investments around augmentation, output gains, and selective capacity creation, especially in product, sales, marketing, and IT where ROI expectations are strongest. This fits current organizational intent, with 47% expecting productivity gains while keeping hiring broadly steady.

Key Takeaways

Conclusion

The research shows a clear shift from experimental AI to practical AI. Organizations are no longer asking whether to engage, but how to deploy in ways that are measurable, governable, and scalable. That pattern is best understood through three connected dynamics: the practical adoption loop, where teams start with narrow internal workflows; the reality that readiness, not failure, is the main constraint; and the fact that proof of value has become the currency for expansion. The data reflects this transition clearly: 50% are now in a practical mid-stage of adoption, 43% are focusing first on internal productivity, and 81% are judging success through business KPIs.

Challenges

The biggest friction is not widespread collapse or lack of executive interest, but the operational burden required to make AI usable in real environments. Data and system access gaps are stalling progress for 59%, and 55% report meaningful implementation and oversight burden. Cautious rollout has limited catastrophic failure, with 41% reporting no major failures, but that caution also reveals the underlying issue: organizations can move forward only when prerequisites are in place. This is why funding increasingly flows through business cases and leadership alignment, and why training-led enablement has become such a common de-risking mechanism.

Looking Ahead

Looking ahead, organizations that want AI to scale should concentrate on reducing readiness burdens while accelerating measurable wins. The strongest path is to prioritize high-frequency internal use cases, build around integration and data access from the start, and define success in operational and financial terms before launch. That matters even more because expectations are high: 47% enter with ambitious ROI assumptions, and nearly all respondents discussed time to value as a critical factor. The next phase of advantage will not come from the broadest AI vision, but from the ability to turn targeted deployments into credible evidence that unlocks broader adoption across functions such as product, sales, marketing, and IT.

The bottom line: AI scales where readiness is reduced, value appears fast, and the proof is strong enough for leaders to fund the next move.

Methodology

This research draws on 266 in-depth interviews with business professionals representing a wide mix of roles, industries, and company sizes.

Interviews ran 2 to 27 minutes and covered AI maturity and rollout posture, primary AI use case focus, AI success measurement approach, and ROI expectation profile. The conversational format allowed respondents to discuss their actual practices rather than select from preset options, surfacing nuance that closed-ended surveys typically miss.

Respondents included business professionals across technology, financial services, healthcare, manufacturing, and retail. All participants were selected for their direct experience with AI strategy, adoption, and measurement. Company sizes ranged from small businesses to large enterprises.

The analysis of 266 interview transcripts was conducted using AI for semantic understanding, with multi-iteration validation and cross-verification to ensure analysis quality. Each transcript was independently reviewed by G2's AI Custom Research team to inform narrative, context, and clarity.

G2 Research, June 2026

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