TLDR: A recent study by Bounteous, a digital transformation consultancy, indicates that a significant majority, 93% of enterprises, are reporting positive or better-than-expected returns on their Artificial Intelligence investments. The study, which surveyed over 300 global decision-makers, highlights widespread AI adoption, particularly in generative AI, and underscores AI’s growing strategic importance despite ongoing challenges in governance and knowledge gaps.
A new global study by Bounteous, a prominent digital transformation consultancy, titled ‘The AI Whitespace: Addressing Challenges to Unlock Potential,’ has revealed that Artificial Intelligence (AI) initiatives are delivering substantial value for the vast majority of large enterprises. Published on September 29, 2025, the research indicates that an impressive 93% of companies are experiencing expected or even higher returns on their AI investments.
The study gathered insights from over 300 global decision-makers, encompassing both marketing and technology functions, within enterprises boasting revenues exceeding USD 500 million. A key finding highlighted that 50% of these companies reported returns that were ‘higher than expected,’ signaling AI’s transition from an experimental phase to a tangible value-generating asset within businesses.
AI adoption is now considered universal, with the technology deeply embedded across enterprise operations. The report details widespread use of generative AI platforms: 73% of enterprises are utilizing OpenAI, 70% leverage Google’s platforms, and 69% employ Microsoft’s offerings. Furthermore, a notable 35% of companies have invested in developing their own internal AI platforms, demonstrating a commitment to customized AI solutions.
The strategic importance of AI is also underscored by the findings, with 95% of respondents rating AI adoption as ‘important’ or ‘very important.’ A significant 65% of executives identified AI as their top priority for the next 12 months, reflecting a clear organizational focus on advancing AI capabilities.
Interestingly, the study observed a disparity in ROI perception between different departments. Marketing leaders reported a higher rate of ‘higher-than-expected’ ROI at 59%, compared to 43% among IT leaders. This suggests that marketing functions might be realizing quicker or more pronounced benefits from their AI applications.
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Despite these positive outcomes, the Bounteous study also identified persistent challenges that prevent enterprises from fully unlocking AI’s potential. These include issues related to governance, existing knowledge gaps within organizations, and siloed adoption approaches, which can hinder enterprise-wide transformation. Addressing these ‘AI Whitespace’ areas will be crucial for companies aiming to maximize their AI investments in the future.
