A new global study by Bounteous reveals that nearly all large enterprises are realizing measurable returns on their AI investments, even as governance gaps, siloed ownership, and knowledge barriers continue to limit enterprise-wide transformation.
Bounteous, a digital transformation consultancy, has released its global study “The AI Whitespace: Addressing Challenges to Unlock Potential,” which explores how enterprises are adopting artificial intelligence (AI) and the obstacles they face.
The research, based on inputs from over 300 decision-makers at enterprises with revenues above USD 500 million, found that AI adoption is nearly universal, with 93% of companies reporting expected or better returns on their AI investments. Half of these enterprises said the returns exceeded expectations, showing that AI is moving beyond pilot projects to deliver measurable business value.
The study highlights widespread adoption of generative AI, with 73% of enterprises using OpenAI, alongside 70% using Google and 69% using Microsoft platforms. Interestingly, 35% of organizations have built internal AI platforms. For many executives, AI is now a strategic focus, with 65% naming it the top business priority for the next 12 months. Marketing functions are seeing faster returns, with 59% of leaders reporting higher-than-expected ROI, compared to 43% of IT leaders.
However, the report points to challenges slowing broader transformation. These include governance gaps, fragmented ownership 46% place AI responsibility under CIO/CTOs while only 3% use cross-functional teams and a mismatch between executive optimism and employee reality. Top barriers include compliance risks, lack of general AI knowledge, and limited trust.
Across industries, priorities differ: travel and hospitality leaders focus on embedded AI tools, retail emphasizes workforce enablement and long-term strategies, while financial services and healthcare are investing more in building custom AI solutions