Mid-market leaders are counting on value from AI. Most will make it a top priority for 2025, moving to production while pumping up budgets. But the AI value equation is being figured out—44% are stuck in proof-of-concept and 48% are still crafting the business case. Our insights point to a gap between ROI expectation and the realities of AI.

ROI expectations are laser focused on headcount savings and productivity. 84% believe that AI investments aim to replace employees for cost savings and 69% use productivity gains as the primary value driver. Yet at the same time, decision makers call out their top priority is using tools like Copilot to create new revenue. Our research explores how AI value hangs in the balance between topline growth and bottom-line efficiency gains.

Decision makers want to move fast with AI and 85% fear they’ll fall behind if they delay. But many lack a cohesive roadmap and are scattering ‘a little bit of AI’ into many places. Our research highlights a tension between a need for speed and the careful deliberation needed for the long run. We reveal how fundamental people, data and tech considerations risk stalling AI acceleration.

47% of industries aiming for productivity gains from AI, sector-specific trends emerge:

• CPG and Energy: 53% focus on productivity improvements
• Retail: 27% prioritise customer experience
• Health: 18% target employee experience
• Government: 17% highlight cost savings