Marcelo Tibau

Why Enterprise Adoption Is High, Impact Is Low, and What High Performers Reveal About the Future

Three years after generative AI shattered the popular imagination and reshaped the technological agenda of entire industries, 2025 should have been the year when enterprises finally reaped the gains promised by the AI revolution. And in some ways, it is. The new McKinsey report The State of AI in 2025 (access it here) reveals that 88 percent of companies claim to be using AI in at least one business function (p. 4). This is an unprecedented level of penetration, a sign that organizations have crossed the psychological threshold from curiosity to action.

Yet beneath this impressive adoption curve lies a more sobering truth: AI may be everywhere, but its impact is still shallow. Nearly two-thirds of organizations remain stuck in experimentation or pilots, unable to scale their AI efforts to the enterprise level (see Exhibit 1, p. 4). And only 39 percent attribute any EBIT impact to AI, usually less than 5 percent (p. 11).

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Marcado:ia, IA generativa, inteligência artificial