Enterprise AI investment is growing fast. Everywhere we see the hype. But what is the real situation? ISG’s 2025 State of Enterprise AI Adoption report gives some answers. When I read the report, I found many points that are very close to what I observe in client projects. Ambition is high, more use cases go to production, but business results are still limited.
💭 My Reflections
- Experiment and scale at the same time
Companies increase scale in proven functions. But at the same time, many experiments continue at the edges. So we see maturity and discovery together. - From predictive to generative to agentic
Most enterprises start with predictive AI. Later, when data and governance are better, they add generative and agentic. This step-by-step is normal. But if data is not ready, jumping too fast is risky. - CRM and sales use cases
We see AI now more in CRM automation, sales enablement, forecasting, lead capture. This shows a move from cost-saving pilots to growth strategies. - Business value comes from integration
Technology is not enough. AI value depends how data, process and governance work together. Without this, hype stays hype. - Industries use different metrics
Most industries want efficiency. But retail looks more for sales growth and customer experience. Same technology, but success measured with different KPIs. - Governance is advantage
Many think governance is only burden. But in fact it builds trust and even competitive edge. In healthcare or finance, providers now compete on who can deliver stronger governance.
📊 Key Findings from ISG 2025
- AI use cases in production doubled since 2024.
- Gap between ambition and business result is growing. Revenue impact is weak, efficiency stronger.
- Two pricing models today: license+token and transaction. ISG suggests new model: Autonomy-Level Pricing (ALP).
- Three foundations for value: data by design, adoption accelerators, governance.
- Strongest results today in compliance and risk. CRM and sales use cases show growth potential.
- Industry priorities different: productivity focus in most, growth focus in retail.
- Governance is moving from compliance requirement to competitive differentiator.
🚀 Conclusion
The ISG 2025 report reminds us: hype is big, but real value needs careful path. The companies with success share three things:
- They prepare data in right way,
- They redesign process end-to-end,
- They see governance not as blocker but as differentiator.
From my experience, these are the key to move AI from “pilot only” to real enterprise scale.
👉 What do you think? In your organization, is the biggest challenge data, process, or governance?
