2025 Report
Accountable Acceleration:
Gen AI Fast-Tracks Into the Enterprise
As Gen AI fast-tracks into budgets, processes, and training, executives need benchmarks, not anecdotes. Now in its third year, this unique, year-over-year, cross-sectional study shows where the common use cases are, where returns are emerging, and which people- and process-levers could convert mainstream use into durable ROI. Led by Jeremy Korst, Partner, GBK Collective; and Stefano Puntoni and Prasanna (Sonny) Tambe, faculty co-directors of Wharton Human-AI Research, the study tracks Gen AI’s shift from exploration to pilots to more disciplined, enterprise-level adoption.
Over the three years of the study, enterprises have rapidly transitioned from experimentation to proving measurable ROI.
Wave 1 (2023): Exploration
- 37% reported using Gen AI at least once a week.
- Gen AI users were optimistic, excited, and many were impressed but cautious. Non-users were mostly curious and cautious.
- Strong optimism with 78% likelihood of integrating Gen AI across business functions.
- Top use cases in data analysis, content creation, and research & insights.
Wave 2 (2024): Experimentation
- 72% (+35pp YoY) reported using Gen AI at least weekly.
- Spending increased by 130%.
- After a year of usage, users reported being still pleased and excited, but less amazed and curious; most negative perceptions softened.
- 55% used Gen AI across business functions; of those, 58% rated the performance as ‘great’.
Wave 3 (2025) Current: Accountable Acceleration
- 82% use Gen AI at least weekly (+10pp YoY), and 46% (+17pp YoY) daily.
- 89% agree that Gen AI enhances employees’ skills (+18% vs. replaces some skills).
- As usage climbs, 43% see risk of declines in skill proficiency.
- 72% formally measuring Gen AI ROI, focusing on productivity gains and incremental profit.
- Three out of four leaders see positive returns on Gen AI investments.
Wave 3 (2025) Predictions for 2026+: An Inflection Point?
- Increasingly optimistic, as four out of five see Gen AI investments paying off in about two to three years.
- 88% anticipate Gen AI budget increases in the next 12 months; 62% anticipate increases of 10% or more.
- About one-third of Gen AI technology budgets are being allocated to internal R&D, an indication that many enterprises are building custom capabilities for the future.
- Training, hiring, and rollout approaches are key human capital aspects that need to be addressed to increase chances of success.
“The next phase is not about adoption; it is about advantage. The companies that thrive will be those that pair measurable ROI with responsible integration and build a culture where people have the skills to grow with AI.”
—Jeremy Korst, Partner, GBK Collective
Gen AI is becoming deeply integrated into modern work.
0
%
of enterprise leaders now use Gen AI weekly.
0
%
of leaders believe Gen AI augments work.
“The challenge isn’t replacement, it’s readiness. Companies that invest in training, culture, and guardrails will be the ones that turn Everyday AI into long-term advantage.”
—Stefano Puntoni, Sebastian S. Kresge Professor of Marketing at the Wharton School; Faculty Co-Director, Wharton Human-AI Research
ROI is now measured, and people—not tools—set the pace.
0
%
of enterprise leaders expect to increase Gen AI spending in the next year.
0
%
of leaders are tracking metrics such as productivity, profitability, and throughput.
“Leaders are no longer content to run pilots. They want proof. Gen AI is being held to the same standards as other major investments, and that is a sign of increasing maturity.”
—Sonny Tambe, Professor of Operations, Information and Decisions at the Wharton School; Faculty Co-Director, Wharton Human-AI Research
Key Takeaways
Everyday AI: Usage Is Now Mainstream
- Enterprise leaders’ Gen AI workplace usage has surged.
- Familiarity has deepened.
- Adoption is broad.
- The pattern is not uniform, and depth still varies.
Proving Value: Measuring Investment, Impact & ROI
- Accountability is now the lens.
- Impact is rising and conviction is building. Long-term optimism about Gen AI is increasingly strong.
- Returns are emerging, with scale as the next test.
The Human Capital Lever: Aligning Talent, Training & Trust
- People set the pace. Organizational readiness is paramount.
- Executive leadership in Gen AI adoption has surged, and Chief AI Officer roles are now present in 61% of enterprises.
- Capability building is falling short of ambition.
Download the 2025 Report
