85% of organisations increased AI investment in the past year and 91% plan to increase it again

Workflow & automation

Reader Note:: The source reports that 85% of organisations increased AI investments in the past 12 months and 91% plan further increases. Because the same sentence also describes future plans, the evidence here mixes self-reported past behaviour and stated intention. The report does not specify the base for this figure in the full text, but the surrounding AI section cites Deloitte’s 2025 survey of 1,854 executives across EMEA. It also says achieving satisfactory ROI often takes 2-4 years, without defining satisfactory ROI.
Evidence:: Stated intention
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Mixed undisclosed sources. Includes Deloitte's 2025 survey of 1,854 executives across EMEA for one AI finding, plus Deloitte CMO Survey 2025 and other Deloitte analysis; the overall report sample and methods are not fully disclosed.

Good for

Reading the mood, and deciding what to test yourself.

Predicting what people will actually do. Intentions and behaviour come apart.
This was measured in one market. It may not hold where you are.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
The source says how much it looked at, but not how any of it was chosen.
The source never says how this number was measured.

10%

of organisations are realising significant ROI from agentic AI in Deloitte’s 2025 survey of 1,854 EMEA executives

24–56%

of marketing tasks are currently performed using AI or ML, rising to over half in three years according to US CMOs (2026 survey)

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

90% of CMOs are experimenting with AI but fewer than 10% have scaled it or realized value across marketing workflows

42.3%

of wrong AI answers were overridden with incentives and item-level feedback in Study 3 versus 20.0% in the control group

14%

average increase in sales productivity reported from using AI in marketing by US companies (2026 survey)

77% of brands say AI-assisted influencer campaigns perform better