Only 10% of organisations are seeing significant ROI from agentic AI

Workflow & automation

10%

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

Reader Note:: This figure comes from "Deloitte’s 2025 survey of 1,854 executives across EMEA." It reports the share of organisations that are "realising significant ROI from agentic AI." The denominator is surveyed organisations represented by executives, not AI projects or marketing teams specifically. The report does not define "significant ROI" or explain how organisations qualified as using agentic AI.
Evidence:: Self-reported behaviour
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

A rough sense of size and direction, and deciding what to look at first.

Exact numbers, or saying that one thing caused another.
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.

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

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

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

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)

42.3%

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

90%

of surveyed CPG brands said AI will deliver long-term value in their influencer marketing programs