--- title: "AI adoption is accelerating, and economic return is no longer enough to measure its impact — Marsanne Studio AI watch" description: "Studies by Oliver Wyman, KPMG and SAP/Oxford Economics show that AI ROI is growing more slowly than its adoption in business." url: "https://marsanne.studio/en/ai-watch/ai-adoption-is-accelerating-and-economic-return-is-no-longer-enough-to-375da8/" lang: "en" --- [Marsanne Studio](https://marsanne.studio/en/) [← Back to home](https://marsanne.studio/en/ai-watch) [← The AI watch](https://marsanne.studio/en/ai-watch) Data study · 31 August 2026 # AI adoption is accelerating, and economic return is no longer enough to measure its impact Original title, in Spanish: “La adopción de la IA se acelera y el retorno económico ya no basta para medir su impacto” **Publication** El Español (Spain) **Author** M. M. **Published on** 31 August 2026 · read in the page structured data ## Summary Several recent studies show that the economic return on investment in AI is growing more slowly than its deployment in business. According to Oliver Wyman, only 17% of large NYSE-listed companies achieved a revenue increase or cost reduction of more than 10% through AI in 2023. According to KPMG, 76% of executives believe AI is already generating value, but only 7% have reached their target economic return, while 22% of organisations are in the active adoption phase. A study by SAP and Oxford Economics conducted in 13 countries indicates that 78% of companies now want to measure the impact of AI beyond savings, through productivity, knowledge or customer relationships. The average ROI expected this year is $6.3 million (21% of the average investment of $28 million), and is expected to reach 38% in two years. Expectations for agentic AI have risen from 10% to 17% in one year; 69% of companies say they are satisfied, and 67% believe they are not yet exploiting the technology's full potential. Summary based on the full text of the article. [Read the article on El Español →](https://www.elespanol.com/invertia/disruptores/grandes-actores/corporaciones/20260901/adopcion-ia-acelera-retorno-economico-no-basta-medir-impacto/1003744367676_0.html) ## Figures cited - 17 % Share of large US companies that achieved a revenue increase or cost reduction of more than 10% through AI Large NYSE-listed companies with revenue above $850 million, United States, 2023 > « Solo el 17% de las grandes corporaciones en EE.UU. lograron mejoras de ingresos o reducción de costes superiores al 10% gracias a la IA en 2023. » Source: Oliver Wyman - 76 % Share of executives saying AI is already generating value for the company Company executives, KPMG study > « El 76% de los directivos afirma que la IA ya genera valor empresarial, aunque solo el 7% ha alcanzado el retorno económico previsto. » Source: KPMG - 7 % Share of companies that have reached the expected economic return on their AI investments Companies, KPMG study > « El 76% de los directivos afirma que la IA ya genera valor empresarial, aunque solo el 7% ha alcanzado el retorno económico previsto. » Source: KPMG - 78 % Share of companies that believe AI's impact should also be measured in productivity, knowledge and customer relationships 13 countries, SAP and Oxford Economics study > « El 78% de las compañías considera que el impacto de la IA debe medirse también en productividad, conocimiento y relación con clientes, no solo en ahorros. » Source: SAP et Oxford Economics - 22 % Share of organisations in the active AI adoption phase Organisations, KPMG study > « el 22% de las organizaciones ya se encuentra en una fase de adopción activa » Source: KPMG - 6.3 $ million Average ROI expected from AI per company this year 13 countries, SAP and Oxford Economics study > « las empresas esperan obtener un ROI medio de 6,3 millones de dólares durante este ejercicio: el equivalente al 21% de la inversión media realizada, que se estima en 28 millones por compañía. » Source: SAP et Oxford Economics - 28 $ million Average AI investment per company this year 13 countries, SAP and Oxford Economics study > « las empresas esperan obtener un ROI medio de 6,3 millones de dólares durante este ejercicio: el equivalente al 21% de la inversión media realizada, que se estima en 28 millones por compañía. » Source: SAP et Oxford Economics - 38 % Expected ROI in two years, as a proportion of investment 13 countries, SAP and Oxford Economics study, two-year horizon > « en un plazo de dos años, la previsión es que ese retorno se multiplique por más de dos puntos y medio, hasta situarse en el 38% del gasto (una media de 15,9 millones de dólares por organización). » Source: SAP et Oxford Economics - 15.9 $ million Expected ROI in two years, in absolute value per organisation 13 countries, SAP and Oxford Economics study, two-year horizon > « en un plazo de dos años, la previsión es que ese retorno se multiplique por más de dos puntos y medio, hasta situarse en el 38% del gasto (una media de 15,9 millones de dólares por organización). » Source: SAP et Oxford Economics - 17 % Increase in expectations for agentic AI over one year 13 countries, SAP and Oxford Economics study > « Las expectativas vinculadas a esta tecnología han aumentado del 10% al 17% en un año. » Source: SAP et Oxford Economics - 69 % Share of companies satisfied with the return obtained on AI 13 countries, SAP and Oxford Economics study > « el 69% de las empresas se sienten satisfechas con el retorno obtenido, prácticamente un mismo número de ellas, el 67% considera que todavía no está aprovechando todo el potencial de esta tecnología. » Source: SAP et Oxford Economics - 67 % Share of companies that believe they are not yet exploiting AI's full potential 13 countries, SAP and Oxford Economics study > « el 69% de las empresas se sienten satisfechas con el retorno obtenido, prácticamente un mismo número de ellas, el 67% considera que todavía no está aprovechando todo el potencial de esta tecnología. » Source: SAP et Oxford Economics ## Classification **Country** United States **Company size** Large companies **Industries** All industries, or industry not specified **Companies** KPMG (study author), SAP (study author), Oliver Wyman (study author), Oxford Economics (study author) **Keywords** AI ROI, AI adoption, productivity, AI investment, agentic AI, value measurement Entry written by Marsanne Studio from the cited article, with the help of an AI model (claude-sonnet-5). The rights to the article and its illustrations belong to El Español and its author. Entry translated from French by Claude Sonnet 5.5.