---
title: "The two mistakes holding back AI adoption (and how to overcome them) — Marsanne Studio AI watch"
description: "An opinion piece explains why 95% of enterprise generative AI pilots fail, according to MIT, and suggests ways to fix this."
url: "https://marsanne.studio/en/ai-watch/the-two-mistakes-holding-back-ai-adoption-and-how-to-overcome-b317d7/"
lang: "en"
---

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Opinion · 21 September 2026

# The two mistakes holding back AI adoption (and how to overcome them)

Original title, in Spanish: “Los dos errores que están frenando la adopción de la IA (y cómo superarlos)”

**Publication**

El Español (Spain)

**Author**

Juan José López Murphy

**Published on**

21 September 2026 · read in the page structured data

## Summary

In an opinion piece, Juan José López Murphy, Head of Data Science & AI at Globant, analyses why so many enterprise generative AI projects fail to deliver value. He cites the MIT State of AI in Business 2025 study, according to which 95% of enterprise generative AI pilots have not produced results. The author identifies two main mistakes: confusing access to AI tools with genuine adoption, and limiting AI to internal uses rather than making it a new way of operating, particularly in customer-facing activities. He stresses the need to redefine ROI for each industry (delivery times in e-commerce, administrative time in healthcare, fraud prevented in banking) and not to rely on misleading metrics such as token consumption.

Summary based on the full text of the article.

[Read the article on El Español →](https://www.elespanol.com/invertia/disruptores/opinion/20260921/errores-frenando-adopcion-ia-superarlos/1003744388077_12.html)

## Figures cited

-   95 %
    
    Share of enterprise generative AI pilots that have not produced results
    
    Companies that have run generative AI pilots, MIT State of AI in Business 2025 study
    
    > « El conocido estudio del MIT State of AI in Business 2025 concluye que el 95% de las pruebas piloto empresariales de IA generativa no lograron generar resultados. »
    
    Source: MIT State of AI in Business 2025
    

## Classification

**Country**

Worldwide scope

**Company size**

All sizes

**Industries**

All industries, or industry not specified · Retail and distribution, e-commerce · Healthcare, pharmaceuticals, social care · Banking, insurance, asset management, finance departments

**Companies**

MIT (study author), Globant (cited)

**Keywords**

AI adoption, generative AI pilots, ROI, metrics, process transformation

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.