Despite the hype, only 22% of companies have deployed at least one Generative AI solution at scale. Our latest Gen AI report reveals what we also heard loud and clear at the Microsoft AI Tour in Brussels: most organisations are still stuck in experimentation mode, unable to turn prototypes into impact.
The event brought together industry experts, tech leaders, and innovators to explore how AI is reshaping business, and where organisations are falling short. The key challenge? Scaling AI in a way that creates tangible business outcomes.
Why so many companies are still stuck
One of the biggest challenges we see in AI adoption isn’t the technology itself; it’s the lack of cross-functional alignment.
In our discussions with CIOs, the real blocker isn’t whether AI works, but how it’s integrated into their business. Too often, AI pilots are owned by IT, but never fully operationalised by business teams. Promising use cases stall because there's no business sponsorship, no clear success metrics, or no plan to scale.
To unlock AI’s potential, organisations need tight collaboration between IT and business functions - from ideation to execution - ensuring that AI initiatives are grounded in real needs and deliver measurable value.
The security imperative
AI is already delivering measurable impact - when applied with focus and purpose. Several examples from the Microsoft AI Tour stood out:
Retail: 300% increase in product relevancy through AI
A leading retail group has implemented advanced segmentation and recommendation systems to deliver highly personalised shopping experiences - boosting customer response rates by 67% and increasing product relevancy by 300%. AI-driven store differentiation also led to a 3% increase in turnover, demonstrating the commercial value of customer-centric AI.
Telecom: boosting satisfaction and reducing costs with intelligent dashboards
A major telecom provider introduced an AI-powered dashboard to streamline issue resolution, cutting throughput times by 40% and reducing After Care costs by 10%. These operational gains translated into stronger customer outcomes: NPS scores rose from 10.7 to 12.9, and churn dropped from 8% to 5.7%. With a more proactive and personalised service, the company strengthened long-term customer relationships.
Public sector: AI for smarter governance
Several public institutions are leveraging AI for impactful use cases. One regional government is using AI to improve traffic safety and environmental monitoring, while an industrial group applies it for automated news monitoring and business intelligence. Meanwhile, a multinational standards organisation uses AI to streamline document reviews and enhance information retrieval - showcasing AI's potential in structured, compliance-driven environments.
These examples reflect a growing trend: organisations that succeed with AI are those that design with the end user in mind, measure relentlessly, and iterate fast.
The power of practical application
So, what separates AI success stories from the projects that fall flat?
Often, it boils down to focus and usability. Many companies stumble by trying to apply AI too broadly, with no clear objective or business value. Equally important, and sometimes overlooked, is how well the technology is adopted by users.
The most impactful implementations have three things in common:
- Strong data foundations to drive decisions
- A high level of automation that boosts efficiency
- A user-first mindset that ensures adoption and satisfaction
Governance matters, of course. But ultimately, it's the practical application of AI - through smart automation and personalised experiences - that drive real results.
Moving forward: from POC to scale
The future of AI doesn’t lie in isolated experiments. It lies in strategic, integrated deployment. To ensure their initiatives will go the distance, organisations must:
- Develop a clear AI vision and strategy.
- Foster digital literacy and AI adoption within their workforce.
- Invest in secure, scalable AI infrastructure.
- Embrace AI not just as an automation tool but as a driver of transformation.
The Microsoft AI Tour Brussels was a powerful reminder: the moment for acceleration is now. AI is reshaping industries, redefining job markets, and unlocking unprecedented opportunities.
The question is no longer can we do AI, but how fast can we operationalise it securely, at scale, and with impact?
At Sopra Steria, we help organisations move from scattered pilots to strategic AI programmes. Let’s talk about how to turn your AI ambition into measurable outcomes.
READ ABOUT AI STUDY