Is AI all sizzle and no sausage?

By Kellyn Coetzee, national head of AI & analytics, KINESSO Australia

Despite the hype, tangible returns often fail to match the headlines. Research indicates 11% of companies report significant EBIT gains from AI, and just 26% move beyond proofs of concept, prompting the question: is AI all sizzle and no sausage?

Today’s models, when effectively integrated and applied, can unlock remarkable value that is still vastly underexploited. Microsoft defines the next phase of AI, Artificial General Intelligence, in terms of financial achievement as generating $100 billion in profits, yet many marketers are still struggling to extract meaningful gains from the AI tools already at their disposal. It’s like owning a Ferrari but never taking it out of first gear. How do we shift from promise to measurable profit?

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