PwC: Three-quarters of AI-linked gains captured by just 20% of companies

Only 20% of companies capture nearly three-quarters of returns created through AI adoption. That is according to a report from PwC, which focuses on why AI activity is not producing measurable results for so many companies, and what really separates AI leaders from the rest.

Most AI-fit companies surveyed in the report deliver AI-driven financial performance that is 7.2 times as high as the other respondents’ performance. These findings are based on a survey of over 1,000 companies in 25 sectors operating in countries around the world.

So why is the performance of these AI-capable companies so much better than their peers? The report notes that companies with “higher AI fitness levels” improve a broad set of intermediate performance outcomes that, in turn, shape their financial results. Besides that, success with AI tools also improves these organisations’ business and operating models, improves decision-making, and boosts customer service offerings.

These top‑performing companies are not just deploying more AI tools. Rather, they are using AI as a catalyst for growth and reinvention, particularly by pursuing new revenue opportunities created as industries converge, while building strong foundations around data, governance, and trust. It is not enough to simply have new technology – it needs to be put to good use.

Fostering innovation

To move beyond small-scale pilots, leading companies typically treat AI as a tool for constant experimentation. These organisations are three times as likely to have a formal process for identifying and scaling AI-driven innovations across different departments.

By creating a centralized hub for these ideas, they ensure that a breakthrough in one area, such as supply chain logistics, can be quickly adapted for use in customer service or marketing. This structured approach helps prevent the common pitfall of ‘pilot purgatory’, where promising projects fail to reach their full potential because they lack a clear path to enterprise-wide adoption.

Investment

Strategic investment is another hallmark of the companies leading in AI. On average, the most successful firms allocate 2.5 times as much of their total revenue to AI initiatives compared to their peers.

However, this spending is not just about buying software; it is about building a workforce that can innovate alongside the technology. These companies are twice as likely to provide role-specific training that empowers employees to find new ways to use AI in their daily work. This creates a culture where innovation is not just the responsibility of the IT department, but a shared goal across the entire organisation.

Chasing growth and reinvention

While many businesses focus on using AI to cut costs, the AI leaders highlighted in the report are 2.6 times as likely to use it to reinvent their business models. They look for opportunities where industries might overlap, such as a retail company using AI to offer financial services or a healthcare provider using data to personalize wellness products.

These companies are three times as likely to use AI to compete in entirely new markets, showing that the real value of the technology lies in its ability to open doors that were previously closed.

Achieving these results requires a high level of trust and operational discipline. The study indicates that employees at top-tier firms are 2.1 times as likely to trust the insights produced by AI tools. This trust is built on a foundation of strong governance and clear ethical guidelines, ensuring that the technology is used responsibly.

When employees feel confident in the tools they are using, they are more willing to embrace the radical changes that AI-driven reinvention requires. By focusing on growth and fostering a culture of continuous learning, these companies are positioning themselves to capture the majority of the value created in the new digital economy.

“Many companies are busy rolling out AI pilots, but only a minority are converting that activity into measurable financial returns,” said Joe Atkinson, global chief AI officer at PwC. “The leaders stand out because they point AI at growth, not just cost reduction, and back that ambition with the foundations that make AI scalable and reliable.”