Research from Zapier finds that while 97% of large U.S. enterprises have adopted some form of artificial intelligence, only half of organisations report that its benefits are widespread across teams. The results reveal challenges with measuring returns and integrating AI systems into business operations, outlining a gap between uptake and value delivery.
Widespread use
Almost all enterprises surveyed have taken up AI in some capacity. However, only 50% of senior leaders see those benefits reaching across their business. In many cases, the impact of AI remains confined to limited projects or departments.
"AI adoption is nearly universal, but the benefits aren't," said Emily Mabie, AI Automation Engineer, Zapier. "Our data shows that enterprises are struggling to scale AI's value beyond isolated successes. The key to closing the gap is orchestration, connecting data, tools, and teams so AI delivers measurable outcomes everywhere."
Measurement difficulties
Most respondents (73%) have established processes to track the return on investment from AI efforts. Still, a larger majority-91%-admit they struggle to accurately measure the impact. The figures suggest that existing systems for tracking AI's contribution are often insufficient or inconsistently applied.
Time savings were cited as the most common benefit by 25% of respondents, while cost savings lag behind at just 8%. Ninety-one percent report ongoing issues with integrating AI tools into existing organisational structures, including concerns about security, training, and interoperability.
Departmental variance
The study found that some business functions have taken a lead in AI deployment. Human resources reports higher adoption rates and benefits (26%) than marketing (23%) and sales (13%). This indicates disparities in how different departments approach and benefit from the technology.
A distinct perception gap also appears in the findings: 63% of executives believe AI has delivered organisation-wide advantages, compared to just 42% of directors and middle management. This difference suggests leaders and middle management view the reach of AI's benefits differently based on role or experience.
Integration's importance
Companies that have fully embedded AI into operational processes are more than twice as likely to report broad-based benefits (76%) when compared to those at earlier stages of adoption (36%). Realising organisation-wide impact appears linked to the degree to which AI is integrated into daily workflows and systems.
"Enterprise AI success depends less on enthusiasm and more on execution," said Mabie. "When organizations integrate AI across systems and measure ROI consistently, they see broader benefits, from improved customer experiences to reduced burnout and faster innovation."
Scaling challenges
Zapier offered six recommendations for businesses aiming to address the AI 'impact gap'. These include ensuring integration of tools across teams, formalising tracking processes, empowering staff with user-friendly workflows, moving beyond pilot projects to enterprise-wide automation, and managing tool sprawl and governance. One recommendation suggests reinvesting time saved through AI into customer experience and staff engagement initiatives.
