From AI Hype to Business Value: What Really Moves Companies Forward

Artificial Intelligence has become a central topic for the future across nearly all industries in recent months. Many companies have identified initial use cases, launched pilotprojects, or are already applying AI selectively within their operations. At the same time, practical experience reveals a more differentiated picture: despite significant investment,the actual value generated often falls short of expectations.​

The key question is therefore no longer whether companies use AI, but rather how they use it – and under which conditions sustainable business value can be created.​

Public discourse continues to focus heavily on technologies, tools, and models. Practical implementation, however, reveals a different pattern: the greatest challenges generally do not lie in technical execution, but in the interaction between organization, processes, data, leadership, and the concrete collaboration between humans and AI.

A lack of clarity regarding roles and responsibilities, insufficient integration into existing workflows, or limited acceptance within the organization often result in AI’s potential not being fully realized.​
Against this backdrop, bbh launched the AI Study 2026.
The objective is to develop a sound understanding of how companies successfully apply AI in practice, which factors distinguish successful initiatives from unsuccessful ones, and how AI can be sustainably integrated into everyday work.

The study deliberately places its focus not on technology alone, but on a holistic perspective of AI transformation – with particular attention to organizational, cultural, and human aspects. A key element of the study is the analysis of concrete, real-world use cases from companies.​

The aim is to understand which objectives organizations pursued through AI, which outcomes were actually achieved, and which factors contributed significantly to success or failure. Only through this practical perspective is it possible to derive reliable conclusions about what truly makes AI initiatives successful.​
By combining qualitative interviews with broad quantitative data collection, the study aims to create a comprehensive picture of recurring patterns, common challenges, and effective levers within AI transformation. At the same time, practical and transferable recommendations will be developed to support companies directly in their implementation efforts.

This is intended to help organizations prioritize AI initiatives more effectively, establish suitable conditions for success, and integrate AI sustainably into their processes over the longterm. In doing so, the study contributes to shaping an AI-integrated working environment and provides guidance in an area that remains difficult for many organizations to navigate.​

Additional practical perspectives are currently being sought for the ongoing study. Companies and functional leaders are invited to contribute their experiences – either through an interview or by participating in the quantitative survey.​

The exchange of different perspectives is a central element of the study. We therefore welcome every contribution and look forward to engaging in dialogue with organizations that actively want to shape the future of work.