AI Adoption Report - 2025 Insights

Published on October 28, 2025, the report is led by Jeremy Korst, Partner at GBK Collective, alongside faculty co-directors Stefano Puntoni and Prasanna (Sonny) Tambe from Wharton Human-AI Research. The study tracks the evolution of Gen AI from initial exploration to pilot programs and ultimately to disciplined, enterprise-level adoption.

Over the three years of the study, enterprises have rapidly transitioned from experimentation to demonstrating measurable ROI. In Wave 1 (2023), 37% of respondents reported using Gen AI at least once a week, with a strong optimism about its integration across business functions. By Wave 2 (2024), this figure rose to 72%, with a significant increase in spending and a notable shift in user sentiment towards a more measured approach.

In the current Wave 3 (2025), 82% of enterprises are using Gen AI at least weekly, with 46% using it daily. The report highlights that 89% of leaders agree that Gen AI enhances employee skills, while 72% are formally measuring ROI, focusing on productivity gains and incremental profit. Three out of four leaders report positive returns on their Gen AI investments.

Looking ahead, the report predicts an inflection point for Gen AI adoption in 2026 and beyond, with four out of five leaders expecting their investments to pay off within two to three years. The findings indicate that 88% of enterprises anticipate budget increases for Gen AI in the next 12 months, with a significant portion allocated to internal research and development.

The report emphasizes that the next phase of Gen AI adoption is not merely about integration but about gaining a competitive advantage. Companies that invest in training, culture, and responsible integration will be better positioned to leverage AI for long-term success. The insights provided in this report are crucial for executives seeking to navigate the complexities of AI adoption and maximize their investments in this transformative technology.