# Wharton-GBK finds only 28% of firms see strong AI returns despite widespread use

Digest AI · Enterprise & Industry · published 2026-10-14T00:36:50Z

Canonical: https://digestai.news/story/wharton-gbk-finds-only-28-of-firms-see-strong-ai-returns-despite-wides

## Summary

Wharton Human-AI Research and GBK Collective’s annual report, *The Adaptive Advantage*, reveals a gap between AI adoption and measurable business returns among U.S. enterprises. While 80% of managers and senior leaders report *any* positive returns from AI investments, only 28% describe those returns as strongly positive. The study, based on 1,416 employees at companies with at least $50 million in revenue, highlights that departments tracking growth metrics—such as net-new revenue or customer satisfaction—are 2.7 times more likely to report strong returns than those focusing solely on efficiency (e.g., cost savings or time saved).

The report also underscores that AI agents are widely deployed (67% of departments use them), but deep integration remains rare. Only 28% say AI is fully embedded in core processes, and just 17% allow autonomous operation. Departments meeting all three criteria—changed workflows, embedded AI, and agent use—report 67% strongly positive ROI. Clear ownership, such as a dedicated Chief AI Officer, correlates with stronger results: 58% of managers in those roles report strong returns, compared to 8% where no such role exists. However, the study does not prove causation—only an association between these factors and reported outcomes. Entry- and mid-level employees also see AI’s impact differently: 58% say workflows have changed significantly, compared to 73% of managers, while only 56% feel adequately trained. The report warns that adoption alone does not guarantee success; measurable outcomes, integration, and employee experience matter more.

## Key points

- Only 28% of U.S. enterprise managers report strongly positive AI returns, despite 80% seeing *some* benefit
- Departments tracking growth metrics (e.g., revenue, satisfaction) are 2.7x more likely to report strong returns than those focusing on efficiency
- Companies with a Chief AI Officer role see 58% strongly positive returns, vs. 8% where no such role exists

## Why it matters

The report shifts focus from AI adoption to ROI, showing that integration, clear ownership, and growth-oriented metrics drive real business impact—not just tool deployment. Enterprises must move beyond usage stats to measure how AI changes core workflows and aligns with strategic goals.

## Sources

1. [Wharton–GBK’s “The Adaptive Advantage: Who’s Winning with AI and How” Report Reveals the AI ROI Gap](https://unite.ai/wharton-gbk-adaptive-advantage-report-ai-roi-gap) (Unite.AI, 2026-10-14)

## Cite

Digest AI, "Wharton-GBK finds only 28% of firms see strong AI returns despite widespread use", 14 October 2026, https://digestai.news/story/wharton-gbk-finds-only-28-of-firms-see-strong-ai-returns-despite-wides

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