Why 95% of companies are failing to unlock AI’s potential
And how to join the successful 5%
According to recent research from Boston Consulting Group, only 5% of companies are actually deriving real value from their AI investments.
That’s a staggering failure rate for what’s arguably the most hyped technology transformation of our time. So what sets the successful ones apart from the rest?
Steven Mills, Boston Consulting Group‘s AI ethics officer, has identified the critical factor that determines success or failure: proper employee training.
The missing piece most leaders ignore
The insight is deceptively simple: companies that succeed with AI invest heavily in hands-on employee training. Not hour-long PowerPoint presentations about “What is AI?” but substantial, practical training that gets people using the technology immediately.
Mills found that employees consistently ask for about five hours of hands-on training, coaching, and mentoring. Yet only one-third of firms currently deliver this level of support.
The result? Expensive AI tools sitting unused whilst teams stick to familiar workflows.
The Lightbulb moment that changes everything
Once employees experience that first success, using AI to polish an email, generate content ideas, or analyse data, adoption accelerates rapidly. They start thinking, “Where else could I use this?” That curiosity spark ignites experimentation and transforms how they work. We’ve seen this first hand with several of our clients.
But without proper training to create that initial success, the spark never happens.
Getting AI adoption right in Marketing
The research reveals most organisations sprinkle AI onto existing processes rather than reimagining how work gets done. Here’s how to do it properly:
Design training that works. Structure AI training across multiple hands-on sessions that build confidence progressively. Start with demonstrations using real marketing scenarios, follow with guided exercises on live campaigns, then conclude with peer review sessions where teams share successes and troubleshoot challenges together.
Integrate AI into workflows. Transform your content creation so AI ideation flows naturally into human strategy, then AI drafting, followed by human refinement. Reimagine community management where AI generates response suggestions that your team personalises before engaging with audiences.
Track progress and celebrate wins. Monitor training completion, tool usage frequency, time savings, and quality improvements. Then celebrate successes publicly. Announcing “We reduced caption drafting time by 30% this week” builds momentum better than any training session.
Prepare for cultural shifts. Successful adoption requires acknowledging that roles will evolve, workflows will need adjustment, and human judgement becomes more valuable rather than less. Create psychological safety around AI experimentation.
The hidden competitive advantage
Whilst 95% of companies struggle with AI adoption, the solution isn’t complex technology or massive budgets. It’s simply investing in people.
Organisations that commit to proper training will develop an insurmountable competitive advantage. They’ll move faster, create better content, serve customers more effectively, and attract top talent.
The AI revolution is happening with or without you. But with the right approach to training, you can ensure your organisation joins the successful 5% rather than the struggling 95%.
Full article on Business Insider
Ready to implement AI properly in your marketing strategy? We specialise in helping organisations navigate successful AI adoption with practical, hands-on training that delivers real results. Get in touch to discuss your team’s transformation.
