AI in Practice: Insights From Client Work and Global Research

All Insights

Client work and research across industries provide a front-row view into how organizations are adopting AI. The real insight is not in listing tools but in understanding how enterprises are embedding them into workflows, what use cases are scaling, and what measurable outcomes are emerging.

From client engagements and global case studies, five clear adoption themes are emerging that reveal where AI is creating tangible enterprise value.

1. Knowledge Work Is Being Accelerated

Copilots and assistants are now embedded directly into research, consulting, development, and documentation workflows.

• Morgan Stanley reports 98 percent adoption of a GPT-powered research assistant
• PwC has recorded a 30 percent productivity lift for consultants
• Microsoft developers generate close to a third of internal code with GitHub Copilot
• Databricks achieved significant ROI with Grammarly Business to improve clarity and consistency across teams

2. Customer Experience Shows Immediate Results

Conversational AI and personalization tools are tied directly to service, conversion, and revenue metrics.

• Wendy's reduced drive-thru order times with Google Vertex AI
• Citigroup accelerated loan approvals by 20 percent using AI risk models
• Orvis increased lead conversion by 32 percent with Salesforce Einstein
• Oscar Health saved more than one million dollars annually by automating claims processing with OpenAI

3. Prediction and Simulation in Operations

Industrials and service providers are using AI to forecast, detect anomalies, and optimize performance.

• Toyota saved more than ten thousand hours annually through predictive maintenance on Vertex AI
• Ferrari reduced vehicle configuration times by 20 percent with AWS SageMaker
• Formula 1 uses real-time AI analytics to adjust race strategy
• Vodafone improved customer resolution times by 37 percent with Watsonx

4. Regulated Workflows Adopting with Guardrails

Banking, insurance, and healthcare are moving forward where auditability and explainability are built into models.

• UPMC saved more than ten million dollars annually using DataRobot forecasting
• AXA S.A. improved pricing accuracy with AutoML
• Citizens Bank strengthened credit scoring with AI models
• NatWest deployed an AI mortgage assistant to speed approvals while maintaining compliance standards

5. Creative and Communication Cycles Compressing

Marketing and communications teams are reducing cycle times by orders of magnitude without losing quality.

• Paramount+ generated 70 campaign images in minutes with Adobe Firefly
• StudioRx delivered design work five times faster with Firefly
• Deloitte reduced timelines for rebranding projects with generative design
• Cisco and Siemens rely on Grammarly Business to maintain brand voice and multilingual accuracy at scale

AI adoption is concentrating where friction is highest and results can be measured. The pattern is clear: enterprises are capturing value where AI is embedded into workflows with clear ownership and measurable outcomes.

Conclusion

Knowledge-intensive work is being streamlined, customer experience is being redefined by speed and personalization, operations are becoming predictive, regulated workflows are adopting with governance in place, and creative cycles are being compressed. These findings demonstrate where enterprises are already capturing value and where the next wave of adoption will expand. The organizations that move fastest will be those that match AI capabilities to specific business outcomes rather than deploying tools in search of problems.