Despite a significant uptick in artificial intelligence spending, many enterprises are struggling to realize tangible benefits, according to a new industry report.
AI Investment Remains Strong Amid Uncertain Returns
A recent study conducted by Coastal, a prominent Salesforce and AI consultancy, revealed that 67% of surveyed companies plan to maintain or increase their AI budgets in 2025. Yet, only 21% reported measurable success from their AI initiatives so far.
This survey, based on feedback from over 120 senior leaders in technology and business, paints a complex picture: while enthusiasm and investment in AI are high, the payoff remains elusive for most organizations.
Top Concerns: Governance and Lack of Strategy
According to the report, 43% of respondents identified governance, ethical concerns, and risk management as the most pressing AI challenges they expect to face in the next two years. At the same time, 64% of companies admitted they lack a clear roadmap with measurable goals for AI implementation and adoption.
These gaps suggest that while businesses are eager to embrace AI, they may not yet have the foundational strategies and infrastructure in place to fully capitalize on its potential.
Unlocking the True ROI of AI
Coastal’s report — titled “AI Isn’t Delivering—Here’s What To Do About It” — outlines the critical steps necessary for organizations to translate AI investment into real business value. These include:
- Upgrading core infrastructure to support AI capabilities
- Building unified platforms to move and activate data seamlessly across cloud environments
- Aligning AI initiatives with clear, measurable business outcomes
- Redesigning workflows to unlock the power of agentic automation
“AI solutions like Salesforce’s Agentforce are revolutionary,” noted Coastal CEO Eric Berridge. “But without a modern data infrastructure and strategic alignment, even the most advanced tools won’t deliver the expected impact.”
Data & AI Modernization: The Next Era of Transformation
The report highlights a shift from traditional digital transformation efforts to what Coastal calls the “Data & AI Modernization Era.” In this new phase, organizations must focus on system integration, ethical AI practices, and performance measurement from day one.
Berridge added, “Organizations with a defined data and AI strategy are 2.7 times more likely to experience a positive ROI. Yet, the fact that nearly two-thirds still lack such a strategy is a clear call to action.”
Want to Leverage AI Successfully?
To fully harness the power of AI, businesses need more than just cutting-edge tools—they need the right foundation. That includes a scalable infrastructure, a unified data platform, and a culture that supports innovation and accountability.
For example, companies exploring new AI-driven productivity tools should consider how other platforms are reshaping work. Gmail’s AI-powered search transformation is one such example, demonstrating how intelligent systems can redefine efficiency in specific industries like marketing.
Final Thoughts
The key takeaway from Coastal’s survey is clear: organizations are eager to invest in AI, but without a strong strategic framework, those investments may not yield the desired results. Leaders must prioritize building the right infrastructure, defining clear goals, and addressing governance issues to unlock AI’s full potential.
With the right roadmap, the promise of AI can move from ambition to achievement.
