The 5% Problem

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The gap between organisations leading with AI and those lagging behind is no longer theoretical. It is real, measurable, and widening. At the front are companies already attributing up to 5% of EBITDA to AI. At the back are those still hesitating, yet to move beyond early exploration.

At a recent Change Makers executive roundtable in Amsterdam, this divide was brought into sharp focus. The conversation centred on what truly differentiates AI leaders from those struggling to gain traction. Several consistent themes emerged.

First, leading organisations are redesigning their business structures and processes to fully integrate AI. This is not a layer added on top of existing ways of working. It is a fundamental shift in operating model, enabling AI adoption at scale.

Second, they are investing heavily in skills. Reskilling their workforce, building AI capabilities, and embedding data-driven thinking across the organisation are seen as critical enablers of long-term value.

Third, and perhaps most importantly, they are not waiting for a perfect business case. While many organisations remain focused on defining a bulletproof AI ROI, leaders are taking a different approach. They are moving forward with conviction, testing, learning, and scaling what works.

This mirrors the early days of the internet. At the time, business leaders demanded clear ROI justification before investing. Today, its value is unquestioned. AI is following a similar trajectory. The organisations that recognise this are accelerating their AI strategy, while others risk falling further behind.

The insight is clear. AI transformation is not held back by technology, but by mindset, organisational readiness, and willingness to act.

For organisations looking to stay competitive, the priority is clear. Focus on AI adoption, invest in capability building, and take decisive steps towards real business impact.