Unlock AI, Unlock Growth

Across EMEA, one theme continues to surface in conversations with senior leaders: AI is no longer a question of if, but how well it can be translated into tangible business outcomes.

Our recent Change Makers AI roundtable in Madrid, delivered in collaboration with Cisco, reinforced this shift. The discussion moved decisively beyond experimentation and into execution, specifically what separates organisations generating real value from those still struggling to scale.

The headline is compelling. Leading companies are already attributing up to 5% of EBITDA to AI. Yet for many, progress remains uneven. The difference lies not in access to technology, but in how it is applied.

The most advanced organisations are reframing their approach. Rather than fixating on the capabilities of AI itself, they are anchoring efforts around clearly defined, high impact use cases. They are aligning their people behind these priorities and, critically, evolving their operating models to support sustained adoption at scale.

There is also a noticeable shift in how momentum is built. While executive sponsorship remains essential, top down strategy alone is not enough. Lasting adoption is being driven from within, through teams that demonstrate tangible value early, build credibility, and bring the wider organisation with them.

The insight is clear: successful AI adoption is less about technology deployment and more about organisational alignment, focus, and execution.

Madrid offered a powerful reminder that the path to AI driven value is both practical and achievable, but only for those willing to prioritise impact over ambition.