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Published by the Deloitte AI Institute, this annual report draws on a survey of 3,235 director-to-C-suite respondents across 24 countries and six industries, conducted between August and September 2025. Now in its eighth year, the report tracks enterprise AI adoption at a pivotal moment of transition from pilots to scaled deployment.
The headline finding is a gap between access and activation. Worker access to AI tools grew by 50% in one year, with around 60% of employees now having sanctioned access. Yet fewer than 60% of those with access use it in their daily workflow, and only 25% of organisations have moved 40% or more of their AI experiments into production.
The report also identifies three forces reshaping what enterprise AI means. Sovereign AI is making the geographic origin of AI development a strategic priority, with 77% of companies citing location of AI development as a key consideration when choosing new technologies. Agentic AI is scaling faster than the governance structures to control it, with 74% of companies planning to deploy autonomous agents within two years but only 21% having a mature governance model. Physical AI is already embedded in operations for 58% of companies and projected to reach 80% within two years.
For organisations in travel and tourism considering how to move from AI experimentation to transformation, the report provides a clear framework for understanding where most companies are getting stuck and how those succeeding are thinking differently.
Published by the Deloitte AI Institute, this annual report draws on a survey of 3,235 director-to-C-suite respondents across 24 countries and six industries, conducted between August and September 2025. Now in its eighth year, the report tracks enterprise AI adoption at a pivotal moment of transition from pilots to scaled deployment.
The headline finding is a gap between access and activation. Worker access to AI tools grew by 50% in one year, with around 60% of employees now having sanctioned access. Yet fewer than 60% of those with access use it in their daily workflow, and only 25% of organisations have moved 40% or more of their AI experiments into production.
The report also identifies three forces reshaping what enterprise AI means. Sovereign AI is making the geographic origin of AI development a strategic priority, with 77% of companies citing location of AI development as a key consideration when choosing new technologies. Agentic AI is scaling faster than the governance structures to control it, with 74% of companies planning to deploy autonomous agents within two years but only 21% having a mature governance model. Physical AI is already embedded in operations for 58% of companies and projected to reach 80% within two years.
For organisations in travel and tourism considering how to move from AI experimentation to transformation, the report provides a clear framework for understanding where most companies are getting stuck and how those succeeding are thinking differently.
