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McKinsey's annual global survey on the state of AI draws on responses from leaders across industries and geographies, tracking how enterprise AI use is evolving over time. The 2025 edition, published in November, found that 88% of organisations now use AI in at least one business function, up from 78% the previous year.
Despite broader adoption, most organisations remain in the experimentation or piloting phase. Only around one-third report that they have begun scaling AI across the enterprise, and just 39% attribute any level of EBIT impact to AI use. The most commonly cited benefits at the enterprise level are improvements in innovation, employee satisfaction and competitive differentiation rather than direct bottom-line impact.
The report pays particular attention to AI agents, finding that 62% of organisations are at least experimenting with them, but widespread deployment remains limited. Agentic use is most common in IT and knowledge management. High performers distinguish themselves not by choosing efficiency as an AI objective but by setting growth and innovation as additional goals alongside it. Half of AI high performers intend to use AI to transform their businesses and most are redesigning workflows to do so.
For DMOs and destination organisations benchmarking their AI maturity, this is one of the most comprehensive cross-industry surveys available, offering clear comparative data on where most organisations stand and what separates those seeing the most value.
McKinsey's annual global survey on the state of AI draws on responses from leaders across industries and geographies, tracking how enterprise AI use is evolving over time. The 2025 edition, published in November, found that 88% of organisations now use AI in at least one business function, up from 78% the previous year.
Despite broader adoption, most organisations remain in the experimentation or piloting phase. Only around one-third report that they have begun scaling AI across the enterprise, and just 39% attribute any level of EBIT impact to AI use. The most commonly cited benefits at the enterprise level are improvements in innovation, employee satisfaction and competitive differentiation rather than direct bottom-line impact.
The report pays particular attention to AI agents, finding that 62% of organisations are at least experimenting with them, but widespread deployment remains limited. Agentic use is most common in IT and knowledge management. High performers distinguish themselves not by choosing efficiency as an AI objective but by setting growth and innovation as additional goals alongside it. Half of AI high performers intend to use AI to transform their businesses and most are redesigning workflows to do so.
For DMOs and destination organisations benchmarking their AI maturity, this is one of the most comprehensive cross-industry surveys available, offering clear comparative data on where most organisations stand and what separates those seeing the most value.
