Fewer than one in five businesses has AI genuinely working across the team. That is the finding from over 1,500 interviews with business leaders, and it sharpens with every new conversation. The gap is where the cost and the opportunity sit.
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Twelve themes from the interviews. The maturity gap, the human and security realities, and what the organisations pulling ahead do differently.
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Two minutes. Your stage on the maturity model, the Tasks AI could run for your business, and the first one free.
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The share at each stage is a range from the live research. Fewer than one in five businesses has AI genuinely working across the team.
40 to 45%
of businesses
Individuals experiment with tools, driven by personal champions rather than a shared method. The work of the company is untouched, and impact goes unmeasured.
The tell
AI is one person's habit, not the team's.
30 to 35%
of businesses
Structured use cases are emerging, often led by one function. Results are felt but rarely counted, and each tool works alone.
The tell
Pockets of real use, nothing connected.
15 to 20%
of businesses
AI is embedded in team workflows with measurable return and cultural adoption. Fewer than one in five businesses reach this stage.
The tell
Work completes without being prompted.
5 to 10%
of businesses
AI shapes strategy, structure and delivery. The smallest group in the research, and the one pulling away.
The tell
Capacity plans assume the Agents.
Source: The Big AI Secret, maturity model.
Find your stage →AI feels like the electricity moment for our generation. Every sector, every role, every assumption is up for redesign.
Drawn from over 1,500 businesses, marketers and leaders, this flagship research is a candid look at how AI is really being used across sectors today. The finding underneath all of it is simple: the gap is not adoption, it is integration. Fewer than one in five organisations has AI genuinely embedded in how it works.
Research is underway into how agencies turn AI into team-wide value. Agencies adopted AI faster than any sector and hit its limits first: the most AI-mature sector is also the most fragmented. This Guide is being built live from interviews to map the disconnection tax, and how the agencies pulling ahead turn AI into capacity, without hiring.
Research is underway into commercial property and development, a sector of small teams, large value, and hard deadlines that do not move. That is the exact shape of work AI on triggers was built for. This Guide is being built live from interviews to map where AI can run unattended and what the firms that connect it stand to gain or are already gaining.
Two minutes
Every reader of the research asks the same thing: which one am I?