A new IBM study shows that artificial intelligence is already reshaping productivity across Europe, the Middle East, and Africa, (EMEA) with two-thirds of senior leaders reporting measurable performance gains and many expecting full returns on investment within a year.
The research, conducted with Censuswide and based on responses from 3,500 executives in ten countries, found that 66% of organizations have already achieved significant productivity improvements through AI. Among them, 41% expect to recoup their AI investments in under twelve months, highlighting how rapidly the technology is converting into measurable value.
However, the study exposes a widening gap between large enterprises and smaller firms. Nearly three-quarters (72%) of large companies reported AI-driven productivity boosts, compared with just 55% of small and medium-sized enterprises. Public sector organizations are also moving more slowly, with only about half seeing strong returns so far.
The business areas experiencing the most impact include software development, IT, and customer service — each cited by roughly a third of respondents. Executives said the biggest overall benefits include greater operational efficiency, improved decision-making, and the automation of repetitive tasks, which in turn is freeing up employees for more creative and strategic work.
Beyond short-term productivity, the report indicates that AI is becoming a catalyst for structural transformation. Almost one in four leaders said AI has already reshaped their business models, while around a third are redesigning operations around continuous AI-driven decision-making and innovation.
The study also shows the growing importance of open, interoperable, and transparent AI systems. Around 85% of leaders stressed that having choice and flexibility in AI providers, along with clear visibility into how systems make decisions, is essential to maintaining trust and autonomy.
Despite optimism about ROI, concerns remain. Roughly two-thirds of respondents pointed to data privacy, security, and ethical risks as major obstacles to scaling AI projects. Integration with legacy systems was another frequently cited challenge.
IBM’s report concludes that companies aiming to accelerate AI returns must prioritize strong governance, clear accountability, and organization-wide literacy in AI tools—ensuring that adoption is both rapid and responsible.
