More than four in five decision makers at UK organisations (83%) report that at least some of their AI spending has delivered no measurable return, or that they do not measure returns at all, according to new research from Air IT Group.
The findings reveal what Air IT Group calls the ‘AI Decision Gap’: the disconnect between investing in AI and having the evidence and clarity to determine whether it is delivering value and where further investment should be made.
The research, based on 504 responses from decision makers at UK organisations, found that 41% had purchased or introduced an AI tool before agreeing what problem it should solve. Among respondents reporting at least one active AI initiative, 74% said not all initiatives had both an agreed business objective and a measure of success.
Businesses are under pressure to move on AI, but the findings suggest many are investing before they have a clear plan for what they want to achieve or which opportunities are worth pursuing. This raises questions about how far AI investment is translating into the productivity gains the UK Government is seeking to unlock, particularly when businesses are struggling to demonstrate the value of investments already made.
Key findings from the research include:
- 83% report at least some AI spending without measurable returns, or do not measure returns at all.
- 74% of respondents reporting at least one active AI initiative said not all initiatives had both an agreed business objective and a measure of success.
- 41% have purchased or introduced an AI tool before agreeing the business problem it should solve.
- More than six in 10 (62%) have abandoned at least one AI pilot in the past year
- 62% of respondents whose organisations formally track AI pilots have abandoned at least one in the previous 12 months.
- 47% say AI has made a task or process take longer than before, once checking, correction, setup and management are factored in.
- Only 13% say their organisations consistently convert time saved through AI into measurable higher output or productivity.
The consequences of investing without clear objectives are evident in the number of AI projects failing to progress. Among respondents whose organisations formally track AI pilots, 62% said at least one had been abandoned in the previous 12 months. Integration difficulties and employee adoption were among the barriers identified: among respondents whose organisations formally track AI pilots, 34% selected integration difficulties and 29% selected employee non-adoption as the most common reasons for abandonment.
The research also highlights the importance of how AI is implemented and measured. Almost half of respondents (47%) reported that AI had made a task or process take longer once checking, correction and management were factored in. Meanwhile, just 13% said time saved through AI was consistently converted into measurable higher output or productivity. The findings reinforce the need to start with clear business outcomes and measures of success.
Lee Johnson, Chief Technology Officer at Air IT Group, commented:
“AI has huge potential for businesses, but simply introducing more tools doesn’t guarantee better outcomes. Our research found that 41% of organisations had introduced an AI tool before agreeing what problem it should solve. If the problem and the outcome aren’t clear from the outset, it becomes much harder to know whether AI is actually delivering value.
Businesses need to start with what they’re trying to achieve, identify where AI can make the biggest difference and agree how success will be measured. That gives leaders the evidence to decide what to scale, what to rethink and where to invest next.”
To help close this AI Decision Gap, Air IT Group launched its AI Accelerator in September 2026, designed to give SMEs a clearer basis for deciding where and how to invest in AI. The AI Accelerator begins with an in-person AI Envisioning Day, bringing senior leaders together to identify their business priorities and where AI or automation could deliver the greatest value. Air IT Group then assesses the opportunities identified alongside the organisation’s readiness to deliver them, before building a prioritised roadmap setting out what to do now, next and later.
The full report, The AI Decision Gap, is available to download here: https://bit.ly/48ChuLu
About Air IT Group
Air IT Group helps UK organisations turn technology into a driver of secure, productive and sustainable business growth. Founded in 2005 and headquartered in Nottingham, Air IT combines managed IT and co-managed services with cyber security, cloud, Microsoft solutions, data, automation, AI and strategic consultancy. The company supports more than 2,000 organisations from nine UK regional offices with 24/7 operational coverage, delivering integrated services that connect strategy, governance, implementation and ongoing managed support. Air IT is a Microsoft Solutions Partner, an IASME-accredited Cyber Essentials Certification Body and has been recognised for its innovation in automation and AI.
For more information, visit www.airit.co.uk.
