The AI Questions Changed. So Did Our Research.

When we launched this research in 2023, we thought we knew exactly what we were studying: AI adoption. We wanted to understand how organizations were embracing generative AI, what was slowing adoption, and which barriers leaders needed to overcome.

But over the next three years, something unexpected happened. The questions organizations were asking kept changing.

In 2023, the conversation looked very different than it does today. The same was true in 2024. And again in 2025.

By 2026, we realized we weren’t simply watching a new technology spread through organizations.

We were watching something much larger unfold. That realization changed the direction of our research.

We Didn’t Expect the Story to Change, or Explain the ROI Issue of AI Adoption, But It Did

Most research projects begin with a hypothesis. Ours did too.

What we didn’t expect was that the hypothesis itself would evolve.

And, this isn’t just a research project. This report is based on three years of working inside enterprise organizations, helping executive leadership and the teams in the trenches integrate generative AI into their daily work.

By the end of the project, we weren’t just documenting AI adoption.

We had uncovered a much broader story about how organizations change, and why many leaders may now be asking the wrong questions.

In fact, we believe this report uncovers why so many companies are not yet seeing ROI from their AI initiatives.

The Report

We are thrilled today to release the inaugural 2026 AI Adoption Gap Report.

It’s based on three years of enterprise research involving thousands of professionals, hundreds of executive interviews, departmental focus groups, organizational assessments, AI implementation projects, and custom team trainings across 22 organizations. These include enterprise technology, enterprise retail, financial services, healthcare and marcom agencies.

Inside the report, we share:

• The evolution of enterprise AI over the past three years.
• The questions that defined each stage.
• The unexpected insight that connected them.
• What leaders should be preparing for next.

If you’ve been wondering why AI feels different this year than it did even twelve months ago…

…you’re not imagining it.

And the answer isn’t what we expected.

The report is available now.

Let us know what you think!

---

Remember, AI won’t take your job. Someone who knows how to use AI will. Upskilling your team today, ensures success tomorrow. Custom in-person and virtual trainings are available. If you’re looking for something more top-level to jump start your team’s interest in AI, we offer one-hour Lunch-and-Learns. If you’re planning your next company offsite, our half-day workshops are as fun as they are informational. And, of course, we offer AI consulting and GEO strategies. Whatever your needs, we are your partner in AI success.

Read more: The AI Questions Changed. So Did Our Research.