The AI ROI reality check

The message from the latest PwC Global CEO Survey is clear: selling AI tools is only half the battle.

While the rush to build AI data centres is causing stock shortages across the channel, many customers are still struggling to see a return on their investment. Here we break down the PwC report, and specifically how partners can help their customers bridge the "AI gap."

The ROI reality check

Despite the hype, more than half of CEOs say they have yet to see any financial benefit either in increased revenue or lower costs from their AI investments. This follows a somewhat sobering MIT report which found that 95% of AI pilots never make it to full production.

Currently, only a small group of "front-runners" (about one in eight companies) are seeing both top-line growth and bottom-line savings.

Why most AI projects stall

According to PwC, the reason many businesses are failing to see results is that they are treating AI as a series of "isolated, tactical projects." These small-scale experiments rarely deliver measurable value.

The companies that are succeeding are the ones building solid foundations. They aren't just "playing" with AI; they are deploying it at scale and aligning it directly with their core business strategy.

How channel partners can add value

For MSPs and resellers, this gap between investment and results is a massive opportunity to move beyond being "box shifters" and become strategic advisors. Here is how partners can help customers move into the winner's circle:

• Move beyond the pilot: With 95% of pilots failing, customers need help moving from proof-of-concept to enterprise-scale deployment. Partners can provide the architectural expertise to ensure AI works across the whole business, not just in a silo.
• Focus on integration, not just infrastructure: The most successful companies (44%) are embedding AI directly into their products, services, and customer experiences. Partners should help customers identify where AI can actually improve their "end product" rather than just automating back-office tasks.
• Align AI with business strategy: Since tactical projects often fail, partners can add value by helping C-suite clients align their AI roadmap with their long-term commercial goals.
• Solve the "kit" crisis: While hardware shortages persist, partners can add value by helping customers optimise their existing infrastructure or find smarter ways to access compute power while waiting for new equipment.

In summary

The "gold rush" for AI is well underway, but the real long-term value for the channel lies in consultancy and implementation.

By helping customers move away from small, disconnected trials and towards strategic, company-wide AI adoption, partners can ensure their clients become the one-in-eight who actually see a return on their investment.