AI Applied, 2025
Benchmarking AI Maturity in 600+ B2B Growth-stage
Software & Enterprise Companies
AI, Applied
Benchmarks Report
Welcome to Wave 2 of our AI, Applied Benchmarks Report. This Report, based on a global study conducted by Georgian, in collaboration with NewtonX, offers an analysis of AI maturity across 600+ growth-stage B2B and Enterprise executives (Respondents). With equal representation from research and development and go-to-market leaders, the report examines AI's impact on productivity, costs and revenue growth.
This report aims to provide a set of benchmarks for companies seeking to lead in AI-driven innovation.
600+ B2B Executives
50% R&D 50% Go-to-market
85% decision-makers
22% C-suite
66% growth-stage companies and 33% Enterprise
~$5M - $200M Revenue
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Summary of Key Findings
AI appears to have rapidly transitioned from an emerging trend to a core strategic driver for maintaining competitive advantage.
83% of Respondents now view AI as a top 5 strategic priority.
AI-related initiatives take up 3 of the top 4 out of 16 corporate priorities when stack-ranked by Respondents.
Creating a competitive advantage through AI moved into the top 3 motivators for AI adoption for 7 of 9 functional areas surveyed.
Internal productivity gains remain the #1 motivator for AI strategy, selected in the top 3 motivators by all 9 functional areas.
While AI initiatives are viewed as promising in relation to cost savings and efficiency, linking AI investments to definitive revenue growth and comprehensive ROI remains a challenge.
A quarter (25%) of R&D Respondents currently tie the ROI of their AI product initiatives directly to revenue, this figure has risen by ▲ 5 pts since 2024.
Over half (51%) of R&D Respondents acknowledge they are not yet linking their AI efforts to concrete KPIs.
June 2025 Responses
The last mile challenge
While companies are advancing in AI maturity, a hurdle appears to exist when progressing from intermediate to advanced stages, suggesting challenges in effectively scaling and operationalizing AI.
Walkers have a growing number of AI-driven projects, and increased budget allocation towards AI.
Joggers have several AI-driven projects underway and moderate budget allocation towards AI.
Ensuring AI model reliability and mitigating issues like hallucinations are growing concerns for both R&D and GTM Respondents.
The quality of AI insights is the #1 concern for GTM Respondents, cited by 55%.
June 2025 Responses
The challenge posed by AI hallucinations as a barrier to scale for AI projects has risen by ▲ 6 pts to 31% among R&D Respondents.
Many Respondents are strategically leveraging third-party AI solutions and expertise to accelerate adoption and bridge internal capability gaps, especially within R&D.
68% of R&D Respondents are relying on third parties for some or all of their AI deployment efforts.
Over half (53%) of R&D Respondents indicated that they are either buying turnkey solutions or using a combination of internal building and third-party software.
68% of Respondents
June 2025 Responses
The integration of advanced AI capabilities in third-party GTM tools has increased by ▲ 14 pts to 38%.
(DASHED) November 2024, n = 301
(SOLID) June 2025, n = 304
New Report Available:
AI, Applied
Canada Benchmarks
July 2025
Benchmarking Canadian AI Maturity vs. Rest of World
Security and privacy concerns may slow but strenghten long-term adoption
Canadian R&D Respondents are more likely than Rest of World (RoW) to be concerned about Data Security and Privacy (▲ 4 pts), and Ethical and Responsible Use of AI (▲ 7 pts).
ROI and Business Value (▼ 6 pts) and Regulatory Compliance (▼ 5 pts) are two concerns where Canadian R&D Respondents appear to be less concerned than RoW.
Canada Respondents
Rest of World Respondents
Canadian GTM Respondents appear most concerned about integration with existing systems (51%, ▲5pts vs. RoW) and data security and privacy (45%, ▲3pts).
In contrast, only 43% of Canadian Respondents ranked quality of AI insights among their top concerns—▼10pts compared to RoW—perhaps related to lower deployment levels.
Canada Respondents
Rest of World Respondents
Introducing the AI, Applied Research
Global Partnership
New this wave, Georgian and NewtonX have partnered with 9 global partners to create new benchmarks and drive discussion about key findings in global AI adoption.
Future releases coming soon!
- Crawl Walk Run AI Maturity Benchmarks
- Israel Benchmarks
- US Benchmarks
- Europe Benchmarks
- Enterprise Benchmarks
Research conducted through blind study interviews with 600+ B2B executives between January - June 2025, in partnership with NewtonX.