AI Applied, 2025
Benchmarking AI Maturity in 612 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 612 growth-stage B2B and Enterprise executives (Respondents). With equal representation from research and development (308 R&D Respondents) and go-to-market (304 GTM Respondents) 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.
612 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 companies 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
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
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.
November 2024
June 2025
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
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!
- Canada Benchmarks
- Israel Benchmarks
- Crawl Walk Run AI Maturity Benchmarks
- US Benchmarks
- Europe Benchmarks
- Enterprise Benchmarks
Research conducted through blind study interviews with 612 B2B executives between January - June 2025, in partnership with NewtonX.