'That shouldn’t translate into investing in AI blindly, without a clear strategy': Experts warn UK firms want to keep spending big on AI - even if they can't prove it makes a difference

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• Productivity, work quality and decision-making are bigger ROIs than profitability
• Leaders aren't confident measuring non-financial ROI, though
• Worker upskilling and job spec redefinition should be prioritized

New data from KPMG has claimed some companies are continuing to invest in AI despite poor returns on investment, however it could be time to reframe expectations and focus on far more than just traditional financial ROI.

The report outlines how organizations are increasingly seeing it as a long-term strategic investment for transformation, rather than just focusing on short-term and immediate value.

As a result, profitability has slipped as a priority, cited by 64% of KPMG's sources, compared with non-financial metrics like productivity gains (76%), quality of work (71%) and better decision-making (67%).

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