Overhyping a technology like generative AI can be dangerous, but sometimes the debunking urge can be almost as unwelcome. Take for example last month’s MIT report claiming that 95% of generative AI projects fail. The most dogmatically anti-AI folks took that statistic as confirmation that AI is as pointless as it is, in their minds, evil. But if you look a little closer, there’s a lot more nuance.
As I noted in this space a couple of weeks ago, it’s down to execution. The MIT report’s lead author blamed the high failure rates on enterprises’ choice of tools and use cases, as well as poor integration; Fortune reported that, “MIT’s research points to flawed enterprise integration. Generic tools like ChatGPT excel for individuals because of their flexibility, but they stall in enterprise use since they don’t learn from or adapt to workflows.”
“The data also reveals a misalignment in resource allocation,” the article continues. “More than half of generative AI budgets are devoted to sales and marketing tools, yet MIT found the biggest ROI in back-office automation—eliminating business process outsourcing, cutting external agency costs, and streamlining operations.”
These are the kinds of use cases where contact center managers are hoping for big AI payoffs. And on this point, there’s reason for optimism. In an Enterprise Connect virtual event this week, Robin Gareiss, CEO and principal analyst at Metrigy, presented data showing more than half of enterprises surveyed are already gaining ROI for their AI CX projects. Asked what benefits they were seeing from AI, almost 70% cited improved customer satisfaction, and 63.5% named reduced cost.
Robin presented a wealth of data providing abundant details on the ways that enterprises are already benefiting from AI for CX; I encourage you to listen to the replay of her talk. Yet even with the positive signals in Metrigy’s data, her conclusions remained measured: “AI is driving change, but it’s not overnight,” and, “Transformation projects must be focused on addressing business problems or opportunities. Don’t try to boil the ocean.”
The data –both MIT’s and Metrigy’s – resonate with what I’ve been hearing anecdotally from enterprise folks. Skepticism remains, especially about vendor claims and predictions. And the struggle to find the right use case and ROI is real. But those that have stuck with the kinds of projects Robin described, with the disciplined approach she advised, have seen successes and are diligently preparing for what comes next.
And the best place to learn about what comes next is, of course, Enterprise Connect 2026, March 10 – 12 in Las Vegas. Registration is open now and the event website has the details on what you can expect from our re-imagined show. I hope to see you there!
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