Crossing the Chasm: From Adoption to Value
A strategic guide for marketing leaders to join the 6% of high performers capturing material value from Agentic AI. Based on McKinsey (Dec 2025) and BCG (Nov 2025) research.
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The Reality: Adoption vs Value
Understanding the 88% vs 6% gap between AI adoption and value capture
According to McKinsey's December 2025 'State of AI' report, AI has saturated the enterprise, but value has not. While 88% of organizations report using AI, a staggering 82% are stuck in 'pilot purgatory' or low-value use cases. Only 6% qualify as High Performers - organizations that attribute at least 20% of their EBIT to AI.
- 88% of organizations use AI but see minimal ROI
- 6% are High Performers capturing material value (20%+ of EBIT)
- 6% have not adopted AI at all
- Adoption is no longer a competitive advantage - scale and integration are the new battlegrounds
The gap between adoption and value capture is the defining challenge of 2026. Most organizations are on the wrong side of the chasm.
The Adoption-Value Chasm (Dec 2025)
Source: McKinsey State of AI 2025