Wharton Study: Two-Thirds of Businesses See GenAI ROI

A new Wharton study challenges the narrative that generative AI is failing to deliver ROI. Based on self-reported data from over 800 US companies, the study found that 74% of businesses that measure ROI from generative AI already see a positive return. Returns vary widely by industry and company size: tech/telecom and banking/finance report strong returns (88% and 83% respectively), while retail lags at 54%. Senior leaders see more benefit than middle managers, and smaller companies outperform large enterprises—only 57% of firms with over $2B revenue see positive ROI. The study contrasts with an MIT report that found 95% failure, but Wharton's broader definition of ROI includes productivity and retention. Wharton professor Stefano Puntoni notes the results are more positive than expected, though the financial payoff is not guaranteed for all.