A small fraction of global enterprises is dramatically outperforming rivals by treating artificial intelligence (AI) as a core business strategy rather than a technological experiment, according to new research from NTT DATA released Monday.
The firm’s survey of 2,567 senior executives across 34 countries and 15 industries revealed only 15% of organizations qualify as “AI leaders” — companies with clear strategies, mature operating models, and disciplined execution. The so-called elite performers are 2.5 times more likely to achieve revenue growth exceeding 10% and nearly three times more likely to post profit margins of 15% or higher compared to their peers.
“AI accountability now belongs in the boardroom and demands an enterprise-wide agenda,” NTT DATA Group CEO Yutaka Sasaki said. The findings, he said, suggest most companies remain stuck in pilot purgatory while top performers are already using AI to fundamentally reshape their operations and market positioning.
The research identifies several distinguishing characteristics of AI leaders. Rather than pursuing broad experimentation, these organizations concentrate on one or two high-value domains and redesign entire workflows around AI capabilities. A focused approach creates what researchers call a “flywheel effect,” where initial investments generate returns that fuel additional innovation.
Crucially, leading companies rebuild core applications with embedded AI rather than adding superficial features. They also prioritize augmenting skilled employees over replacement, invest in scalable and secure infrastructure, and establish centralized governance through dedicated Chief AI Officers.
“The single most effective move is to pick one or two domains that deliver disproportionate value and redesign them end-to-end with AI,” said Abhijit Dubey, CEO and Chief AI Officer of NTT DATA.
The findings challenge the notion that AI success requires massive, company-wide transformation efforts. Instead, top performers demonstrate that strategic focus combined with robust infrastructure, effective change management, and selective partnerships delivers superior results.
The survey, conducted between September and October, captured perspectives from C-suite executives and senior leaders across technology, manufacturing, banking, healthcare, and consumer sectors. As AI capabilities continue advancing rapidly, the research suggests the performance gap between leaders and laggards will likely widen, making strategic clarity and execution discipline increasingly critical competitive advantages.
