Wharton and GBK Collective Report Tracks Enterprise Gen AI Shift from Experimentation to Measurable ROI

Summary

A third-year longitudinal study from Wharton Human-AI Research and GBK Collective documents how enterprises have moved from generative AI experimentation to achieving measurable return on investment. The research, led by GBK Collective partner Jeremy Korst and Wharton faculty co-directors Stefano Puntoni and Prasanna (Sonny) Tambe, tracks the progression from early exploration through pilot programs to more disciplined, enterprise-level adoption of generative AI. The study's multi-year scope pr