A new report from Qualtrics reveals a growing disconnect between UK business leaders’ recognition of AI’s transformative potential and their confidence in deploying it effectively. While a resounding 92% of executives agree that AI will reshape their industries, only 16% say they feel adequately prepared to lead AI adoption in their organisations.
This lack of readiness is stalling progress and leaving companies scrambling to define their AI strategies. In response, many are turning inward to find leadership. Over a third (36%) have created internal AI committees, while 33% have appointed dedicated AI leaders to guide strategy. At the same time, businesses are leaning on trusted partners, with 38% increasing investments in current technology vendors to boost AI capabilities.
“AI presents a billion-dollar opportunity to transform customer experiences,” said Isabelle Zdatny, Head of Thought Leadership, Qualtrics XM Institute. “However, without decisive leadership and the right support in implementing AI, organisations risk being left behind. By understanding how AI can make connections more human, and then empowering teams with training and appointing AI stewards, businesses can turn this moment of rapid technological change into long-term competitive advantage.”
Familiar AI tools
To stay on safer ground, most organisations are adopting familiar AI tools. As many as 83% of UK companies currently use ChatGPT and similar chatbot technologies, and 81% have implemented AI co-pilot solutions. Business leaders expect AI to drive tangible improvements in product quality, operational delivery, customer service, and personalised engagement—ultimately enabling them to deliver more human-centred experiences at scale.
In addition, the economic upside of getting AI right is massive. Experts estimate that UK industries could unlock up to £675 billion in annual value through enhanced customer experiences, with the potential to push that figure as high as £1.21 trillion. Reflecting this, 58% of UK executives expect AI to drive increased revenue, 53% see cost-saving potential, and 48% anticipate significant gains in overall efficiency.
Improving customer experience remains a top priority for 66% of UK leaders. They believe AI will help strengthen customer service (46%), enable more personalised interactions (39%), and foster greater empathy (36%).