A new ISG study found that companies have doubled the number of AI use cases in production and expanded the development of unique applications
ISG today presents the findings of the latest ISG Enterprise AI Ai adoption report at the 2025 ISG Sourcing Industry Conference, the premier annual event for services and technology providers. The third annual report provides the current state of the market and a roadmap for adopting large-scale AI. It also frames the new pricing model for Agent AI services.
A global survey of 400 senior AI decision makers found that as organizations' data preparation and governance improve, they leverage AI's ability to recognize patterns and predict outcomes while layering Genai and agent AI tools. While companies are scaling AI faster, business outcomes remain uneven, with only one of four initiatives meeting expectations for revenue impact, and many of them fail to implement broad cost savings.
“Companies are investing in the AI field that shows short-term results but is experimenting with a wider range of use cases,” said Steve Hall, chief officer of ISG. “The diversity of AI use cases specific to the industry and data context of a company shows how many opportunities are there.”
The survey found that 31% of AI-powered companies have introduced at least one of at least three most funded use cases into production, with more than twice the share they made in 2024. The focus of these AI use cases is to strengthen established processes rather than target revenue growth and cost reduction.
According to ISG, companies are gradually changing AI's efforts to high value capabilities from efficiency to supporting business growth. Automation of customer relationship management, sales enablement, forecasting and lead capture became major use cases in 2025.
The rise of autonomous AI agents has shaped how companies think about AI costs. As traditional pricing models have struggled to connect prices with value, the report proposes a new framework that price AI services at the level of autonomy, so the price reflects not only what is delivered but how the job is completed.
“By classifying services according to intelligence and independence, this autonomous level of pricing framework brings clarity and fairness to the market,” Hall said. “ISG expects this model to define how AI services are contracted, so as AI technology continues to advance, businesses can benefit from an increase in automation.”
The success of AI deployment relies on the core elements companies must quickly acquire before leading pilots to production, research finds. To achieve business value, companies need to coordinate power model development, software that embeds AI, and platforms that embed the services that connect them. More important than the existence of one layer is how effectively they work together, the report says.
“AI is still in the early innings,” Hall said. “Today's core technology is today's scaling. Agent AI has been in the market for just 15 months.
“Level technologies have moved from early commercial availability to full production, providing measurable value as quickly as AI,” he said. “The organization accepted rapid experiments and was rewarded for their efforts.”
Additional information regarding the ISG applied Generated AI Market Report is available on the ISG website.
About ISG
ISG (NASDAQ: III) is a global, AI-centric technology research and advisory company. A trusted partner of over 900 clients, including 75 of the world's top 100 companies, ISG is a long-time leader in technology and business services, and now leverages AI to help organizations achieve operational excellence and faster growth. Founded in 2006, the company is known for its unique market data, detailed knowledge of the provider ecosystem, and expertise from 1,600 experts around the world working together worldwide to help clients maximize the value of their technology investments.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250915236466/en/
Laura Hupprich, ISG
+1 203 517 3132
laura.hupprich@isg-one.com
Julianna Sheridan, Matter Communications at ISG
+1 978 518 4520
isg@matternow.com
Source: Information Services Group, Inc.
