Whether driving business value within core business such as sales enablement or tackling departmental needs such as marketing campaign evaluation, the use of enterprise artificial intelligence has reached a point of maturity where the overall value proposition of AI no longer dominates budgeting and purchasing discussions. Rather, the conversation surrounding AI has now become more pragmatic in nature, focusing on how to translate early, tentative wins within non-critical processes into more substantial gains within mission-critical business processes.

Within this paper, Omdia will analyze this transition, discussing the obstacles, enablers, and best practices that lie along the path between AI experimentation and operational mastery of AI as a critical business substrate and key source of market differentiation.