State of the Industry Research
AI Impact Report: Turning AI Intent into Real ROI
Q1, 2026
AI adoption has moved from aspiration to imperative, yet for most organizations, the gap between ambition and execution is widening, not closing. While 86% of business leaders recognize AI as essential to staying competitive and 79% have set company-level AI goals, only 29% have developed a clear strategy to act on them. The investment is flowing, the pilots are launching, but measurable ROI remains out of reach for the vast majority.
The AI Impact Report, produced by Coupa in partnership with Incisiv, examines why this "intent-to-impact" chasm persists, and what it takes to close it. Drawing on insights from more than 600 procurement, finance, IT, and supply chain leaders across six industries in North America, EMEA, and APAC, the research uncovers three interconnected barriers blocking real transformation: a strategy gap, an infrastructure and skills gap, and a trust gap. It offers a clear framework for how organizations can move from fragmented pilots to enterprise-scale AI that delivers.
FOUR KEY B2C COMMERCE IMPERATIVES
Incisiv
Here’s a preview of the report. The full report is available for free download via the form below.
As consumers continue to reshape their expectations,
enterprises must contend with a uniquely challenging landscape.
The consumer technology landscape is forever changing.
From Pinterest to TikTok, WeChat to Instagram, new experiences can rapidly gain consumer adoption and relevance.
From augmented reality to voice, smartwatches to chatbots, consumers are constantly embracing new interaction paradigms.
Commoditized convenience is eroding loyalty and margin.
Consumers expect convenience. If you can't deliver it, they'll go elsewhere - e.g. next day shipping becoming the new standard.
Walmart will reportedly lose USD 1 billion on eCommerce revenue of USD 21 billion this year as it faces challenges in its bid to complete against Amazon – from trouble integrating its DNVB acquisitions to impact on margin from its next-day delivery operations.
Consumers value experiences that are curated to fit their lives better.
They want to engage, be served, and transact at their time, their pace, their place. They have little patience, infinite choice and the freedom to swipe left at the slightest hint of friction.
