Artificial Intelligence has moved beyond the headlines.
What once felt like the promise of the future is now powering decisions, automating processes, and reshaping how businesses compete. Yet for many organisations, the conversation still feels theoretical; a blur of jargon and innovation theatre rather than tangible impact.
Our new report, AI in Business Intelligence: From Reporting to Actionable Insights, researched and published in collaboration with 4th-IR and LAC², explores how AI is already transforming enterprise performance, and what it takes to realise its full potential.
From data to decisions
Most organisations already have the data they need, but not the structure to turn that data into insight. AI is changing that. By combining machine learning, natural language processing, and predictive analytics, businesses can now surface intelligence from information that previously sat unused across disconnected systems.
The result? Smarter, faster decision-making — grounded in evidence, not assumption. In sectors from retail to financial services, AI-powered analytics are enabling leaders to anticipate market shifts, understand customer behaviours, and respond in real time.
Moving beyond the experiment
The challenge isn’t access to technology; it’s the transition from experimentation to execution. Too many pilots stall before delivering value because they lack governance, integration, or a clear link to business strategy.
Our report identifies a consistent pattern among organisations succeeding with AI: they treat it not as a project, but as a long-term business capability. They build frameworks around ethics, data security, and accountability from the start, ensuring that every model developed can be trusted and scaled responsibly.
Responsible AI at scale
As AI adoption accelerates, ethical and environmental considerations are becoming core to transformation. From data sovereignty to algorithmic bias, leaders are being asked to balance innovation with responsibility.
The report provides a clear roadmap to achieving this balance, helping businesses design AI ecosystems that are transparent, fair, and aligned with their ESG commitments.
“AI is no longer on the horizon — it’s here, reshaping decisions, processes, and customer experiences in real time,” says Dave King, Managing Director at Differentis. “The challenge now isn’t about if businesses adopt AI, but how they do so intelligently.”
Read more about how organisations are making AI work in the real world
Download the full AI in Business Intelligence: From Reporting to Actionable Insights report here
Image credit: Fabio (Unsplash)
