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Editorial


AI ADOPTION IN 2024: SAP SURVEY INSIGHTS

Alan StaffordEmily ActonPublished on May 21, 2024
AI


AI is hot, and business executives recognize that fact, according to a new
survey of SAP customers. More than 96% of the 2,000 customers we surveyed said
they have executive mandates to explore or implement AI technologies in their
businesses, and AI is now a primary differentiator among customers who are
evaluating systems integrators.

More explicitly, 40% of respondents said they have a mandate to implement AI for
specific use cases, 38% to explore and identify potential use cases, and 17% to
implement AI across the organization strategically. Only 4% said they have
received no mandate whatsoever from senior leadership.



Leadership from 96% of respondents have issued mandates to explore or implement
AI.



Our research also found that 96% of customers see business AI adoption as
directly linked to migrating business operations to the cloud. Furthermore, the
SAP customers who work with value-added resellers (VARs) strongly prefer that AI
features be integrated with the SAP applications they are already using and, as
a result, those customers express a strong preference for systems integrators
who offer AI features.

We surveyed 2,000 SAP customers worldwide in November 2023. Half of the
respondents were from large enterprises, and half were from midmarket companies.
We heard from people in 18 countries, and in 15 industries, such as retail,
engineering and construction, banking, and telecommunications. They reported
working in six lines of business, including supply chain management, IT
management, HR management, and the C-level.


IT, CYBERSECURITY, AND MARKETING EMBRACE AI

AI use among these customers is higher in certain functional areas. For example,
69% of respondents use AI for IT infrastructure management, 52% for
cybersecurity alert prioritization, and 49% for marketing and sales operations.
On the other end of the scale, only 23% use it for procurement functions and
only 32% for finance functions. However, those lower percentages may change over
time; for example, our recent analysis of Five Ways that AI is Changing Finance
shows tremendous growth opportunities in some areas, such as accounting, data
management, and analysis.



AI use among these customers is higher in certain functional areas, but
especially in IT, cybersecurity, and marketing and sales.



Because we surveyed only SAP customers, our results naturally showed a high
number of customers—69%—are using SAP Business AI. Respondents also reported
using other AI tools, including Microsoft Azure AI, Google Cloud AI, OpenAI, IBM
watsonx, and Amazon SageMaker; other AI tools are seeing lower use numbers.

Customers are using a wide range of tools, from commercially available tools
mentioned above to ones they’ve built from scratch. More than a third use only
commercial tools, while about 26% use only custom-made. That leaves nearly 40%
using a hybrid setup—a combination of commercial and custom-made tools.
Respondents who use custom-made tools instead of commercial tools say they do so
because they think custom-made tools are more flexible, integrate better with
their existing tools, and afford greater data accuracy and privacy. Other
reasons cited include that custom-made tools are believed to be more
cost-effective in the long run. As a result, 64% of respondents say they still
expect to use custom-made tools over the next couple years.


HOW AI IS RESHAPING FINANCE

AI is ready to exceed human capabilities in five key financial disciplines.

Read the research


AI-SAVVY INTEGRATORS ARE PREFERRED

A large number of responding firms are choosing these AI tools with the
assistance of systems integrators that allow access to them. IBM was cited by
46% of respondents worldwide as their integrator of choice, with a commanding
61% in North America saying they are working with IBM. Accenture is being used
by 34% worldwide and Deloitte by 23%. The percentages vary somewhat by region,
but these three integrators are the most popular everywhere.

 * Accenture: The Impact of Generative AI on Business
   
   Hear Accenture’s view on the impact of generative AI on the workplace in
   general and on SAP users in particular.
   
   Watch the video
 * Deloitte: Supporting Individuals in Creating Content with AI
   
   How will gen AI transform work for individuals in the organization and help
   them create new data?
   
   Watch the video
 * IBM: Expect – and Accept – a New Level of Productivity
   
   What will be the impact on the C-suite and how will companies measure the ROI
   of AI investments?
   
   Watch the video

AI tools were most often purchased through SAP or SAP partners—again, not
surprising given that our survey included only SAP customers. For example, 28%
of customers expressed a preference for working with function-specific AI
specialist VARs that have line-of-business expertise, followed by
industry-specific AI specialists—especially in the Americas. “General” VARs were
the least preferred at only 14%.


MOVE TO THE CLOUD, AND MOVE TO AI

Our survey showed a strong correlation between cloud migration and AI adoption.
To the question, “To what extent has cloud migration been linked to implementing
business AI tools and solutions in your functional area/organization?”, 97% of
large business customers and 86% of midmarket customers reported either a strong
or moderate correlation.


THE FUTURE OF CUSTOMER EXPERIENCE

5 essential trends of customer experience egged on by advances in technology.

Dive in

Big increases in expenditures for AI are expected, too. More than half—52%—said
they will increase AI expenditures by 25% to 50% over the next two years, and
14% will increase their budgets by 50% to 75%. More cautious
organizations—29%—said they’ll increase spending by less than 25%. Only a small
sliver—4%—said they’ll up the ante by 75% to 100%. Those numbers should be seen
in light of relatively low spending on AI over the previous two years; companies
are definitely ramping up from those low levels.







Most companies anticipate increases in AI expenditures over the next two years.




SURVEY SAYS AI IS EXERTING INFLUENCE

If it weren’t already obvious, AI is top-of-mind among business leaders—whatever
the business, region, or line of business. Nobody wants to get left behind,
hence some of the more dramatic results from this survey. Most are already
working under strong mandates to incorporate AI into their business in some way,
and are turning to partner organizations that can demonstrate AI proficiency.

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