{"id":29046,"date":"2026-11-04T16:08:50","date_gmt":"2026-11-04T16:08:50","guid":{"rendered":"https:\/\/www.dandicom.it\/non-categorizzato\/roi-from-artificial-intelligence-why-many-companies-do-not-see-immediate-returns\/"},"modified":"2026-11-05T15:31:56","modified_gmt":"2026-11-05T15:31:56","slug":"roi-from-artificial-intelligence-why-many-companies-do-not-see-immediate-returns","status":"publish","type":"post","link":"https:\/\/www.dandicom.it\/en\/news-en\/roi-from-artificial-intelligence-why-many-companies-do-not-see-immediate-returns\/","title":{"rendered":"ROI from artificial intelligence: why many companies do not see immediate returns"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"29046\" class=\"elementor elementor-29046 elementor-29027\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0c73593 elementor-section-boxed elementor-section-height-default elementor-section-height-default sc_fly_static\" data-id=\"0c73593\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-37208af sc_content_align_inherit sc_layouts_column_icons_position_left sc_fly_static\" data-id=\"37208af\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6265ba6 elementor-toc--minimized-on-tablet sc_fly_static elementor-widget elementor-widget-table-of-contents\" data-id=\"6265ba6\" data-element_type=\"widget\" data-settings=\"{&quot;headings_by_tags&quot;:[&quot;h2&quot;],&quot;exclude_headings_by_selector&quot;:[],&quot;no_headings_message&quot;:&quot;No headings were found on this page.&quot;,&quot;marker_view&quot;:&quot;numbers&quot;,&quot;minimize_box&quot;:&quot;yes&quot;,&quot;minimized_on&quot;:&quot;tablet&quot;,&quot;hierarchical_view&quot;:&quot;yes&quot;,&quot;min_height&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"table-of-contents.default\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__header\">\n\t\t\t\t\t\t<h2 class=\"elementor-toc__header-title\">\n\t\t\t\tTable of contents\t\t\t<\/h2>\n\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--expand\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__6265ba6\" aria-expanded=\"true\" aria-label=\"Open table of contents\"><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-chevron-down\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M207.029 381.476L12.686 187.132c-9.373-9.373-9.373-24.569 0-33.941l22.667-22.667c9.357-9.357 24.522-9.375 33.901-.04L224 284.505l154.745-154.021c9.379-9.335 24.544-9.317 33.901.04l22.667 22.667c9.373 9.373 9.373 24.569 0 33.941L240.971 381.476c-9.373 9.372-24.569 9.372-33.942 0z\"><\/path><\/svg><\/div>\n\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--collapse\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__6265ba6\" aria-expanded=\"true\" aria-label=\"Close table of contents\"><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-chevron-up\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M240.971 130.524l194.343 194.343c9.373 9.373 9.373 24.569 0 33.941l-22.667 22.667c-9.357 9.357-24.522 9.375-33.901.04L224 227.495 69.255 381.516c-9.379 9.335-24.544 9.317-33.901-.04l-22.667-22.667c-9.373-9.373-9.373-24.569 0-33.941L207.03 130.525c9.372-9.373 24.568-9.373 33.941-.001z\"><\/path><\/svg><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<div id=\"elementor-toc__6265ba6\" class=\"elementor-toc__body\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<svg class=\"elementor-toc__spinner eicon-animation-spin e-font-icon-svg e-eicon-loading\" aria-hidden=\"true\" viewBox=\"0 0 1000 1000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M500 975V858C696 858 858 696 858 500S696 142 500 142 142 304 142 500H25C25 237 238 25 500 25S975 237 975 500 763 975 500 975Z\"><\/path><\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b895df1 elementor-section-boxed elementor-section-height-default elementor-section-height-default sc_fly_static\" data-id=\"b895df1\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-275cdd3 sc_content_align_inherit sc_layouts_column_icons_position_left sc_fly_static\" data-id=\"275cdd3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4365c5b sc_fly_static elementor-widget elementor-widget-spacer\" data-id=\"4365c5b\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8c98965 elementor-section-boxed elementor-section-height-default elementor-section-height-default sc_fly_static\" data-id=\"8c98965\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-98275d9 sc_content_align_inherit sc_layouts_column_icons_position_left sc_fly_static\" data-id=\"98275d9\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-dd9cd09 elementor-section-boxed elementor-section-height-default elementor-section-height-default sc_fly_static\" data-id=\"dd9cd09\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-eb4046c sc_content_align_inherit sc_layouts_column_icons_position_left sc_fly_static\" data-id=\"eb4046c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5c61965 sc_fly_static elementor-widget elementor-widget-spacer\" data-id=\"5c61965\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c6b47a6 elementor-widget__width-initial sc_fly_static elementor-widget elementor-widget-text-editor\" data-id=\"c6b47a6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h2>Introduction<\/h2>\n<p>The return on investment (ROI) of artificial intelligence has become a pressing issue for businesses following an article published by TechCrunch on 25 October 2026, which reports on an analysis by Torsten Slok, chief economist at Apollo Global Management: outside the major tech companies, AI has not yet had a visible financial impact on margins and revenue per employee. For Italian entrepreneurs, CEOs and marketing directors, this means one simple thing: from 2026 onwards, it is no longer enough to say \u2018we\u2019re using AI\u2019; you need to understand where it actually fits into the business.<\/p>\n<p>The issue is not whether artificial intelligence is useful. It is, and in many areas it is already changing the way content, campaigns, analytics and decision-making processes are designed. The point is that it is one thing to use a tool, but quite another to turn it into value for the business.<\/p>\n<p>We often see this when talking to companies in the fashion, food, beverage, home and furnishings, and manufacturing sectors. There is enthusiasm, there is experimentation, and there is software that promises efficiency. However, when you look at the profit and loss account or the quality of sales leads, the return on investment is not always immediate.<\/p>\n<p>That is why, at Dandicom, we treat AI as a component of our strategy, not as a shortcut. Our <a href=\"https:\/\/www.dandicom.it\/en\/ai-solution\/\">AI solutions for marketing<\/a> only make sense when they work in tandem with positioning, creativity, advertising, content, data and measurement. On its own, AI produces outputs. Within a project, it can help to create value.<\/p>\n<h2>Data from TechCrunch and Apollo on the resurgence of AI<\/h2>\n<p>The TechCrunch article quotes a note from Apollo Global Management in which Torsten Slok observes that, outside the major tech companies, there is still no evidence of an improvement in profit margins and revenue per worker attributable to artificial intelligence. This refers to the so-called S&#038;P 493, i.e. the S&#038;P 500 excluding Alphabet, Amazon, Apple, Meta, Microsoft, Nvidia and Tesla.<\/p>\n<p>This article is interesting because it shifts the focus from stories about innovation to business figures. It does not discuss how many people use AI tools or how many companies have tested them, but rather productivity, revenue and profit margins. This is an important distinction, particularly for those running a business with specific commercial objectives.<\/p>\n<p>According to Slok, AI may be a powerful computing tool, but in business, intelligence is above all about judgement. Trust, corporate culture, accountability, unwritten rules, reputation and ethical decisions have just as much of an impact on results as the ability to process information. In practice, software can speed up certain tasks, but it cannot replace strategic leadership.<\/p>\n<p>This is precisely why data only becomes useful when it is interpreted. A company may have very comprehensive reports and still fail to make better decisions. This is why <a href=\"https:\/\/www.dandicom.it\/en\/services\/ai-for-data-analysis-and-insights\/\">AI-driven data analysis and insights<\/a> are effective when they help management to identify signals, priorities and scenarios, not when they simply add yet another dashboard to monitor.<\/p>\n<h2>The ROI of artificial intelligence: beyond the novelty effect<\/h2>\n<p>The first mistake is to rely on the novelty factor to drive the success of AI. It may work for a few months: content generated in a new format, a striking image, a campaign that conveys innovation. But the market\u2019s attention quickly wanes. What remains is the quality of the project.<\/p>\n<p>In corporate marketing, the ROI of artificial intelligence does not arise simply because a tool writes text faster or generates visuals more quickly. It arises when that output is consistent with the brand\u2019s positioning, speaks to the right audience and forms part of a measurable communication strategy. Without this link, AI risks producing content in large quantities, but not necessarily useful content.<\/p>\n<p>Consider a company in the furniture sector that wants to publicise the launch of a new range. AI can help explore creative options, visualise settings and speed up certain stages of production. But without a clear creative direction, the result may look good but fail to distinguish the brand.<\/p>\n<p>That is why we talk about <a href=\"https:\/\/www.dandicom.it\/en\/services\/ai-for-marketing-and-communication\/\">AI for marketing and communication<\/a> as an integrated process. It requires communication skills, knowledge of the channels, an understanding of the appropriate tone of voice, and the ability to interpret the market. Artificial intelligence expands the possibilities, but it does not decide on its own which message deserves to reach the customer.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-29032 size-large\" src=\"https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/effetto-novita-ai-1024x683.webp\" alt=\"A creative professional examines visual materials on a light table.\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/effetto-novita-ai-1024x683.webp 1024w, https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/effetto-novita-ai-300x200.webp 300w, https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/effetto-novita-ai-768x512.webp 768w, https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/effetto-novita-ai-370x247.webp 370w, https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/effetto-novita-ai-840x560.webp 840w, https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/effetto-novita-ai-410x273.webp 410w, https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/effetto-novita-ai.webp 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h2>Where AI can create value in corporate marketing<\/h2>\n<p>There are areas where AI can have a tangible impact on marketing work, particularly in companies that already operate in a complex commercial environment. It is not magic, but rather a tool to support processes that often require time, consultation and numerous variations. Here, artificial intelligence can act as a catalyst, provided it is guided by clear objectives.<\/p>\n<p>In content marketing, for example, it can help to organise ideas, tailor messages to different audiences, and make the transition between strategic and operational content smoother. In a food or beverage company, this might mean ensuring consistency between brand storytelling, seasonality, marketing campaigns and sales materials. Consistency, however, remains a human choice.<\/p>\n<p>In advertising, AI can help interpret signals, generate creative variations and manage more dynamic contexts. But a campaign does not thrive on automation alone: it thrives on positioning, the offer, creativity, the landing page, data quality and the ability to interpret what happens after the initial contact. <a href=\"https:\/\/www.dandicom.it\/en\/services\/ai-for-adv-campaigns\/\">AI initiatives for advertising campaigns<\/a> work when they remain connected to the company\u2019s entire digital ecosystem.<\/p>\n<p>Then there is the issue of visual production. AI-generated or AI-assisted photos and videos can open up interesting possibilities, particularly for concepts, visualisations and digital content. But for a fashion, home or industrial brand, the credibility of the image still matters immensely. Content that is too generic, even if technically accurate, can weaken the perception of the brand rather than strengthen it.<\/p>\n<h2>Why AI investments do not yield immediate returns<\/h2>\n<p>Many investments in AI do not pay off straight away because they are treated as a technology purchase rather than a business project. A tool is chosen, introduced into a department, and an improvement is expected. But that improvement rarely materialises unless it is first made clear which marketing, communication or sales problem one is seeking to address.<\/p>\n<p>Another reason is the gap between experimentation and measurement. A team may use AI to produce more content, but if it is not clear which content boosts brand awareness, which helps generate leads and which drives sales, the return on investment remains unclear. You work harder, but you don\u2019t always work better.<\/p>\n<p>There is also the issue of internal governance. In some companies, AI is used by different people with different approaches, without a shared vision. The result is inconsistent output: texts with varying tones, images that lack coherence, and data interpreted in a one-sided manner. For a well-structured brand, this fragmentation can become a hidden cost.<\/p>\n<p>It\u2019s a problem similar to the one we see when a company invests in digital without a plan. Channels are active, campaigns are running, content is being published, but there\u2019s little connection between the different elements. We\u2019ve also discussed this in relation to <a href=\"https:\/\/www.dandicom.it\/en\/news-en\/investing-in-digital-without-a-strategy-the-real-cost-to-your-business\/\">investing in digital without a strategy<\/a>: technology amplifies whatever it finds. If it finds confusion, it often amplifies that too.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-29030 size-large\" src=\"https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/investimenti-ai-rendono-1024x683.webp\" alt=\"A manager is examining documents and a laptop in a bright company office.\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/investimenti-ai-rendono-1024x683.webp 1024w, https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/investimenti-ai-rendono-300x200.webp 300w, https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/investimenti-ai-rendono-768x512.webp 768w, https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/investimenti-ai-rendono-370x247.webp 370w, https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/investimenti-ai-rendono-840x560.webp 840w, https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/investimenti-ai-rendono-410x273.webp 410w, https:\/\/www.dandicom.it\/wp-content\/uploads\/2026\/11\/investimenti-ai-rendono.webp 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h2>What does this mean for Italian companies?<\/h2>\n<p>For Italian companies with an already well-established structure, AI should not be seen as a race. It should be a choice driven by digital maturity. There is no need to adopt it simply because everyone is talking about it; rather, it is important to understand how it can improve the way the brand communicates, attracts attention, interprets data and supports commercial activities.<\/p>\n<p>This is even more true for businesses with a strong product identity. The Italian fashion, furniture, food, beverage and manufacturing sectors do not simply sell technical specifications: they sell reputation, taste, reliability, relationships and perceived quality. These are elements that AI can help to convey, but which it cannot invent from scratch.<\/p>\n<p>In our 22 years of working in marketing and digital communications, we have seen many innovations only become truly useful once they have been incorporated into long-term partnerships. It is there that increased brand visibility, higher-quality content and greater consistency between communications and commercial objectives are built. AI follows the same logic: it is not a one-off, but a tool to be integrated.<\/p>\n<p>The ROI of artificial intelligence, therefore, should not be sought in the promise of an immediate return, but in its ability to link technology, strategy, creativity and measurement. If you want to understand where AI might be useful for your business, we can discuss this by starting with real objectives rather than the tool of the moment, through our <a href=\"https:\/\/www.dandicom.it\/en\/services\/ai-consulting-for-businesses\/\">AI consultancy service for businesses<\/a>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2b43137 elementor-section-boxed elementor-section-height-default elementor-section-height-default sc_fly_static\" data-id=\"2b43137\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-97fa046 sc_content_align_inherit sc_layouts_column_icons_position_left sc_fly_static\" data-id=\"97fa046\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8f702c3 sc_height_huge sc_fly_static elementor-widget elementor-widget-spacer\" data-id=\"8f702c3\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0813c82 elementor-section-boxed elementor-section-height-default elementor-section-height-default sc_fly_static\" data-id=\"0813c82\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7d99f3d sc_content_align_inherit sc_layouts_column_icons_position_left sc_fly_static\" data-id=\"7d99f3d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-23d6589 sc_fly_static elementor-widget elementor-widget-heading\" data-id=\"23d6589\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">FAQ<\/h2>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-842ddb3 elementor-section-boxed elementor-section-height-default elementor-section-height-default sc_fly_static\" data-id=\"842ddb3\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0a65024 sc_content_align_inherit sc_layouts_column_icons_position_left sc_fly_static\" data-id=\"0a65024\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cbf7af8 sc_fly_static elementor-widget elementor-widget-accordion\" data-id=\"cbf7af8\" data-element_type=\"widget\" data-widget_type=\"accordion.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-accordion\">\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-2131\" class=\"elementor-tab-title\" data-tab=\"1\" role=\"button\" aria-controls=\"elementor-tab-content-2131\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><svg class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><svg class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">How do you calculate the ROI of an investment?<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-2131\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"1\" role=\"region\" aria-labelledby=\"elementor-tab-title-2131\"><p>ROI compares the return generated by an investment with the cost incurred in making it. In the case of AI, however, the assessment should not be limited to time savings: data quality, the impact on processes, communication and the contribution to business objectives are also important.<\/p>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-2132\" class=\"elementor-tab-title\" data-tab=\"2\" role=\"button\" aria-controls=\"elementor-tab-content-2132\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><svg class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><svg class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">How can I go about using artificial intelligence?<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-2132\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"2\" role=\"region\" aria-labelledby=\"elementor-tab-title-2132\"><p>For a business, using artificial intelligence means first understanding where it can create real value: marketing, content, data, advertising, automation or decision support. The choice of tools comes later, because without a clear direction, AI risks remaining a one-off experiment.<\/p>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-2133\" class=\"elementor-tab-title\" data-tab=\"3\" role=\"button\" aria-controls=\"elementor-tab-content-2133\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><svg class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><svg class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">What are ROI and ROE?<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-2133\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"3\" role=\"region\" aria-labelledby=\"elementor-tab-title-2133\"><p>ROI measures the return on an investment relative to the capital employed. ROE, on the other hand, measures the profitability of a company\u2019s equity. These are different indicators: the former looks at the quality of an investment, whilst the latter looks at the company\u2019s ability to generate a return on its own capital.<\/p>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-2134\" class=\"elementor-tab-title\" data-tab=\"4\" role=\"button\" aria-controls=\"elementor-tab-content-2134\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><svg class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><svg class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">What will artificial intelligence be like in 10 years\u2019 time?<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-2134\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"4\" role=\"region\" aria-labelledby=\"elementor-tab-title-2134\"><p>It is likely that AI will become more integrated into business processes, be seen less as a separate tool, and play a greater role in day-to-day activities. For businesses, the ability to manage it effectively \u2013 using expertise, reliable data and a clear understanding of their market \u2013 will make all the difference.<\/p>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<script type=\"application\/ld+json\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@type\":\"FAQPage\",\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"How do you calculate the ROI of an investment?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"<p>ROI compares the return generated by an investment with the cost incurred in making it. 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The key is not simply to adopt the latest tools, but to integrate them into marketing and communication projects with clear objectives.<\/p>\n","protected":false},"author":3,"featured_media":29029,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[215],"tags":[],"class_list":["post-29046","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.2 (Yoast SEO v26.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>ROI from artificial intelligence: what this means for businesses<\/title>\n<meta name=\"description\" content=\"ROI from artificial intelligence: many companies do not see immediate returns. 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