Fidelity: 2025 isn’t the year of AI yet

At the moment AI is more of a buzzword than a real profit driver, but the technology could improve the financial results of companies this year, according to the Fidelity Analyst Survey.

This article is available for reading in Trade magazin 2025/5.

AI is most likely to bring benefits in customer service and back-office automation, for instance by making call centres more efficient. In FMCG retail AI is mainly used to optimise pricing and promotions, but its efficiency gains aren’t yet clear. //