The “era of AI roulette” is over – companies are using artificial intelligence more purposefully, but our region is still lagging behind

More conscious use of AI

The question often arises whether the hype related to artificial intelligence is based on real results and tangible future goals, or is it actually just a bubble. According to the KPMG survey, the majority of companies internationally are past the period when they turned to AI solutions only because the trend dictated it. They are now using AI tools that are more focused and better tailored to the challenges, roles and tasks at hand, and the impact is also visible in productivity metrics.

According to the technology leaders surveyed by KPMG, the average technology return on investment is 200% within a year, including revenue growth, cost savings and efficiency gains, but the spectrum of these is extremely broad and shaped by many factors. Higher levels of investment alone do not guarantee better results; they are determined more by a combination of preparedness, governance, agility and disciplined execution.

“The trend that large international companies are using the technology more and more maturely is encouraging, however, according to another study we conducted on countries in our region, the situation in our country is not yet so positive. In Hungary, only half as many people (19%) as the world average (39%) have participated in artificial intelligence-related training, which is the lowest result in the region. This can also be considered a strategic barometer, as in the long term this difference can cause serious skills gaps, to which companies should respond as soon as possible,” said Tamás Kórász, co-head of KPMG’s consulting business.

The KPMG study divides AI investments into three zones, entering new zones as experience continues to grow:

the initial zone, where technological innovations should aim for “quick wins” – then the return on investment is more favorable;

transition zone, where integration efforts increase and technological and process deficiencies arise – in this case, the return on investment slows down; mature zone, where value creation opportunities become clearer and clearer – then the return on investment increases again.

In the case of the best-performing companies that fall into the mature zone, the return on investment can reach up to 450%, which is more than double the industry average. Those surveyed by KPMG have gone beyond pilot programs, prioritize scaling innovation, and are constantly adapting to a rapidly changing environment. Although only 11% of them have currently reached the highest level of technological maturity, 50% of those surveyed are confident that this will be achieved in their organization by the end of 2026.

According to Tamás Kórász, those companies that are willing to go through the full development curve can now realize measurable business value, even reaching multiples of the investment. Artificial intelligence is not a balloon, but a tool: it provides a competitive advantage to those who are able to think systematically in the long term, take some risks and do not stop experimenting.

Another important factor in technology: people

Most business leaders and professionals are committed to incorporating more and more agentic AI tools, i.e. AI agents, into their daily operations. 88% of respondents are already investing in integrating such solutions into their systems, and 92% believe that managing AI agents will become a key skill in the next five years. However, it is not all about who manages this technology.

Agentic AI is only expected to be successful if it is built on the right foundations. One element of this is defining what tasks AI agents perform and what role humans play in their operations. Thus, human expertise continues to play a key role in digital transformation. Organizations are investing heavily in training employees, building adaptable teams, and creating a culture that supports change and innovation.

KPMG’s survey shows that AI is not primarily taking away people’s jobs, but is significantly transforming the skills needed to do so. 57% of organizations that are best at adapting to AI plan to use onshore technology