95% of AI Pilots Failed to Show ROI

You heard that right. It is reported that 95% of AI pilots failed to show measurable ROI.

In a recent article by Asif Ali for Backlinko.com (January 13, 2026), Ali explains Marketing department challenges with AI adoption. He also references a 2025 report published by MIT. To understand this better, it is important to understand the environments of those surveyed. Marketing departments surveyed indicated they used “1 or 2” AI products. Most of the respondents indicated that they used an LLM for content creation and a chatbot. No teams surveyed used more than 4 AI products. For an ROI to be realized, there needs to be a much more comprehensive application of AI for key lead generation and sales funnel management processes.

Problems that undermined ROI for AI pilots:
-         No clear use cases
-         Inadequate training
-         No structured roll-out
-         Inability to automate to complex workflows

What was the biggest issue? Change management. Team members were fearful that AI would eliminate jobs.

Is a measurable ROI possible for Marketing teams that adopt AI? Of course.

Marketing teams need to partner with experienced vendors or professional services teams that specialize in AI. They need to have a clear understanding of how AI can improve lead generation and revenue funnel management workflows, and set realistic goals for ROI. These pitfalls are all avoidable, and there is a compelling ROI when approached the correct way.