Thoughtworks, a global technology consultancy specializing in design, engineering, and AI-driven digital innovation, has released new research indicating a major pivot in corporate AI strategies. According to the study, 77% of business leaders worldwide have shifted their AI focus from cost savings to driving growth and innovation, with the figure reaching 92% among large enterprises.
The research, conducted with 3,500 IT decision-makers, C-suite executives, and 3,500 consumers across the United States, United Kingdom, Germany, India, Brazil, Singapore, and Australia, highlights AI's evolution from a back-office efficiency tool to a core driver of top-line revenue growth. Executives in emerging markets like India and Brazil express the highest expectations, with 49.2% in each anticipating over 15% revenue uplift from AI within five years, compared to more cautious views in Germany (28.8%) and Australia (20%).
"This marks a structural shift in how organizations plan for growth," said Rachel Laycock, chief technology officer at Thoughtworks. "Leaders are no longer asking how efficient they can become. They are asking how expansive they can be. The organizations moving fastest are integrating AI into the core of how they operate."
India and Brazil lead in AI optimism and transformation, with high confidence levels (78% and 76% believing they are ahead of peers) and strong job creation through human-AI collaboration (57% and 50%). In contrast, the United States reports the fewest AI initiative failures (28% never failed) but lags in organizational change, competitive pressure, and job growth (36%).
Agentic AI emerges as a key differentiator, prioritized by 48.6% in India and 40.8% in Singapore, while the United States and Brazil trail at 28%. The rise of the Chief AI Officer role, now in over half of companies globally, underscores strategic commitment, with 72% of these roles holding budget and ROI accountability.
"The CAIO role is no longer experimental," said Shayan Mohanty, Chief AI Officer at Thoughtworks. "It sits at the center of strategy. The companies that are separating from the pack are the ones that make AI part of their foundation rather than a side project."
Consumer skepticism persists, with 21% globally expecting no AI impact in the next five years, rising to 38% in the United Kingdom and 32% in the United States. However, 72% report positive AI experiences, including skill development and new income streams.
On talent, 84% of leaders view AI as augmenting rather than replacing jobs, with 22% creating entirely new AI-driven career paths. The findings emphasize that experimentation and learning from failures accelerate AI advantages in digital innovation.
Thoughtworks' study signals that AI is reshaping business priorities, rewarding bold integration with growth while highlighting regional disparities in adoption pace and expectations.
About Thoughtworks
Thoughtworks is a global technology consultancy that integrates design, engineering and AI to drive digital innovation. We are over 10,000 Thoughtworkers strong across 47 offices in 18 countries. For 30+ years, we've delivered extraordinary impact together with our clients by helping them solve complex business problems with technology as the differentiator.
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