Turning ambition into reality: SAP on unlocking the AI opportunity
European software giant shares data strategies, guidance for leaders and ideas on how to get ahead in the GenAI age.
Almost every company is saying the same thing right now: "We want to use AI to drive growth."
But how many are actually turning their words into success? Nowhere near as many as you would imagine...
Recent research from the European software giant SAP found that UK enterprises can clearly see the opportunity ahead, with 92% reporting that the adoption of standard AI applications would be a priority in the next 12 months and 91% saying they were actively exploring emerging technologies including GenAI.
Despite what SAP calls "enthusiasm" for the latest AI tools, challenges persist. Legacy technology systems impede 27% of organisations from scaling AI implementations, while 34% struggle to recruit staff with AI expertise.
Additionally, one-third of companies report insufficient datasets for AI model training, highlighting the need for robust data strategies.
So how should leaders steer their organisations through the murky waters ahead? What can government do to light the way and what are the common barriers to AI adoption?
We spoke to Wesley Doyle, Head of Corporate at SAP UKI, to find out.
What are leaders getting wrong about AI?
"The speed at which AI applications emerge is a sign of the window of opportunity here - but it can be disorienting for high-growth leaders. It can be difficult to know how or when to invest, and what to implement for maximum business impact. When there’s hype, it can be all too easy to jump into AI without creating the conditions for success first.
"AI requires the right data context and management to produce effective results. But too many leaders rush into deployments without getting their data in order. This causes a web of issues like mass hallucinations (AI providing misleading information) as well as biases or debased claims. It’s little surprise that against this backdrop, almost 80% of GenAI projects encounter setbacks or outright fail. This damages confidence in technology’s ability to deliver against business objectives, and support long-term growth."
What can businesses do to realise their AI ambitions and drive genuine growth?
"The attraction of AI-driven transformation for high-growth organisations is how it unlocks productivity and innovation. But this only comes to pass when these businesses have their data in order. There’s a lot of hype surrounding AI applications, and when it’s trained with incomplete or unstructured data, or has no business context or knowledge, it’s easy to see how project failures or underwhelming implementations arise.
“With market share, growth and innovation on the line, high-growth organisations need to approach AI with a strong data core. They will need to bring together disparate data sources to create a single source of truth for all decision making and outputs.
"To avoid hallucinations or instances of bias, and keep their organisation running efficiently, they will need to understand how data is generated, where it typically resides, when it was created and who it relates to, so AI models can produce reliable and valuable outputs. This is how they can avoid unnecessary missteps and ensure they get maximum return on investment.”
Can AI help to fix the talent shortage?
"AI isn’t about replacing people, it’s about making their jobs easier and more impactful. Right now, a lot of skilled workers are stuck doing repetitive, time-consuming tasks that AI can handle in seconds.
"In finance, for example, AI can take care of routine reporting, so teams can focus on strategy and decision-making. In customer service, AI-powered chatbots can handle simple queries, freeing up human agents to tackle more complex customer needs. In smaller teams, these time and cost savings are extremely valuable.
"The bigger opportunity, though, is in upskilling. Our research shows that 90% of high-growth businesses see AI as a key tool for training and development, and it’s easy to see why. AI-driven learning platforms can personalise training based on what employees actually need to know - helping them stay ahead in industries like manufacturing, logistics, and financial services, where digital skills are increasingly critical.
“For fast-growing UK companies, AI is an opportunity to build stronger, smarter teams without constantly scrambling for external talent. The companies that invest in AI-driven training now will be the ones with the most adaptable, future-ready workforces down the line.”
What advice would you give to business leaders at high-growth organisations making their first AI investments?
“The government recently laid out its AI Opportunities Action Plan outlining the UK’s ambitions for the technology and how it will impact economic growth. The plans included huge investments in infrastructure to help the UK adopt and innovate with the technology.
"It has been an exciting 18 months for AI developments but high-growth organisations can’t dive into AI just because it’s the hot topic. Business leaders must start with a real business problem. Whether it’s speeding up customer service with AI chatbots, using predictive analytics to smooth out supply chain issues, or automating financial tasks to free up time, the biggest wins come when AI is solving a specific pain point.
“Data is everything. If your data is messy or siloed, AI won’t deliver the insights you need. Before rolling out AI tools, make sure data is clean, structured, and accessible. That all being said, AI isn’t just for big corporations anymore. Scalable, cloud-based solutions mean even fast-growing businesses can get in the game without massive upfront costs. The smartest approach? Start small, see what works, and build from there.”
What are the most important takeaways for UK scale-ups about the potential value of AI?
“Our research shows that 92% of high-growth businesses are prioritising AI because it helps them scale faster, make smarter decisions, and stay competitive in a challenging economic landscape.
“AI can also help to level the playing field across different regions in the UK. Businesses outside London, from manufacturing firms in the North to fintech startups in Manchester, can now access the same AI-driven insights as larger corporations. With the right strategy, AI adoption can help scale-ups compete on a national and global level.
“Most importantly, AI adoption is shifting from hype to practical impact. High-growth businesses that invest in AI for supply chain resilience, talent development, and operational efficiency today will be the ones driving UK economic growth tomorrow.”
SAP's survey found 15% of UK scale-ups said supply chain challenges are a growth barrier. How can AI help?
"The UK’s supply chains are in a state of continuous disruption. High-growth businesses are facing mounting issues, from soaring costs and extended shipping delays to global trade bottlenecks, all of which impact customer trust and limit growth potential.
"To address these issues, high-growth leaders can increasingly use AI to build more adaptable, data-driven supply chains. Its ability to analyse vast amounts of data, predict disruptions, and optimise operations in real time makes it indispensable for delivering long-term growth.
"For any business managing imports and exports, it can provide a clear, continuous view of shipments, inventory levels, and production schedules. This means leaders can anticipate potential issues, manage costs associated with labour and storage, and ensure they have the right inventory in the right places.
"In turn, this means that they can avoid costly growth mistakes, like over- or under-stocking. By using AI to accurately forecast demand with real-time market and consumer data, leaders can maintain optimal inventory levels, reducing waste and cutting costs.
"It’s also important to note AI’s impact on optimising supplier and transportation networks, and risk mitigation. High-growth businesses need to be able to make proactive adjustments to avoid delays or disruptions, and maintain a smoother flow of goods even when external conditions are volatile.
"With embedded AI, leaders can enjoy detailed, end-to-end monitoring from production through to final delivery, exposing weak points in the journey and providing an opportunity to squash issues before they escalate. This means that goods are more likely to reach customers on time and as expected."
What advice do you have for leaders?
"AI needs to be embedded into existing processes and applications to generate the most relevant and impactful business insights so leaders can make smarter, more informed decisions, leave behind routine or administrative tasks, and minimise human intervention and effort. Joule - our AI copilot - was built for this specific purpose and crosses the boundaries of various business functions, like supply chain or HR, and solves multifaceted challenges in a way that other autonomous agents simply cannot match.
"Its ability to connect across applications means that it can influence entire workflows and deliver new business value. High-growth leaders can have a wealth of data and insight at their fingertips, with a copilot that allows their teams to execute tasks more efficiently, be more productive, solve client challenges faster and build new services."
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