WorkThe story, in brief
The AI paradox in Europe’s consumer industries: More spending, elusive impact
European companies are spending billions on AI. The problem? They can't measure what it's actually doing.
The KeyNews take
Why it matters
A critical gap between AI investment and ROI realization in Europe's consumer sector signals a broader organizational capability problem that will reshape how enterprises approach AI deployment and governance.
The key facts
4 to knowEuropean consumer industry executives increasing AI spending broadly
Inability to convert AI investment into measurable business results
McKinsey analysis of AI adoption paradox in Europe
Suggests organizational/implementation challenges beyond technology itself
Go to the source
McKinsey Insightsmckinsey.com
Publisher excerpt: Leading European executives are investing more broadly in AI than ever—yet they struggle to convert that investment into measurable results.