How do top companies actually measure whether their AI investments are working?

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77% of AI decision-makers now run agentic AI in production, yet most organizations still measure success by deployment activity rather than customer outcomes – and that gap is where AI budgets quietly drain. Forrester's research shows that high-performing adopters share a consistent discipline: they anchor every AI initiative to a specific customer value before selecting a model or building a workflow. If your AI portfolio is justified primarily by productivity gains, you are optimizing the wrong metric and setting yourself up to defend costs you cannot connect to revenue or retention.

Forrester Finds 77% Run Agentic AI But Few Tie It To Customer Outcomes

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