The AI paradox in Europe’s consumer industries: More spending, elusive impact
European consumer companies are investing heavily in AI, but many aren’t seeing measurable business impact. McKinsey’s core point is that spend doesn’t convert to value without operating-model change: clear use-case ownership, workflow redesign, and rigorous “did this move a KPI?” measurement. Good for leaders trying to avoid “AI theater” and force ROI discipline.
Read on McKinsey ->