This page shares real-world examples of how organisations are adopting AI in ways that transform how they work, deliver value, and drive innovation.
Each example is selected using a simple typology that distinguishes between different types of AI adoption.
ā Learn more about the typology and how Enterprise AI is defined.
Iām interested in how AI becomes part of how teams work, how products are delivered, or how strategy is executed. These are the kinds of examples that move beyond experimentation and into transformation.
Explore the Examples
Klarna
Adoption Type(s): Transformative AI, Departmental Use
Function: Customer Support
Industry: Fintech
Klarna automated its customer service function with generative AI, replacing 700 roles. This AI-first strategy cut costs but led to customer dissatisfaction and a partial reversal.
PwC
Adoption Type(s): Transformative AI, Enterprise-wide AI
Function: Audit, Tax, Consulting, Back Office
Industry: Professional Services
PwC invested $1 billion in generative AI and deployed tools like ChatPwC across the firm. AI now supports internal workflows and client-facing delivery across multiple lines of service. The firm also announced significant layoffs, reflecting a long-term shift in how it defines delivery capacity and operational efficiency.
Duolingo
Adoption Type(s): Transformative AI, Departmental Use
Function: Content Production
Industry: EdTech
Duolingo launched 148 new language courses in a single day, with 80% created using generative AI. The shift replaced manual content creation with an AI-first pipeline ā radically increasing output and reducing reliance on contractors. The move sparked public backlash over the role of AI in creative work.