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Insights

Beyond hype: AI benefits taking shape

Tiffany Wade
Tiffany Wade
Senior Portfolio Manager
David Goodman
David Goodman
Senior Equity Research Analyst

Our recent research-driven investment trip reinforced how AI is delivering real efficiency and productivity gains — but outcomes are uneven. The strongest operators are winning not with model access, but on implementation: data quality, workflow design, and the judgment to know when to trust an output and when to reject it. That unevenness makes selectivity key for investors.

In early summer a group of our analysts and portfolio managers spent several days in San Francisco as part of our ongoing research into artificial intelligence (AI) and its impact on investment opportunities. The trip reinforced a simple point: AI is now producing real – but highly uneven – business outcomes.

We met several companies across software, healthcare, industrial and consumer sectors with a consistent message emerging. The experimental phase is giving way to measurable productivity gains in selected workflows, yet broad-based transformation remains slower, more difficult and more company-specific than market enthusiasm suggests. For investors, this distinction matters and the next phase of AI adoption is likely to reinforce the benefits of selectivity over broad based exposure.

AI driving operational efficiency

The clearest gains from AI deployment are arising where tasks are repetitive, data-rich and easy to evaluate. At one consumer platform we met, an AI-enabled support tool is already resolving around 40% of customer queries without human involvement. The implications for servicing costs are obvious. In life sciences, generative AI tools for designing molecules are expanding the number of drugs viable for early-stage research, increasing the odds of successful development over time. Elsewhere, AI is helping non-software specialists build simple internal tools themselves, compressing tasks that previously required external vendors or specialist teams. These are not abstract possibilities – they are operational improvements with clear economic potential.

Key takeaway:

  • The next wave of AI winners we believe will be companies applying tools to discrete, measurable workflows where productivity gains can be proven, sustained and scaled.

AI coding gains traction

Software development is an area where we see rapid progress. Several management teams described a sharp inflection in developer productivity over the past year as coding tools improved and adoption broadened. In some cases, a meaningful portion of new code is now being written autonomously or generated with heavy AI assistance. One company explained how ~10% of production code is written by AI while another highlighted that around 75% of new code was AI produced – an increase from 50% 12 months previously. Corporate functions are moving more slowly, but the direction of travel is the same. Finance automation was also a recurring theme: routine reporting and weekly performance summaries that once took days can now be completed in hours. The savings are still narrow in scope, but the signals are increasingly credible.

Key takeaway:

  • Evidence suggests AI can drive meaningful productivity gains in coding and back-office functions. Companies that can scale and execute are well positioned to translate automation into improved margins.

AI benefits – from theory to reality

Almost no company claimed to have a fully mature framework for measuring AI returns. That remains a work in progress. But the discussion has moved on from whether the investment is justified in principle. A year ago, many projects were funded on conviction alone. Today, management teams are seeing enough evidence to believe returns are positive, even if they cannot yet quantify them precisely. The framing has evolved from “we believe this will work” to “we know it works – we just don’t know how much yet.”

That is an important shift. AI is no longer a pure leap of faith. Equally, it is not a universal profit lever. The payoff depends on where it is deployed, how well it is integrated and whether the organization can adapt around it.

That leads to a more important conclusion for investors. Competitive advantage is likely to depend less on access to models and more on implementation capability. The strongest operators were not fixated solely on model performance. They were focused on data quality, workflow design, evaluation metrics and human oversight. In research-heavy industries, this point was especially clear: asking better questions, setting the right success criteria and knowing when to reject an output are becoming core skills. AI changes the role of expertise, but it does not remove it. In many cases, it makes judgment more valuable, not less.

Key takeaway:

  • There is increasing visibility into returns from AI investment, but the benefits are not universal. Early movers that successfully execute and integrate AI are likely to have an advantage.

SaaS’s structural disruption

The trip also highlighted that AI spending is forcing tougher choices elsewhere. Companies are funding this investment through slower hiring, tighter cost control and closer scrutiny of software budgets. That is particularly relevant in enterprise software. The distinction many management teams made was between systems that hold critical data and point solutions that sit around them. Platforms that act as a source of truth appear relatively well protected because the data resides there. Narrower applications face a more uncertain future, especially where similar outcomes can be achieved through broader AI-enabled workflows layered on top of core systems. This raises the prospect of growing pressure on pricing, product breadth and customer retention across parts of the software stack.

Key takeaway:

  • Platforms with embedded data are better positioned amid an AI-driven reset for software providers. Point solutions appear more vulnerable.

Cost considerations drive model choices

Another useful insight was the degree of pragmatism around model selection. Leading providers retain clear advantages, but enterprises are not simply defaulting to the most prominent names. They are comparing models on cost, speed and task-specific performance, and are willing to choose lower-cost alternatives where the quality gap is small. One company chose a lesser-known model for review synthesis as the quality differences did not justify the premium. That matters because it suggests the market may not settle around a single dominant pricing structure. Instead, value may accrue across a broader set of providers and tools, depending on the economics of the use case. For investors, that makes the landscape more nuanced than a simple scale-wins narrative.

Key takeaway:

  • Demand is shifting toward best-fit AI models, as users prioritize utility and cost over frontier capabilities. A broadening field of AI providers reinforces the importance of stock selection.

The bottom line

Our trip and dialogue with companies highlighted how AI is becoming economically meaningful. Its benefits, however, are proving narrower, more operational and company-specific than the broader narrative suggests. While some firms will be constrained by data quality, weak workflows, tighter budgets and limited organizational readiness, the winners will be those with the data, discipline and execution capability to turn adoption into durable returns. Against this backdrop, we see opportunities for selective investment.

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Important information

For use by professional clients and/or equivalent investor types in your jurisdiction (not to be used with or passed on to retail clients). For marketing purposes.

This document is intended for informational purposes only and should not be considered representative of any particular investment. This should not be considered an offer or solicitation to buy or sell any securities or other financial instruments, or to provide investment advice or services. Investing involves risk including the risk of loss of principal. Your capital is at risk.  Market risk may affect a single issuer, sector of the economy, industry or the market as a whole. The value of investments is not guaranteed, and therefore an investor may not get back the amount invested. International investing involves certain risks and volatility due to potential political, economic or currency fluctuations and different financial and accounting standards. The securities included herein are for illustrative purposes only, subject to change and should not be construed as a recommendation to buy or sell. Securities discussed may or may not prove profitable. The views expressed are as of the date given, may change as market or other conditions change and may differ from views expressed by other Columbia Threadneedle Investments (Columbia Threadneedle) associates or affiliates. Actual investments or investment decisions made by Columbia Threadneedle and its affiliates, whether for its own account or on behalf of clients, may not necessarily reflect the views expressed. This information is not intended to provide investment advice and does not take into consideration individual investor circumstances. Investment decisions should always be made based on an investor’s specific financial needs, objectives, goals, time horizon and risk tolerance. Asset classes described may not be suitable for all investors. Past performance does not guarantee future results, and no forecast should be considered a guarantee either. Information and opinions provided by third parties have been obtained from sources believed to be reliable, but accuracy and completeness cannot be guaranteed. This document and its contents have not been reviewed by any regulatory authority.

In Australia: Issued by Threadneedle Investments Singapore (Pte.) Limited [“TIS”], ARBN 600 027 414.  TIS is exempt from the requirement to hold an Australian financial services licence under the Corporations Act 2001 (Cth) and relies on Class Order 03/1102 in respect of the financial services it provides to wholesale clients in Australia. This document should only be distributed in Australia to “wholesale clients” as defined in Section 761G of the Corporations Act.  TIS is regulated in Singapore (Registration number: 201101559W) by the Monetary Authority of Singapore under the Securities and Futures Act (Chapter 289), which differ from Australian laws.

In Singapore: Issued by Threadneedle Investments Singapore (Pte.) Limited, 3 Killiney Road, #07-07, Winsland House 1, Singapore 239519, which is regulated in Singapore by the Monetary Authority of Singapore under the Securities and Futures Act (Chapter 289). Registration number: 201101559W. This advertisement has not been reviewed by the Monetary Authority of Singapore.

In Hong Kong: Issued by Threadneedle Portfolio Services Hong Kong Limited 天利投資管理香港有限公司. Unit 3004, Two Exchange Square, 8 Connaught Place, Hong Kong, which is licensed by the Securities and Futures Commission (“SFC”) to conduct Type 1 regulated activities (CE:AQA779). Registered in Hong Kong under the Companies Ordinance (Chapter 622), No. 1173058.

In Japan: Issued by Columbia Threadneedle Investments Japan Co., Ltd. Financial Instruments Business Operator, The Director-General of Kanto Local Finance Bureau (FIBO) No.3281, and a member of Investment Management Association of Japan and Type II Financial Instruments Firms Association.

In the UK: Issued by Threadneedle Asset Management Limited, No. 573204 and/or Columbia Threadneedle Management Limited, No. 517895, both registered in England and Wales and authorised and regulated in the UK by the Financial Conduct Authority.

In the EEA: Issued by Threadneedle Management Luxembourg S.A., registered with the Registre de Commerce et des Sociétés (Luxembourg), No. B 110242 and/or Columbia Threadneedle Netherlands B.V., regulated by the Dutch Authority for the Financial Markets (AFM), registered No. 08068841.

In Switzerland: Issued by Threadneedle Portfolio Services AG, Registered address: Claridenstrasse 41, 8002 Zurich, Switzerland.

In the Middle East: This document is distributed by Columbia Threadneedle Investments (ME) Limited, which is regulated by the Dubai Financial Services Authority (DFSA).  For Distributors: This document is intended to provide distributors with information about Group products and services and is not for further distribution. For Institutional Clients: The information in this document is not intended as financial advice and is only intended for persons with appropriate investment knowledge and who meet the regulatory criteria to be classified as a Professional Client or Market Counterparties and no other Person should act upon it.

This document may be made available to you by an affiliated company which is part of the Columbia Threadneedle Investments group of companies: Columbia Threadneedle Management Limited in the UK; Columbia Threadneedle Netherlands B.V., regulated by the Dutch Authority for the Financial Markets (AFM), registered No. 08068841.

Columbia Threadneedle Investments is the global brand name of the Columbia and Threadneedle group of companies. © 2026 Columbia Threadneedle. All rights reserved.

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Important information

For use by professional clients and/or equivalent investor types in your jurisdiction (not to be used with or passed on to retail clients). For marketing purposes.

This document is intended for informational purposes only and should not be considered representative of any particular investment. This should not be considered an offer or solicitation to buy or sell any securities or other financial instruments, or to provide investment advice or services. Investing involves risk including the risk of loss of principal. Your capital is at risk.  Market risk may affect a single issuer, sector of the economy, industry or the market as a whole. The value of investments is not guaranteed, and therefore an investor may not get back the amount invested. International investing involves certain risks and volatility due to potential political, economic or currency fluctuations and different financial and accounting standards. The securities included herein are for illustrative purposes only, subject to change and should not be construed as a recommendation to buy or sell. Securities discussed may or may not prove profitable. The views expressed are as of the date given, may change as market or other conditions change and may differ from views expressed by other Columbia Threadneedle Investments (Columbia Threadneedle) associates or affiliates. Actual investments or investment decisions made by Columbia Threadneedle and its affiliates, whether for its own account or on behalf of clients, may not necessarily reflect the views expressed. This information is not intended to provide investment advice and does not take into consideration individual investor circumstances. Investment decisions should always be made based on an investor’s specific financial needs, objectives, goals, time horizon and risk tolerance. Asset classes described may not be suitable for all investors. Past performance does not guarantee future results, and no forecast should be considered a guarantee either. Information and opinions provided by third parties have been obtained from sources believed to be reliable, but accuracy and completeness cannot be guaranteed. This document and its contents have not been reviewed by any regulatory authority.

In Australia: Issued by Threadneedle Investments Singapore (Pte.) Limited [“TIS”], ARBN 600 027 414.  TIS is exempt from the requirement to hold an Australian financial services licence under the Corporations Act 2001 (Cth) and relies on Class Order 03/1102 in respect of the financial services it provides to wholesale clients in Australia. This document should only be distributed in Australia to “wholesale clients” as defined in Section 761G of the Corporations Act.  TIS is regulated in Singapore (Registration number: 201101559W) by the Monetary Authority of Singapore under the Securities and Futures Act (Chapter 289), which differ from Australian laws.

In Singapore: Issued by Threadneedle Investments Singapore (Pte.) Limited, 3 Killiney Road, #07-07, Winsland House 1, Singapore 239519, which is regulated in Singapore by the Monetary Authority of Singapore under the Securities and Futures Act (Chapter 289). Registration number: 201101559W. This advertisement has not been reviewed by the Monetary Authority of Singapore.

In Hong Kong: Issued by Threadneedle Portfolio Services Hong Kong Limited 天利投資管理香港有限公司. Unit 3004, Two Exchange Square, 8 Connaught Place, Hong Kong, which is licensed by the Securities and Futures Commission (“SFC”) to conduct Type 1 regulated activities (CE:AQA779). Registered in Hong Kong under the Companies Ordinance (Chapter 622), No. 1173058.

In Japan: Issued by Columbia Threadneedle Investments Japan Co., Ltd. Financial Instruments Business Operator, The Director-General of Kanto Local Finance Bureau (FIBO) No.3281, and a member of Investment Management Association of Japan and Type II Financial Instruments Firms Association.

In the UK: Issued by Threadneedle Asset Management Limited, No. 573204 and/or Columbia Threadneedle Management Limited, No. 517895, both registered in England and Wales and authorised and regulated in the UK by the Financial Conduct Authority.

In the EEA: Issued by Threadneedle Management Luxembourg S.A., registered with the Registre de Commerce et des Sociétés (Luxembourg), No. B 110242 and/or Columbia Threadneedle Netherlands B.V., regulated by the Dutch Authority for the Financial Markets (AFM), registered No. 08068841.

In Switzerland: Issued by Threadneedle Portfolio Services AG, Registered address: Claridenstrasse 41, 8002 Zurich, Switzerland.

In the Middle East: This document is distributed by Columbia Threadneedle Investments (ME) Limited, which is regulated by the Dubai Financial Services Authority (DFSA).  For Distributors: This document is intended to provide distributors with information about Group products and services and is not for further distribution. For Institutional Clients: The information in this document is not intended as financial advice and is only intended for persons with appropriate investment knowledge and who meet the regulatory criteria to be classified as a Professional Client or Market Counterparties and no other Person should act upon it.

This document may be made available to you by an affiliated company which is part of the Columbia Threadneedle Investments group of companies: Columbia Threadneedle Management Limited in the UK; Columbia Threadneedle Netherlands B.V., regulated by the Dutch Authority for the Financial Markets (AFM), registered No. 08068841.

Columbia Threadneedle Investments is the global brand name of the Columbia and Threadneedle group of companies. © 2026 Columbia Threadneedle. All rights reserved.

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