If you want AI success, start with the data. That’s the central takeaway from Protiviti’s second AI Pulse Survey report, which finds a direct link between data confidence and AI return on investment (ROI).
The study, From Data Confusion to AI Confidence, surveyed more than 800 executives, board members, and industry leaders worldwide. It reveals that 69% of organizations with high AI maturity report being “very confident” in their data capabilities—and nearly all (97%) of those outperforming on AI ROI trust their data foundation.
The Five Stages of AI Maturity
Protiviti maps AI maturity across five levels:
- Initial – AI potential is recognized, but strategies and KPIs are missing.
- Experimentation – Small pilots test feasibility.
- Defined – AI integrates into business processes, improving efficiency.
- Optimization – Continuous performance tuning at scale.
- Transformation – AI reshapes industries, creating new opportunities.
At the top tier, Stage 5 organizations don’t just run AI—they live by it. 74% conduct regular data audits, and 57% enforce robust governance policies, more than double the rates seen at Stage 1.
Data Confidence = ROI Confidence
The survey highlights a strong correlation between data confidence and exceeding AI ROI expectations:
- Stage 2 (Experimentation): Confidence grows as pilots expand, and expectations are more likely to be exceeded.
- Stage 5 (Transformation): 69% are “very confident” in data, while 76% report exceeding ROI targets.
In short: the cleaner and more trusted the data, the more meaningful the AI outcomes.
Even Mature Players Struggle
High AI maturity doesn’t mean smooth sailing. 57% of advanced organizations still cite inadequate data governance as a barrier, and security and compliance risks remain top concerns—issues that only grow as AI adoption scales.
Bias is another challenge. At early stages, companies report little bias (often because they aren’t detecting it). By Stages 2–3, detection improves and bias reports spike. By Stage 5, however, better mitigation reduces the problem, with 28% reporting no bias at all.
Industry, Region, and Role Gaps
Confidence in data also varies by context:
- Industries: Tech and financial services lead; manufacturing and distribution trail.
- Regions: Countries investing in data standardization show higher confidence.
- Roles: C-suite executives express the most confidence, reflecting broader visibility into governance strategies.
Expert View: Don’t Wait for Perfect Data
“Data confidence should be a primary focus for any AI strategy,” said Peter Mottram, Protiviti’s global leader for Enterprise Data and Analytics. “Organizations that trust their data are more likely to exceed expectations, scale effectively, and innovate with confidence. But waiting for perfect data can stall progress. Even messy data has value—and AI can help improve it.”
Bottom Line
Protiviti’s findings reinforce a growing industry truth: AI maturity is really data maturity by another name. Companies that invest in governance, literacy, and responsible use aren’t just building trust—they’re building ROI.
In the race for AI transformation, it’s not the flashiest models that win, but the strongest data foundations.
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