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Insights & Case Studies

No theory. No hype. Just what’s actually working in mid-market AI adoption and what isn’t.

Sits alongside our broader Practical AI Insights library.

Every article is grounded in real operator experience: the workflows that delivered ROI, the projects that stalled, and the lessons that only come from doing the work. For the data behind the same audience, see our Research Reports. For step-by-step implementation guides, see the Playbooks.

We interview the leaders who are shipping AI in their businesses and dissect their results so you can learn from their wins and avoid their mistakes. Watch the full video interviews.

Moving AI from pilot to production: Salesforce’s Paul O’Sullivan on avoiding FOMO investment

Moving AI from pilot to production: Salesforce’s Paul O’Sullivan on avoiding FOMO investment

For Paul O’Sullivan, CTO of Salesforce UK and Ireland, the story of how organisations responded to...

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Mid-Market AI Adoption by Function: aibl’s 2026 Survey

Mid-Market AI Adoption by Function: aibl’s 2026 Survey

Personal AI integration varies sharply by function across UK mid-market firms -- and the gap predicts ROI. Tech...

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The audience that comes to buy

The audience that comes to buy

82.5% of UK mid-market leaders are investing in AI to solve a defined revenue or cost problem -- not to signal...

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Most UK commercial teams have AI. Fewer than half are measuring any return

Most UK commercial teams have AI. Fewer than half are measuring any return

UK mid-market GTM and Marketing teams report 44.9% measurable AI ROI. Tech and IT teams at the same organisations...

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The Augmented Human: Building a Philosophy-First AI Strategy with Kerri O’Neill, Ipsos UK & Ireland

The Augmented Human: Building a Philosophy-First AI Strategy with Kerri O’Neill, Ipsos UK & Ireland

As Chief People Officer at Ipsos UK and Ireland, and its Global AI Workforce Transformation Lead, Kerri O'Neill thinks that sequence is where...

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Why Ipsos wrote the rules before rolling out the tools

Why Ipsos wrote the rules before rolling out the tools

When a significant new technology arrives, the instinct is to start with the tools. Organisations that define...

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AI in Practice: The 5 Managers Test

AI in Practice: The 5 Managers Test

Management alignment is the strongest single predictor of AI ROI in the UK mid-market -- stronger than governance...

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The AI Amplifier: Moving from Tool Adoption to Work Design with Dr. Laura Weis, WPP

The AI Amplifier: Moving from Tool Adoption to Work Design with Dr. Laura Weis, WPP

Dr Laura Weis, Global Human AI Strategy Lead at WPP, argues that organisations do not have an AI adoption problem. They have a work design problem...

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If your organisation was already struggling, AI will just make it louder

If your organisation was already struggling, AI will just make it louder

AI is the ultimate fix: bring in the tools, improve the numbers, move faster. AI does not fix broken organisations...

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AI in Practice: How a better prep process created a new problem

AI in Practice: How a better prep process created a new problem

This week we spoke to the head of sales at a mid-market SaaS firm selling compliance and scheduling software to...

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The Building Blocks: Scaling AI in Regulated Markets with Colin Carmichael, BAIA

The Building Blocks: Scaling AI in Regulated Markets with Colin Carmichael, BAIA

Colin Carmichael, Client Partner at Foremost and Co-Founder of the Business AI Alliance (BAIA), shares the blueprint for moving from...

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Most firms can build a demo, but few can own what comes next

Most firms can build a demo, but few can own what comes next

Most mid-market firms can build an AI proof of concept. Moving from demo to production is where they stall —...

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