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Articles by GBK Collective
Strong ROI for AI Nearly 3X More Common When Companies Measure Growth Versus Efficiency Alone, Wharton-GBK Study Finds
Fourth annual study finds 80% of enterprise leaders report positive AI returns, but only 28% see strong ROI, as workflow transformation, measurable business outcomes and organizational alignment emerge as key markers of AI success. Key Findings: Companies measuring AI against growth outcomes are far more likely to report strong ROI than those focused on efficiency alone, 35% vs. 13%.
Strong ROI for AI Nearly 3X More Common When Companies Measure Growth Versus Efficiency Alone, Wharton-GBK Study Finds
Indicators By: GBK Collective via Business Wire October 13, 2026 at 11:56 AM EDT ⓘ This article is third-party content and does not represent the views of this site. We make no guarantees regarding its accuracy or completeness. Fourth annual study finds 80% of enterprise leaders report positive AI returns, but only 28% see strong ROI, as workflow transformation, measurable business outcomes and organizational alignment emerge as key markers of AI success.
Strong ROI for AI Nearly 3X More Common When Companies Measure Growth Versus Efficiency Alone, Wharton-GBK Study Finds
Fourth annual study finds 80% of enterprise leaders report positive AI returns, but only 28% see strong ROI, as workflow transformation, measurable business outcomes and organizational alignment emerge as key markers of AI success. Key Findings: Companies measuring AI against growth outcomes are far more likely to report strong ROI than those focused on efficiency alone, 35% vs. 13%.
Strong ROI for AI Nearly 3X More Common When Companies Measure Growth Versus Efficiency Alone, Wharton-GBK Study Finds
Fourth annual study finds 80% of enterprise leaders report positive AI returns, but only 28% see strong ROI, as workflow transformation, measurable business outcomes and organizational alignment emerge as key markers of AI success. Key Findings: Companies measuring AI against growth outcomes are far more likely to report strong ROI than those focused on efficiency alone, 35% vs. 13%.
GBK Collective Appoints Insights Veteran Rebecca Szew as Partner and Chief Client Officer
GBK Collective, a leading marketing strategy, consumer behavior, and analytics consultancy, today announced the appointment of Rebecca Szew as Partner and Chief Client Officer. In this expanded leadership role, Szew will oversee GBK’s client research design and thought leadership, partnering closely with the company’s new President of Client Services, Ben Rogers, to grow client relationships, expand capabilities, and continue to drive business impact for the firm’s roster of Fortune 500 brands.
GBK Collective Appoints Ben Rogers as President, Client Services
GBK Collective, a leading marketing strategy, consumer behavior, and analytics consultancy, today announced the appointment of Ben Rogers as President, Client Services. Bringing over 25 years of experience in insights, brand, and marketing strategy, Rogers will play a key role in advancing GBK’s ability to deliver data-driven insights and strategic guidance to its global client base.
GBK Collective Appoints Veteran Marketing Insights Leader Ben Rogers as President, Client Services
GBK Collective, a leading marketing strategy, consumer behavior, and analytics consultancy, today announced the appointment of Ben Rogers as President, Client Services. Bringing over 25 years of experience in insights, brand, and marketing strategy, Rogers will play a key role in advancing GBK’s ability to deliver data-driven insights and strategic guidance to its global client base. This press release features multimedia.
82% of Enterprise Leaders Now Use Generative AI Weekly, Multi-Year Wharton Study Finds, as Investment and ROI Continue to Build
Third annual survey shows shift from experimentation to measuring ROI with employee skill atrophy emerging as one of the biggest risks Key Findings: 82% of enterprise decision makers now use Gen AI weekly up from just 37% in 2023; with 46% using it daily 3 in 4 enterprises already see positive returns on Gen AI investments, with 72% of leaders now tracking ROI metrics such as productivity, profitability and throughput.
GBK Collective Strengthens Team with New Leadership; Randi Ochs Joins as Senior Vice President
GBK Collective, a leading marketing strategy, consumer behavior, and analytics consultancy, today announced the appointment of Randi Ochs as Senior Vice President. Bringing over 25 years of experience in consumer insights, brand, and marketing strategy, Ochs will play a key role in advancing GBK’s ability to deliver data-driven insights and strategic guidance to its global client base.
GBK Collective Strengthens Team with New Leadership; Randi Ochs Joins as Senior Vice President
GBK Collective, a leading marketing strategy, consumer behavior, and analytics consultancy, today announced the appointment of Randi Ochs as Senior Vice President. Bringing over 25 years of experience in consumer insights, brand, and marketing strategy, Ochs will play a key role in advancing GBK’s ability to deliver data-driven insights and strategic guidance to its global client base.
GBK Collective Strengthens Team with New Leadership; Randi Ochs Joins as Senior Vice President
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Generative AI Adoption Surges: New Study by AI at Wharton Reveals Doubling of AI Use Across Key Business Functions
Key Findings: Nearly 3 in 4 leaders (72%) report using Gen AI at least once a week, up from 37% in 2023. AI adoption in Marketing and Sales tripled, from 20% in 2023 to 62% in 2024, with AI usage in Operations, HR, Purchasing, and Procurement doubling. Spending on AI has increased by 130%, with 72% of companies planning further investment in 2025. 90% of leaders agree that AI enhances employee skills, up from 80% in 2023, while concerns about job replacement have eased, dropping from 75% to 72%.
GBK Collective Strengthens Team with Strategic New Hires; Virginia Lennon Joins as SVP, Research and Insights
GBK Collective, a leading marketing strategy, consumer behavior, and analytics consultancy, today announced several key hires including Virginia Lennon who joins as Senior Vice President of Research and Insights. Also joining the GBK team are Prachi Bhalerao as Marketing Data Scientist, and Reagan Jacobs as Senior Analyst.
GBK Collective Adds Brand Strategist and Marketing Luminary Professor Kevin Lane Keller to Its Advisory Board
GBK Collective, a leading marketing strategy, consumer behavior and analytics consultancy, today announced that Professor Kevin Lane Keller has joined its advisory board. Dr. Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College and a renowned marketing strategist and best-selling author. This press release features multimedia.
GBK Collective Adds Brand Strategist and Marketing Luminary Professor Kevin Lane Keller to Its Advisory Board
GBK Collective, a leading marketing strategy, consumer behavior and analytics consultancy, today announced that Professor Kevin Lane Keller has joined its advisory board. Dr. Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College and a renowned marketing strategist and best-selling author. This press release features multimedia.
Charging Ahead: New GBK Collective Study on EV Adoption Reveals Half of U.S. Households Considering EV or Hybrid for Their Next Vehicle
Are U.S. automotive consumers ready for an all-electric future?
Generative AI Hits the Mainstream: New Survey Reveals the Majority of Enterprise Leaders Have Now Adopted AI and Plan to Increase Investments in Next Year | Financial News | myMotherLode.com
The landmark report directed by Wharton Professor Stefano Puntoni takes a closer look at generative AI adoption, perception and investment across industries, as well as emerging applications and barriers Key Findings At-A-Glance: Generative AI investments are expected to surge 25% in the coming year across functional areas. 58% of enterprise leaders actively use generative AI – with 37% using it multiple times a week.
The Rise of Generative AI Across Enterprises: GBK’s Report with Wharton Professor Stefano Puntoni — GBK Collective
By GBK Collective Today GBK is excited to announce the release of our latest report, The Rise of Generative AI in the Enterprise, directed by AI expert Dr. Stefano Puntoni, Sebastian S. Kresge Professor of Marketing at The Wharton School and Faculty Co-Director of AI at Wharton, and Jeremy Korst, former technology executive at Microsoft and T-Mobile and now President of GBK. Dan Ives, Managing Director of Equities Research at Wedbush Securities, also collaborated on the report.
GBK Collective Strengthens Team with New Leadership; Randi Ochs Joins as Senior Vice President
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Stock Market | mammothtimes.com
GBK Collective, a leading marketing strategy, consumer behavior and analytics consultancy, today announced that Dr. Anthony Palomba has joined its advisory board. Dr. Palomba is Assistant Professor at the University of Virginia Darden School of Business where he teaches leadership communication and business analytics. This press release features multimedia.
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