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Businesses can apply AI to knowledge retrieval, marketing, sales, customer service, software development, IT, compliance research, and operations. These are ten practical application areas—not a ranking of products or a claim that every company should adopt all ten. The right choice depends on the workflow, available data, integration effort, human review, cost, and risk tolerance.

What business adoption figures do—and do not—show

In McKinsey’s November 5, 2025 survey, 88 percent of respondents said their organizations regularly used AI in at least one business function. Yet approximately one-third said their organizations had begun scaling AI programs, while nearly two-thirds had not begun enterprise-wide scaling. These are survey responses, not a census of businesses, and regular use does not by itself demonstrate broad deployment or returns. McKinsey’s 2025 State of AI survey

Only 39 percent of respondents attributed any enterprise-level EBIT impact to AI; most within that group attributed less than 5 percent of EBIT to it. The figures are a reason to measure results in a specific workflow rather than assume that adoption automatically improves company-wide performance.

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Top 10 AI applications for businesses

1. Internal knowledge retrieval and research

Conversational AI can help employees search internal information, summarize material, and find relevant knowledge across documents or other sources. McKinsey reports organizational AI use to capture, process, and deliver information, and includes knowledge-management research among examples of agentic AI use. The practical value depends on whether the system can retrieve current, authorized information and make its source clear; employees should verify important answers against the underlying material. McKinsey, 2025

2. Marketing strategy and content support

AI can assist with idea generation, first drafts, and finding information relevant to marketing strategy. It can reduce the effort involved in producing or exploring options, but output still needs editorial review for factual accuracy, brand voice, audience fit, and rights or policy constraints. McKinsey’s 2025 survey identifies marketing content support among reported AI use cases. McKinsey, 2025

3. Sales personalization and follow-up

Sales teams can explore AI-assisted personalization, lead identification, and follow-up drafting. These workflows may help staff tailor communications or prioritize work, but the existence of a use case is not proof of increased revenue. McKinsey’s analysis describes generative AI’s potential in sales and marketing; businesses need to establish their own baseline and measure outcomes such as response quality or sales-cycle progress rather than treat potential as a guaranteed return. McKinsey, 2023

4. Customer self-service

A conversational system can answer routine customer questions or route requests to the appropriate team. Set clear escalation paths for ambiguous, sensitive, or consequential issues, and ensure customers can reach a person when the system cannot resolve their request. Customer operations and customer interactions are central areas in McKinsey’s analysis of generative-AI use cases; that analysis does not establish that every business or customer-service task will benefit equally. McKinsey, 2023

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5. Contact-center agent assistance

AI can help contact-center staff retrieve information, draft responses, or organize case handling while an agent remains responsible for the interaction. McKinsey’s 2025 survey reports customer-service automation and use-case-level benefits, but it does not establish a universal performance gain. Evaluate the result against a defined measure—such as resolution quality or handling time—while monitoring whether accuracy and customer experience remain acceptable. McKinsey, 2025

6. Product and service development

Generative AI can support ideation, development, and testing workflows. Teams might use it to explore concepts or assist with development tasks, but generated suggestions require evaluation against customer needs, technical constraints, and safety requirements. McKinsey’s 2025 survey associates product and service development with reported AI revenue increases; this survey finding is not a promise that adopting AI will increase revenue for a particular company. McKinsey, 2025

7. Software engineering

AI can draft code or assist with development workflows. Engineering teams should retain code review, automated tests, security checks, and accountability for changes before generated code reaches production. McKinsey identifies code drafting as an example of AI use and reports software engineering among areas with use-case cost benefits. Those findings do not establish the savings a given team will realize; measure both productivity and the time spent reviewing or correcting output. McKinsey, 2025 McKinsey, 2023

8. IT service-desk support

Conversational or agentic AI can support service-desk workflows, such as helping users find answers or assisting with request handling. McKinsey’s 2025 survey says reported AI-agent use is most common in IT and knowledge management, including service-desk management. Before automating a task, specify what the system may do, which requests require human approval, and how staff can recover from an incorrect action. McKinsey, 2025

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9. Risk, legal, and compliance research

AI can assist with research and document work, but it should not be treated as the authority for legal interpretation, compliance conclusions, or other consequential judgments. Require qualified experts to verify material claims and apply controls appropriate to the sensitivity of the information. McKinsey highlights governance, trust, and explainability as important adoption issues; the cited sources do not validate any particular legal or compliance product. McKinsey, 2025 McKinsey, 2025

10. Supply-chain and manufacturing support

Businesses can assess AI for information processing, monitoring, or support for existing analytical workflows. McKinsey’s 2025 survey reports use-case cost benefits in manufacturing, but that does not make every supply-chain optimization task a generative-AI application or establish a result for a particular operation. Distinguish tasks involving language or content generation from numerical optimization, and judge either against operational data and a defined baseline. McKinsey, 2025 McKinsey, 2023

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Where modeled potential is concentrated

McKinsey’s 2023 analysis estimated that about 75 percent of modeled generative-AI use-case value fell across customer operations, marketing and sales, software engineering, and R&D. This is an estimate of potential value across analyzed use cases—not observed returns, a forecast for an individual business, or a comparison of current software products. The concentration can help identify areas to investigate, but it cannot replace workflow-level evaluation. McKinsey, 2023

How to choose an application worth piloting

Start with a recurring business problem, not a vendor demonstration. A small, measurable workflow is easier to evaluate than an open-ended effort to “add AI” across a department.

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  1. Define the problem and baseline. Identify the task, who performs it, how often it occurs, and the current measure of time, quality, cost, or service outcome.
  2. Check workflow fit and integration. Determine where the AI would sit in the existing process, what systems or information it needs, and whether employees can use the result without adding more work.
  3. Set data and governance boundaries. Decide what information may be used, who can access it, and what controls are necessary for sensitive or regulated material.
  4. Specify review and escalation. Set out which outputs need human approval, how users can verify answers, and what happens when the system is uncertain or wrong.
  5. Choose an outcome and measurement period. Measure a defined change over a stated period, including quality and correction work—not just volume or speed.
  6. Account for operating and implementation cost. Include integration, training, oversight, review, and ongoing operating effort when judging whether the result is worthwhile.
  7. Scale only after the workflow works. Check whether the pilot’s outcome holds in normal operations and whether the process, ownership, and controls can support broader use.

McKinsey’s January 2025 workplace report found that 92 percent of surveyed companies planned to increase AI investment over the next three years, while 1 percent of surveyed leaders described their companies as mature in AI deployment. The report surveyed 3,613 employees and 238 C-level executives in October and November 2024; its main findings pertain to US workplaces. Investment plans are not proof of successful implementation. The report emphasizes issues including workflow redesign, leadership, trust, training, KPI tracking, explainability, and uncertainty about scaling costs. McKinsey, Superagency in the workplace, January 28, 2025

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