M&Q takes over our 2025 observatory. (M&Q)
The latest edition of the Data & AI 2025 Observatory, carried out by Colombus Consulting, Oracle and HEG-Genève, shows a clear trend: Swiss companies are moving on from the pilot phase to large-scale adoption. According to the study relayed by M&Q, 52% of organisations are now deploying generative tools on a massive scale (for content creation, for example), 8 percentage points more than in 2024. Conversely, only 39% of companies are still in the exploratory phase, down 28 points.
This momentum is underpinned by better internal preparation: 62% of managers believe that their teams have a “good to very good” level of AI knowledge (+25 points), and the quality of the data is judged to be “good to excellent” by 62% of respondents (+14 points). A strong sign: 74% believe that AI can contribute directly to solving their business challenges, illustrating the growing alignment between usage and business expectations.
The strategic gap: from enthusiasm to integration
Despite this progress, maturity remains limited at the strategic level. Only 35% of companies claim to have integrated AI into their overall strategy, and 70% consider that their level of data & AI maturity remains low or average. The question of ROI also remains unresolved, with 58% acknowledging limited or no return on investment.
Beyond the technology, it is above all the human factor that is holding back adoption: cultural resistance is cited as the main obstacle by 70% of companies, well ahead of technical limitations.
The experts from Colombus Consulting, Oracle and the HEG-Genève stress the importance of training managers: it’s no longer just a question of knowing what AI can do, but how to integrate it concretely into business models and decision-making processes.
