Expert says 95% of AI projects do not generate value for companies

Despite being treated with great enthusiasm and high expectations, artificial intelligence (AI) is not yet an important way to leverage production and results for companies that use it. This observation comes from Norbert Jung, CEO of Bosch Connected Industry, the technology arm of Bosch, a German multinational engineering and technology company. "We have this great hype, this great hope that AI can help solve many of our problems, but everyone is still kind of in the pilot phase. Ninety-five percent of AI projects do not deliver economic value today,“ he pointed out. For the Bosch director, the issue is one of information overload, which he described as a challenging scenario: ”We have more and more data, but that doesn't seem to produce much more value from that data." The statement was made during a panel discussion on AI at an event previewing Hannover Messe, the world's largest industrial innovation and technology fair, which will take place from April 20 to 24 in Hannover, a city of about 550,000 inhabitants in northern Germany. When pointing out ways to make AI add more value to industrial companies, Norbert Jung points to integration with human knowledge. “The answer lies in bringing AI, machines, and humans together in a form of co-intelligence in manufacturing,” he says. “We industrialize generative AI,” he adds. The expert's observation follows the conclusion of the study The State of AI in Business in 2025 published by the Massachusetts Institute of Technology (MIT), one of the most prestigious universities in the world. “Despite USD 30 billion to USD 40 billion in corporate investments in generative AI, the report reveals a surprising result: 95% of organizations are seeing zero return.” Brazil will be the country honored in this year's edition, which, in addition to robots and AI, will feature technologies for digitization, automation, decarbonization, and clean energy. President Luiz Inácio Lula da Silva and German Chancellor Friedrich Merz have confirmed their attendance at Hannover Messe. Sven Parusel, head of research at robotics company Agile Robots, believes that AI is beginning to “come to life” through robots. “We are seeing AI move off the screens and into [industrial] manufacturing spaces, especially when we talk about physical AI, bringing robots and physical machines together with AI capabilities,” he points out. He says that since 2018, the German company has been developing robotic arms and hands, mobile systems, and humanoid robots. For us, it is very important that all these components come together, bringing AI to all of them and also to the factory itself.“ Sven Parusel revealed that Agile has developed a gearbox assembly system with two AI-controlled robotic arms. ”It uses AI for control and computer vision to detect objects. We are already seeing the benefits: faster, more flexible, and easier to configure production," he describes. Read also: AI cooking robot wins international robotics award As the guest of honor, Brazil will be entitled to occupy pavilions totaling 2,700 square meters at Hannover Messe. The Brazilian Trade and Investment Promotion Agency (ApexBrasil) ─ linked to the Ministry of Development, Industry, Trade, and Services ─ is organizing the country's participation. There will be 140 Brazilian exhibitors and a delegation of 300 companies. In conversation with Agência Brasil, ApexBrasil regional representative Márcia Nejaim believes that Brazil has the potential to be a leader in the field of AI. “We are fully capable, just as we have already set trends in the use of other technologies in the distant past, such as computer languages and the like.” When mentioning Brazilian institutions that could serve as AI exponents at Hannover Messe, the ApexBrasil representative mentioned names such as the Eldorado research institute and the companies Fu2re and Stefanini. “Brazil today has people working with technology that is not lagging behind, and many people from abroad come to hire people in Brazil,” reinforced Márcia Nejaim. The reporter traveled at the invitation of Deutsche Messe AG, organizer of Hannover Messe.