72 per cent of the companies surveyed see increasing innovation as one of the five biggest advantages of AI. This clearly shows that the technology is becoming a strategic driver for competitiveness and growth in the German economy.

The study "Influence of generative AI on business models and value chains in Germany" by KPMG and the leading European AI group Merantix offers a comprehensive insight into the current status of AI utilisation in companies. It sheds light on how generative AI is being embedded in business models, what infrastructural prerequisites are being created and how organisations are preparing their employees to deal with intelligent systems.

A clear trend emerges: companies that apply generative AI specifically to concrete business problems create structural advantages for themselves. At the same time, the study reveals gaps between strategic ambition and operational implementation. It therefore provides valuable pointers for managers who want to make their organisation fit for the future and fully exploit the potential of the technology.

1 AI is strategically set, but not yet deeply anchored operationally

Virtually all companies see AI as strategically relevant, but only 22 per cent have a robust governance structure. Many companies have not yet managed to effectively anchor AI technologies throughout the organisation. Teams with combined business and technology expertise are therefore needed.

2. dependence on US hyperscalers remains a risk

90 per cent see technology partnerships as a key success factor for their AI strategy. At the same time, a strong dependence on a few US hyperscalers increases strategic vulnerability. European alternatives and open platform structures that focus on shared responsibility rather than pure vendor lock-in are therefore in demand.

3. expertise determines scaling

Without targeted employee training, AI initiatives will fail to have the desired effect in many areas. AI expertise requires more than just tool training: it is about data-driven thinking, responsibility in dealing with AI and active human-machine collaboration.

Whether in business operations, IT infrastructure or skills development, AI has become an imperative as well as a hype. In this study, for which we asked 653 managers for their assessments, you can find out how AI is already being used in the German economy. Find out where your company stands in comparison and receive tips on possible next steps.