Harvard Business Review LogoJune 23, 2026Jorg Greuel/Getty ImagesThere are five types of AI investments—two tactical to maintain market position and three strategic to build durable advantage—and none can be measured against traditional ROICorporate leaders are starting to worry about the returns—or lack thereof—on their recent AI investments. McKinsey’s 2025 Global Survey found that 88% of organizations use AI in at least one business function, but only 39% report any impact on EBIT, and even among those, the impact is typically less than 5%. BCG’s analysis reveals that 60% of companies investing in AI generate no material value, and only 5% create substantial value at scale. Deloitte’s survey of nearly 2,000 executives finds that satisfactory ROI on a typical AI use case takes two to four years, which is much longer than the seven-to-twelve-month payback typically expected for technology investments.
The 5 Types of AI Investment–and How to Capture Their Value
There are five types of AI investments—two tactical to maintain market position and three strategic to build durable advantage—and none can be measured against traditional ROI calculation tools. Tactical investments include ones made for competitive parity and option value, while strategic investments focus on unique integration, data flywheels and lock-in ecosystems, and organizational capability building. Each has its own financial logic and strategic implications.
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