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Survey: How entrepreneurs are approaching AI. Entrepreneurs view artificial intelligence as a key driver of productivity and growth. But while enthusiasm is high, few fast-growing businesses can directly link their AI efforts to exact financial outcomes.
Those are among the key findings of a recent EY-Parthenon survey of 300 entrepreneurs.
The WSJ Leadership Institute talked with Andrea Guerzoni, global vice chair, EY-Parthenon, about the results. Edited highlights are below.
WSJLI: Eighty percent of entrepreneurs surveyed said they plan to increase AI investment in 2026. Is that surprising?
Guerzoni: In this sample of 300 entrepreneurs there is a disproportionate amount of fast growing, recently formed companies… So maybe it's a bit skewed towards the extreme, but the trends are exactly what we are observing.
They're actually looking at agentic AI and workflows—more than just simplification and effectiveness. And actually the most sophisticated are setting up entire new businesses based on AI technology. So it's happening.
Even among entrepreneurs, AI is believed to be a technology that can not just add efficiencies, but actually increase the possibility to get new customers, to create new services, and maybe to change their operating models in a way that was unthinkable before.
And this is something that is pretty clear from the traditional CEO outlook… So I think that the times of skepticism about the return of investment are behind us.
WSJLI: Speaking about that return on investment, according to the survey, 9% of those entrepreneurs surveyed formerly connect AI impact to financial reporting and senior management review. Why so low?
Guerzoni: I think the primary reason is the level of sophistication of the financial system, the non-financial system, so operational controls, KPIs, etc.
These kinds of metrics and methodologies that have been developed very recently by larger companies really to demonstrate to their stakeholders that there is a return. It's not that embedded in companies where the stakeholders group is relatively smaller.
WSJLI: What other unique challenges shape the approach of entrepreneur-led companies to AI?
Guerzoni: The first concerns the constraints related to skill sets. It's across the board…The other key theme is that the accessibility to capital has decreased over the last 12 months. Their perception is that capital is more scarce, which is not the case for the larger companies...
And the third and probably most interesting one, I mean, AI without alliances, it's very difficult. It's a team sport... The survey provides a clear picture regarding the fact that entrepreneurs are much more skeptical about their ability to forge alliances with tech players to speed up the process. And this has proven a fundamental success factor for larger companies.
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