Bangalore, Karnataka, India: A recent study highlights that while India is leading the way in piloting and scaling artificial intelligence (AI) initiatives, it still lacks formal mechanisms to measure returns effectively.

At a time when U.S.-based companies are under increasing pressure to justify AI investments, their Indian operations are emerging as key drivers of both profitability and global competitiveness, according to research conducted by Zinnov and ProHance.

The report, titled “Navigating AI ROI: How India Operations of Global Enterprises Can Unlock Scalable Enterprise Value,” surveyed more than 160 business and technology leaders to understand how AI goals are being translated into tangible outcomes.

Findings revealed that 92% of global enterprises’ India operations are actively piloting or scaling AI projects. However, 70% of these lack a structured framework to quantify the ROI of these initiatives.

“For U.S. companies, India has become an indispensable part of their innovation network rather than a substitute for their core operations,” said Karthik Padmanabhan, Managing Partner at Zinnov.

He added, “The discussion has shifted from mere adoption to accountability. The next big challenge in AI is demonstrating measurable business impact — faster innovation, improved accuracy, and enhanced customer experiences.”

The research also pinpointed four essential factors for successful AI deployment: unified data and infrastructure, domain-specific talent, strong governance, and measurable adoption depth. Together, these components allow companies to transition from experimental AI projects to accountable, enterprise-wide growth.

Saurabh Sharma, COO of ProHance, emphasized, “AI ROI is not a conversation confined to any single region; it is a global dialogue.”

He added, “Indian operations provide the scale and expertise necessary for companies to operationalize AI models developed in the U.S., enabling pilot initiatives to deliver impact across the entire organization.”