Irish and EMEA organisations are investing in artificial intelligence at a historic rate, but only a fifth are converting that investment into measurable results. ServiceNow research, conducted by ThoughtLab across more than 4,700 senior executives in 16 countries, finds AI spending across EMEA rose 113% year on year, yet only 21% of organisations are generating meaningful returns. For associations and institutes, this gap between ambition and delivery is a clear opportunity to lead.

The findings present a precise agenda for professional bodies. Three structural failures define where associations can deliver the most: the execution gap between strategy and delivery, data and governance weaknesses preventing AI from scaling, and the skills deficit demanding focused strategic leadership across Ireland.

The ServiceNow research frames the AI landscape as one of sharp divergence. Across EMEA, organisations scored 51 out of 100 for AI maturity, up from 34 a year earlier, but an 18-point execution gap persists between leadership intent, scoring 58, and AI-enabled workflows at 40. Organisations that have closed this gap report a 164% return on investment and an expected 199% within two years, a standard of organisational excellence the rest of the market is yet to reach.

The barriers holding most organisations back are practical. Some 73% of EMEA executives cite poor data accuracy, access, and management as their primary obstacle. Only 19% have implemented AI testing, auditing, and risk processes, and only 15% have replaced legacy systems with integrated platforms. Ireland, with its concentration of multinationals running European operations, faces intensified pressure as EU AI Act enforcement approaches.

The performance divide is striking. Top performers are five times more productive, 2.6 times better at scaling AI, and 2.5 times stronger at managing risk, running autonomous workflows at roughly 18 times the rate of peers. As Paul Turley, Senior Director of ServiceNow Ireland, observed, those bridging the execution gap are not just using AI more but using it differently. Professional development must address these gaps for members.

Three priorities stand out. First, develop AI governance readiness frameworks helping members assess and close data, testing, and integration gaps. Second, use association management structures and structured member engagement to share practices that top-performing organisations use to scale AI. Third, advocate for members in EU AI Act readiness consultations, positioning professional bodies as authoritative voices on practical governance.

The ServiceNow research confirms that significant AI returns are not locked behind bigger budgets but better governance, stronger data foundations, and more integrated ways of working. For Irish associations and institutes, the 21% already achieving these returns provide a roadmap the remaining 79% can follow. Professional bodies that invest in building that capability for their members now will define what leadership in the AI economy looks like.

(The views expressed by the writer are his/her own and do not necessarily reflect the views or positions of BusinessRiver.)