India, July 8 -- The race to deploy AI is heating up, but organisations no longer want just deployment. They're asking whether copilots, AI agents and automation systems are translating into measurable business value. Both enterprises and startups are under pressure to justify their investments.

The challenge? Unlike traditional software, AI rarely transforms just one part of the business, making its return on investment (ROI) far more complex to calculate. But the answer also varies from company to company.

We spoke with AI-native startups, enterprise giants and other scaled-up ventures to understand what ROI in AI actually looks like today.

Which metrics are being tracked and are factors like productivity and efficiency coming into p...