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GCCs Struggle to Unlock AI's Potential Amid ROI Challenges
10 Nov
Summary
- 92% of GCCs in India are piloting or scaling AI initiatives
- Over 70% of GCCs lack structured ROI frameworks to measure AI impact
- Perception gap between leadership and workforce on AI adoption and skills
According to a joint study by global management consultancy Zinnov and AI-led workplace analytics platform ProHance, released on November 10, 2025, 92% of Global Capability Centers (GCCs) in India are currently piloting or scaling AI initiatives. However, the study also found that over 70% of these GCCs lack structured ROI frameworks to measure the impact of their AI investments.
This imbalance between ambition and accountability signals an urgent shift that GCCs must make, moving from hype-driven pilots to a more disciplined, ROI-first approach. The study contrasts the priorities of GCC leaders, who report limited AI adoption and low skills maturity, with the realities of their workforce, who show higher proficiency and frequent use of AI tools. This perception gap is more than just a cultural issue - it is a structural blind spot that can slow the scaling of AI and undervalue the real productivity gains being achieved at the grassroots level.
To address this ROI challenge, Zinnov and ProHance have introduced a comprehensive framework that helps GCC leaders evaluate the return on their AI investments across five key dimensions: stage of maturity, baseline visibility, adoption breadth and depth, total cost of AI ownership, and the value delivered. By using this pragmatic evaluation lens, GCC leaders can measure outcomes credibly, align their AI adoption strategies with business priorities, and make scaling decisions with confidence.
