Middle Market Firms Embrace AI: RSM Survey
Source: rsmus.com
The 2025 RSM Middle Market AI Survey indicates that AI is becoming more important in the operational strategies of middle market organizations in the U.S. and Canada. According to the report by RSM US LLP (“RSM”), 91% of respondents said their organizations use generative AI in business practices, up from 77% in the previous year's survey.
Key Survey Findings
The survey shows middle market companies are strategically committed to using generative AI. Of those organizations using any AI (91%), 79% reported having a defined strategy to adopt it, and 37% claimed a well-formulated approach. One-quarter of respondents using generative AI stated it is fully integrated into their core operations and workflows.
Half of the respondents using generative AI reported streamlining their IT projects, 45% cited time savings in data analytics applications, and 39% experienced efficiencies in customer service processes. Generative AI boosts productivity and operational efficiency by automating routine tasks, allowing employees to focus on higher-value work.
Challenges and Support
Despite enthusiasm for generative AI adoption, the survey highlights challenges in optimizing these technologies. Rhys Morgan, Consulting partner and North American CIO Services lead, said that AI works best when complementing human ingenuity and companies must upskill their workforce and implement oversight and AI governance measures to capitalize on AI's potential while mitigating risks.
70% of middle market firms using generative AI recognized the need for external support. Of the 76% who have a dedicated budget for generative AI investments, 47% use it for AI consulting services.
US vs Canada
The report reveals differences in experiences and preparedness between Canadian and U.S. companies.
The survey’s findings reflect that while adoption is accelerating, many middle market companies are still navigating AI strategy, integration and governance. RSM has committed $1 billion over the next three years to technology and AI innovation to enhance its ability to guide clients through AI transformation while accelerating its own use of responsible AI across service lines.
The survey, conducted by Big Village, included 966 respondents with 762 in the US and 204 in Canada. Qualification for survey participation required respondents to have decision-making authority, be part of a decision-making group, or have significant influence on technology investments at their organization. The survey was conducted online from February 21 through March 4, 2025. The margin of error for the total sample is +/- 3.2%.