AI Con 2025: From experiments to outcomes at M&A SoCal

When we opened our panel at M&A SoCal® 2025, the flagship dealmaking event hosted by ACG Los Angeles, we started with two simple questions. The first: “Who here is already investing in AI?” Almost every hand went up. The second: “And who is satisfied with the results?” This time, only a few hands stayed raised. 

That live pulse check captured what we see every day working with mid-market companies: adoption is no longer the hurdle. The real challenge is turning those investments into business impact.

This was the focus of the first edition of AI Con, a new track within M&A SoCal dedicated to exploring how to move from theory to tangible outcomes. From Making Sense, we had the opportunity to sponsor and moderate the panel “Data to Dollars: Unlocking Transaction Value Through AI” alongside Kara Gerardin (Deloitte) and Alex Tumarinson (Diversis Capital). Together, we explored what organizations need to break out of pilot mode and deliver results that boards and investors can recognize.

Why many projects stall before scaling

The room’s reaction reflected a broader reality: enthusiasm for AI is high, but clear returns are rare. And most of the time, the issue isn’t the technology itself. Projects stall because they lack three essentials:

• Defined business objectives. Without clarity on the “why,” efforts lose direction.
• Real ownership. Too often, initiatives are seen as IT’s responsibility instead of the business.
• Meaningful metrics. Without baselines and success measures, it’s impossible to prove value.

As we emphasized on stage, projects don’t fail for lack of innovation—they fail for lack of direction.

From pilots to performance

What makes the difference for companies that move beyond pilots? Discipline and focus. The ones seeing impact follow a few simple rules:

• Prioritize what matters most. They don’t try to do everything. They choose two or three initiatives directly tied to revenue growth, efficiency, or margin improvement.
• Assign accountability. Every AI project has a business owner who is responsible for results, not just a technical sponsor.
• Measure from the start. They establish baselines, set KPIs, and track improvements in ways that resonate with boards and investors.

As Mariano Jurich, our Digital Product & Project Manager, said during the session: “Success doesn’t come from doing everything at once. It comes from choosing where it matters most, assigning responsibility, and keeping score.”

Where AI is already showing impact

To make it concrete, we discussed examples where AI is already moving the needle:

• Lending. Predictive models are helping lenders anticipate borrower behavior and prioritize leads, reducing missed opportunities and improving conversion rates.
• Legal services. Firms are using AI to analyze large document sets, identify client trends, and optimize staffing decisions, leading to faster case resolutions and stronger profitability.

The takeaway is clear: meaningful results don’t always come from cutting-edge research or massive infrastructure. More often, it’s about using existing tools and data more intelligently and ensuring every initiative connects directly to a business outcome.

A market still early in the journey

The audience questions revealed many organizations are still focused on very operational use cases. For some, these are already part of the day-to-day. For others, they remain aspirational. That contrast highlights how uneven the maturity curve is across industries.

And while it shows how early many companies still are in their AI journey, it also underscores the opportunity. Those who move toward predictive analytics, decision intelligence, and revenue optimization will quickly differentiate themselves from peers who remain stuck at the basics.

Outcomes will define the winners

The message from AI Con was clear: potential is no longer enough. Boards, investors, and customers expect proof of impact, whether through revenue, margin expansion, or enterprise value.

For mid-market businesses, the pressure is even stronger. Private equity timelines are tight, and there’s little room for initiatives that don’t produce measurable results.

The companies that win will be the ones that:

• Select use cases that truly matter.
• Scale what works instead of running endless pilots.
• Build measurement into every stage.

As Mariano shared on stage: “AI is no longer about potential. It’s about outcomes. The organizations that connect AI to measurable improvements in revenue, efficiency, and enterprise value will set the pace.”

What this means for mid-market leaders

At Making Sense, we see this shift every day. AI can’t remain on the sidelines of strategy, it needs to be embedded in how companies operate. And yes, you’ve probably heard that line before. But we repeat it because the pressure to show impact is no longer abstract. It’s already here, driven by investors, boards, and market competition.

The good news is that results don’t take years to materialize. With the right focus, accountability, and metrics, companies can unlock value in months. The journey is about being deliberate, disciplined, and supported by the right partner to accelerate the move from proof of concept to proof of value.

Ready to take the next step?

Explore how Making Sense helps companies turn AI initiatives into measurable results. Learn more about our AI & data strategy approach.