The feedback loop that makes GenAI adoption real

Generative AI is scaling fast. McKinsey’s State of AI survey shows that 71% of organizations now use generative AI in at least one business function. Investment is growing, and leaders are pushing copilots into real workflows.

But adoption numbers alone don’t equal business value. McKinsey also found that 47% of organizations have already reported negative consequences from GenAI, from inaccuracy to privacy risks. At the same time, only a small fraction can point to material ROI.

The pattern is clear: most enterprises are deploying copilots without the feedback loops needed to make them succeed.

Why observability isn’t enough

Companies already track system metrics like latency, uptime, or token counts. These are necessary but not sufficient. An AI assistant can be available and fast, yet still:

Produce misleading outputs
Expose sensitive data in prompts
Confuse users until they quietly stop engaging

This is why so many copilots stall after pilot phase. Observability measures systems. It doesn’t measure adoption.

Every prompt is feedback

The signals that matter are in the conversations themselves:

Which questions users ask most often
Where they rephrase or abandon sessions
When prompts include personal or sensitive data
How satisfaction trends change over time

Traditional surveys capture less than 1% of this data. User analytics captures 100%. Every interaction becomes feedback.

With structured feedback loops, enterprises can refine copilots faster, build trust, and reduce compliance risks in real time. Without them, copilots remain static tools — launched, but not improved.

The link to business value

McKinsey highlights that 17% of organizations already attribute more than 5% of EBIT to GenAI. These are the early winners. What sets them apart is not just adoption, but the ability to measure and improve AI with discipline.

For enterprises, that means treating GenAI as a product. Tracking usage, satisfaction, and outcomes alongside system metrics. Applying the same rigor to copilots as to any other digital system.

The executive takeaway

Generative AI is moving beyond experimentation. Adoption is happening everywhere. But without a feedback loop, copilots won’t scale..

The enterprises that turn adoption into measurable value will be the ones that close the loop: learning from every interaction, refining experiences, and governing AI with the same discipline they bring to every other core system.

See how Nebuly powers feedback loops for GenAI products — book a demo

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