Celonis makes compelling case for 'freeing the process' to operationalize AI returns

Celonis Highlights the Need to 'Free the Process' for AI Success

At Celosphere 2025 in Munich, the process intelligence company addressed the fading AI hype and emphasized that operational context, not merely more AI models, is essential for enterprise AI to succeed.

Reality Check on Enterprise AI Impact

Unlike many software vendors still touting AI as a cure-all, Celonis presented a pragmatic view at its annual conference. Co-CEO Alex Rinke shared a key insight from IDC: only 11% of companies currently see measurable benefits from AI initiatives.

Process Intelligence as the Missing Link

Rinke argued that process intelligence delivers the crucial operational context that AI requires to drive real business value. This approach moves beyond model capabilities alone.

"I remember being on a Christmas vacation in 2022, and ChatGPT had just come out. I wasn't just terrorizing my family - I was also terrorizing everybody at Celonis. I was texting people like, 'This is going to change everything.' And I still believe it will and is starting to - but we've also all learned that it's harder than we thought."

Looking Forward

Celonis urges organizations to focus on integrating AI with process intelligence, providing the operational insight necessary to unlock AI’s true potential in enterprises.

Author’s summary: Celonis emphasizes that enterprise AI success depends on operational context provided by process intelligence, addressing the gap beyond AI models alone.

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Diginomica Diginomica — 2025-11-05

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