The value of digital and AI is real and sizeable. Evidence suggests that companies that have leading digital and AI capabilities outperform laggards by two to six times on total shareholder returns (TSR). The digital leaders in insurance have five-year growth in TSR that is six times higher than lagging companies. Consumer packaged goods (CPG) and retail leaders perform three times better than peers in their sector, while companies in energy, materials, and agriculture perform two times better. By integrating digital and AI throughout the entire customer journey, thereby reducing friction points, leaders extended their advantage in online sales.