The artificial intelligence revolution was a real trend in 2024, with The S&P/ASX 200 Information Technology Index (ASX: XIJ) gaining an astounding 49.54% over the year.
As the AI revolution marches on, it isn't just the technology sector that can benefit from AI.
Companies across a variety of sectors are benefiting from the integration of artificial intelligence.
At the 2025 Macquarie Australia Conference, the impact of AI was discussed and the broker released a report on the companies seeing a positive impact of AI integration.
Key findings
According to Macquarie, AI was a talking point across the conference with discussion by multiple companies.
Research from the broker shows global private AI investment is set to reach $US158 billion in 2025. This is up significantly from $US92 billion in 2022.
The report identified four companies with investment and success implementing AI systems.
Qantas Airways Ltd (ASX: QAN)
Macquarie said the airline is benefiting from more efficient communication on delays and improved labour productivity thanks to AI.
According to the report, there are three areas of AI opportunity for the company:
- Driving better outcomes for customers – i.e. enhanced communication, particularly when things don't go to plan
- Operations improvement –i.e data to deliver on-time performance
- Overhead and head office efficiencies –procurement savings identified through AI.
Origin Energy Ltd (ASX: ORG)
Macquarie noted the change to the company due to the integration of Kraken AI.
Origin Energy has integrated Kraken AI to enhance its operations, customer service, and support Australia's transition to renewable energy.
Kraken is a cloud-based, AI-powered operating system tailored for the energy sector. It automates various aspects of the energy supply chain, including customer management, billing, and the integration of distributed energy resources like solar panels, batteries, and electric vehicles.
According to Macquarie,
The platform (Kraken) has changed ORG's operations by improving customer experience and driving growth across product lines with migration complete. Kraken's AI capabilities have enabled a 25% reduction in retail back-office employees over 17 months.
ORG noted 8,000 customer enquiries per day with ~60% of responses drafted by AI. ORG is seeking to leverage Kraken further in the coming 12 months to widen the difference between it and the competition.
Other winners according to Macquarie
Macquarie also noted that Westpac Banking Corp (ASX: WBC) has positive AI impacts to the workforce being seen.
According to the report, there is opportunity from AI to assist WBC staff when dealing with customers facing scams and fraud.
Lastly, Aurizon Holdings Ltd (ASX: AZJ), a rail hauler of coal from mine to port in QLD and NSW was listed by the broker as a company benefiting from AI integration.
AZJ has been able to reduce maintenance planning staff with roles automated through investment in maintenance optimisation software.
