BCG’s 2023 Most Innovative Companies report highlights the top 50 leading innovators, outperforming the MSCI World Index on shareholder return by 3.3% points per year. Among them, Apple, Tesla, and Amazon secure the top three spots, while European representation remains scarce with Siemens as the only EU company in the top 20. Innovation-ready leaders excel in product, process, and business model innovations, building resilience to economic uncertainty. These companies leverage AI, engage with external partners, and drive digital innovation. During the 2009 economic downturn, only 58% of companies planned to increase spending, with 15% expected to cut innovation investment. Today, 66% of companies plan to increase spending, highlighting the growing importance of innovation in the corporate world.
The US is far ahead, Asia is growing
The United States continues to dominate the innovation landscape, with the top six companies on BCG’s list of the 50 most innovative companies being US-based. China’s BYD exemplifies Asia’s expanding role in innovation, making an impressive comeback to secure the 9th position. In contrast, Europe lags, as evidenced by Siemens being the only European company among the top 20. The limited representation of European organizations highlights the urgent need for the EU to cultivate a more innovation-centric ecosystem. Despite possessing the potential to produce global innovation leaders, Europe appears to be increasingly eclipsed by its US and Asian counterparts.
In the face of unparalleled economic uncertainties, innovation has emerged as a critical factor for businesses seeking to prosper and maintain a competitive edge. In 2023, 79% of companies ranked innovation among their top three priorities–an increase from 75% in 2022. This heightened emphasis on innovation has fueled a surge in investment, prompting 66% of companies to plan for increased spending. Notably, 42% of these companies intend to raise their investment by more than 10%.
AI: A Key Driver of Innovation
Artificial Intelligence (AI) has emerged as a driving force for innovation, with 61% of companies investing in AI and machine learning, which is 15 percentage points higher than investments in robotics and process automation. Approximately 83% of firms have implemented AI for innovation use cases, and 45% have successfully translated these into real business impact. Companies that invest in AI are considered idea-generation powerhouses, producing more than five times the ideas and twice the minimum viable products compared to other firms.
Justin Manly, BCG managing director, partner, and coauthor of the report, emphasizes the strong connection between innovation, growth, and advantage. He states that companies prioritizing innovation and being ready to act continue to widen their lead and deliver outsized returns. Michael Ringel, BCG managing director, senior partner, and coauthor, further adds that the best innovators create a self-reinforcing, virtuous cycle, with AI being a prime example. More ideas lead to a greater likelihood of finding the best use cases for AI, and implementing AI helps generate even more ideas, thus creating momentum and transformative competitive advantage.
