Procedures of businesses that successfully use AI to improve RoI

Whatever the business use—marketing, customer behavior tracking, etc.—even though data providers promise 67%, 79%, whatever% RoI, it’s been my experience that managers expect fancy tools and programs will do all the hard work for them. Then, when they don’t reach the RoI they expected, they blame the programs rather than their use or expectations. So, for those businesses that find the most success with data platforms, what are the common denominators in HOW they use these programs? Are there any general best practices for use of data platforms? Or is that too broad, and we can only say that there are best practices for use of specific platforms (for example, marketing data platforms)?