Introduction to AI Investments
Most companies have not seen financial returns from their AI investments, according to PwC’s 29th Global CEO Survey. The survey of 4,454 chief executives across 95 countries found that 56% report neither increased revenue nor lower costs from AI over the past 12 months.
What The Survey Found
The survey revealed that about 30% of CEOs said their company saw increased revenue from AI in the last year. On costs, 26% reported decreases while 22% said costs went up. PwC defined “increase” and “decrease” as changes of 2% or more. Only 12% of companies achieved both revenue gains and cost reductions. PwC called this group the “vanguard” and noted they had stronger AI foundations in place, including defined roadmaps and technology environments built for integration.
AI Adoption in Marketing
For marketing specifically, the numbers suggest early-stage adoption. Just 22% of CEOs said their organization applies AI to demand generation to a large or very large extent. The company’s products, services, and experiences showed similar numbers at 19%. This indicates that most companies are still in the early stages of applying AI to customer acquisition at scale.
Why This Matters
The survey adds data to a pattern of AI adoption. A LinkedIn report found 72% of B2B marketers felt overwhelmed by AI’s pace of change. A Gartner survey showed 73% of marketing teams were using AI, but 87% of CMOs had experienced campaign performance problems. The 22% demand generation figure gives marketers a rough benchmark for how their AI adoption compares to the broader executive population.
Key Findings
PwC’s framing is direct: “Isolated, tactical AI projects often don’t deliver measurable value.” The report adds that tangible returns come from enterprise-scale deployment consistent with company business strategy. CEO confidence in near-term growth has declined, with only 30% saying they were very or extremely confident about revenue growth over the next 12 months.
Looking Ahead
PwC recommends companies focus on building AI foundations before expecting returns. That includes defined roadmaps, technology environments that enable integration, and formalized responsible AI processes. For marketing teams evaluating their own AI investments, this survey suggests most organizations are still working through the same questions.
Conclusion
In conclusion, while AI has the potential to bring significant benefits to companies, most organizations have not yet seen financial returns from their AI investments. To achieve tangible returns, companies need to focus on building strong AI foundations, including defined roadmaps and technology environments that enable integration. By doing so, companies can unlock the full potential of AI and achieve significant revenue gains and cost reductions.