Artificial intelligence sounds exciting. Every business event and LinkedIn post talks about it. AI is anticipated to help companies grow faster and work smarter. Many companies have already spent money on AI tools and software because of this.
The picture is not so impressive when we look at real results…
A recent survey by PwC shows that most companies have not earned more money or saved costs from AI so far. The survey asked more than four thousand CEOs from many countries about their experience with AI. What they shared show that AI is still a work in progress most businesses.
What the Survey Looked At
PwC spoke to 4,454 CEOs from 95 different countries. These leaders were asked a simple question.
Has AI helped your company increase revenue or reduce costs in the last year?
The answers were honest and surprising.
The Main Result
More than half of the CEOs said AI has not helped them make more money or save costs.
This does not mean companies are not using AI. It means the results are not strong enough to show on the balance sheet.
Here is the data in a table.
| Result from AI | Percentage of CEOs |
| No increase in revenue or cost savings | 56 percent |
| Revenue increased because of AI | 30 percent |
| Costs reduced because of AI | 26 percent |
| Costs increased after using AI | 22 percent |
| Both revenue increase and cost savings | 12 percent |
PwC counted changes only if they were two percent or more. Small changes were ignored.
The most important number here is twelve percent. Only a small group of companies managed to earn more money and reduce costs at the same time using AI.
Who Is Actually Doing Well With AI
PwC studied the companies that did see clear benefits. They found that these companies were doing a few things differently.
These companies did not just try AI randomly. They planned properly.
Here is what they usually had.
• A clear idea of where AI fits in the business
• Systems that allow AI to work with existing software
• Clean and organised data
• Rules on how AI should be used responsibly
PwC called these companies the leading group. They were not experimenting blindly. They were building AI step by step.
Most Companies Are Still Testing AI
For many companies, AI is still new. They are trying tools here and there.
Some use AI to write content.
Some use AI for reports.
Some use AI for chat support.
These uses can save time, but they do not always lead to more sales or lower costs. That is why results remain limited.
AI works best when it is used across the business, not in small corners.
AI Use in Marketing Is Still Low
Marketing is always seen as an easy place to implement AI. Things like lead generation and customer targeting can all use AI. Let’s be real: The survey shows that deep use is rare.
Only twenty-two percent of CEOs said their company uses AI largely for demand generation. Demand generation signifies attracting consumers and creating sales opportunities.
Only nineteen percent said AI is used soundly to improve products or consumer experience.
This shows that most companies are still at an early stage. Many are talking about AI! But you know what? Fewer are using it fully.
CEOs Are Less Confident About Growth
The survey also asked CEOs how confident they feel about revenue growth in the coming year.
The answers show growing concern.
Only thirty percent of CEOs said they feel very confident about revenue growth in the next twelve months.
Last year, this number was thirty-eight percent.
In 2022, it was fifty-six percent.
This drop shows that business leaders are feeling pressure. Markets are uncertain. Costs are rising. Competition is tough.
In such times, AI is expected to help. When it does not deliver quickly, frustration grows.
This Matches What Marketers Are Experiencing
Other studies show similar feelings.
A LinkedIn report found that many B2B marketers feel confused and stressed by AI. New tools come out too fast. It is hard to know what to trust.
A Gartner study found that many marketing teams are using AI, but most marketing leaders have faced problems with AI-driven campaigns. Results were not always reliable.
In simple terms, people are using AI, but they are still learning how to use it properly.
Why AI Is Not Giving Results Yet
There are clear reasons why AI is not paying off for many companies.
AI Is Used in Small Tasks Only
Many companies use AI for small things. Writing content. Summarising data. Creating images. These save time but do not change revenue much.
Data Is Not Ready
AI needs good data. Many companies have messy data. When data is poor, AI gives weak results.
No Clear Business Goal
Some companies use AI because it is popular. Without a clear goal, AI becomes just another tool.
Too Much Expectation
Many leaders expect quick success. AI usually needs time, testing, and adjustment.
What PwC Says Companies Should Do
PwC advises companies to focus on the basics before expecting results.
Here is the advice.
• Decide clearly what AI should help with
• Connect AI with existing systems
• Improve data quality
• Set rules for safe and responsible AI use
• Measure results honestly over time
AI is not magic. It works when it supports the business, not when it replaces thinking.
What This Means for Marketing Teams
For marketers, this survey is a reminder that struggle is normal.
If AI has not transformed your results yet, you are not behind. Most companies are in the same place.
Instead of using many tools, it is better to use fewer tools properly. AI should support strategy, not confuse it.
Learning slowly and improving step by step is better than rushing.
Final Words
AI is powerful, but it is still settling into real business life.
Most companies are experimenting. Few have mastered it. That is normal for any new technology.
The companies that succeed will be patient. They will build strong systems, clear goals, and realistic expectations.
For now, the message is simple.
AI has potential. But real value takes time.
