Artificial intelligence is often sold to businesses as a way to cut costs and automate work. But McKinsey’s latest survey suggests that some of the most important AI opportunities may lie on the revenue side of the business.
Respondents most commonly reported AI-driven revenue gains in marketing and sales and product or service development, according to McKinsey’s 2026 global survey.
The finding marks an important shift in the corporate AI conversation.
Early enterprise AI deployments were frequently focused on automation, productivity and cost reduction. Companies are now increasingly exploring how AI can help generate new revenue, improve customer targeting, develop products and create new services.
Marketing and sales are particularly suited to AI applications because companies have large volumes of customer and market data that can be analysed to identify patterns and opportunities.
AI can also support the creation and personalisation of content, customer interactions and sales processes.
Product and service development is another area where AI is having an impact. Companies can use AI to analyse customer needs, accelerate product development and explore new features or services.
However, the report also shows that the financial impact of AI remains uneven.
Only 37% of respondents said AI had contributed positively to their organisations’ EBIT, despite 80% reporting productivity improvements at an individual level.
This suggests that generating revenue from AI requires more than simply adding AI capabilities to existing products or marketing operations.
The strongest companies are likely to integrate AI into broader business strategies.
McKinsey found that AI high performers are more likely to use the technology for growth and innovation in addition to efficiency. They are also more likely to fundamentally redesign workflows and measure the impact of AI initiatives.
For corporate leaders, this could mean the next AI question is not “How many hours can AI save?”
It may increasingly be: “How much additional revenue can AI help us create?”
That shift could make marketing, sales and product teams central players in the next stage of the enterprise AI boom.
