In The Black: Marketing And Sales Seeing Greatest Revenue Benefits From AI (New Report)

As AI continues to proliferate within companies — almost 9 in 10 (88%) surveyed by McKinsey say they regularly use it for at least one business function, up from 78% last year — there are some clear-cut functions that are seeing better revenue benefits than others.

“Revenue increases resulting from AI use are most commonly reported in use cases within marketing and sales, strategy and corporate finance, and product and service development,” says McKinsey’s article on the state of AI, which found each of those functions seeing a double-digit percentage increase from the previous 12 months.

  (Source: McKinsey)

McKinsey put a spotlight on “AI high performers,” or those who attribute a 5+% impact to AI or say they’ve seen significant value from AI use. Those high performers were 2.8 times as likely to have redesigned individual workflows, an activity which McKinsey says “has one of the strongest contributions to achieving meaningful business impact of all the factors tested.”

“These respondents are much more likely than others are to report use in marketing and sales, strategy and corporate finance, and product and service development,” the article says. “The findings also show that AI high performers’ use of AI is more often championed by their leaders.”

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