New Delhi, June 2 -- Despite a sharp rise in artificial intelligence (AI) spending by companies, only a small fraction is able to demonstrate a measurable impact on revenue, according to Comviva's Global CMO Survey Report 2026.

The report, titled "The AI Efficiency Divide: Measuring AI's Real Value Beyond the Hype", found that 90 per cent of organisations increased their AI marketing investments over the past two years, but only 12 per cent can quantify the revenue generated by those investments.

"90% of organisations increased AI marketing investment in the past two years. Yet only 12% can quantify the revenue it generates," the report said.

The report noted that AI adoption has moved beyond experimentation and is now becoming a mains...