A new research report from Gong, a leading Revenue‑AI company finds that artificial intelligence is no longer just a tool used by a few, but is now a trusted decision‑maker for many revenue teams across the world.
According to the latest “State of Revenue AI” report, seven in ten enterprise revenue leaders say they now regularly rely on AI to make business decisions.
The findings are based on an analysis of 7.1 million sales opportunities across more than 3,600 companies, along with a survey of over 3,000 global revenue leaders.
Importantly, the research reveals strong performance gains among those who integrate AI deeply into their go-to-market strategies: companies using AI as a core driver are 65% more likely to increase win rates compared to peers.
Even more striking revenue teams leveraging AI reportedly generate 77% more revenue per representative than those not using AI, representing a six‑digit increase per rep.
What This Means for the Revenue Industry
From Assistive Tool to Strategic Partner
The report suggests that AI has moved beyond being a mere productivity enhancer or admin assistant — it is now part of strategic decision-making. For revenue teams, this shift means decisions about deals, pipelines, forecasting, and resource allocation will increasingly be shaped by data-driven AI insights, not just human judgment.
That transition is significant. As AI takes a central role, revenue operations (sales, customer success, forecasting, account management) are likely to become more data‑centric, responsive, and efficient. Organizations that adopt AI deeply stand to benefit from higher win rates, better deal timing, and improved sales productivity.
Boost in Productivity and Change in Sales Workflow
Gong’s research highlights key operational changes: AI reduces administrative burdens — CRM updates, data entry, logging notes — freeing up sales professionals for more customer‑facing and strategic work.
That means more time for outreach, meetings, account planning, and deal‑shaping — a shift that could significantly improve efficiency and output per sales rep.
As many firms commit to productivity as their top growth lever in 2026, AI becomes a critical backbone enabling that shift.
Job Roles Evolving – Not Disappearing
Contrary to fears that AI will replace sales staff, the report indicates a more nuanced reality. 43% of respondents expect AI to transform jobs — changing daily tasks and workflows — without cutting headcount.
Around 21% anticipate new revenue‑related roles emerging as organizations adopt AI more deeply.
In other words, AI is a job-shaper, not a job‑killer — shifting focus from administrative tasks to strategic, high-value activities like deal strategy, customer relationships, and revenue orchestration.
Also Read: Clari and Salesloft Join Forces to Introduce First “Predictive Revenue System”
Broader Effects on Businesses
Greater Revenue Predictability and Scaling Potential
AI-driven insights in revenue workflows help businesses forecast better. They also improve win-rate visibility and pipeline management. For companies growing quickly or operating in different regions, this enhances predictability and lowers revenue volatility.
Competitive Advantage for Early Adopters
Firms that fully embrace AI for forecasting, deal analysis, and customer engagement can outpace competitors who stick to traditional sales methods. This results in higher revenue per rep and better win rates, giving them a clear edge.
Lower Friction and Better Use of Sales Talent
Automating routine tasks helps businesses use their sales teams better. Sales roles can shift to focus on strategy, building relationships, and engaging in high-impact activities. This change may improve employee satisfaction and retention.
Pressure on Lagging Firms and Future of Revenue Operations
Companies that resist AI adoption risk falling behind. They may face slower response times, missed deals, and lower productivity. There will also be weaker visibility into pipeline health. As AI becomes more common, revenue operations might standardize around AI-driven workflows and expectations.
Conclusion
The latest research from Gong signals a pivotal moment for the revenue industry: AI is no longer optional or experimental, it’s becoming central to revenue decision‑making, execution, and success.
For businesses and revenue teams, the message is clear: adopting AI deeply may unlock substantial gains — from improved efficiency and output to higher win rates and revenue per rep. Organizations that combine human judgement with AI’s data‑driven insights are likely to emerge as front‑runners in the evolving, AI‑enabled revenue landscape.
