Global business confidence in revenue growth has reached a five-year low, according to the PwC 2026 Global CEO Survey, as many executives fail to turn investments-especially in artificial intelligence (AI)-into measurable returns. The report, which came out just as the World Economic Forum was underway in Davos, discloses deep uncertainties among more than 4,400 chief executives in 95 countries about what this coming year will bring both in terms of revenue growth and competitive advantage.
Only 30 % of CEOs report they are confident about their company’s revenue prospects over the next 12 months — down from 38 % in 2025 and 56 % in 2022 — highlighting increasing unease across industries amid rapid technological change and macroeconomic pressures.
AI as the Defining Divide Between Leaders and Laggards
One of the most striking findings is how AI is emerging as a defining fault line in company performance. While a majority of organizations have experimented with AI, only 12 % of CEOs say their AI initiatives have delivered both cost savings and revenue growth. Another 33 % report gains in either cost reduction or revenue generation, but over 56 % have seen little to no financial benefit from their AI investments so far.
Companies that have embedded AI extensively across products, services, customer engagement and strategic decision‑making are significantly more likely to see positive outcomes. These leaders have also invested in strong AI foundations — including responsible AI frameworks and enterprise‑wide integration — and are seeing measurable performance advantages, including nearly four percentage points higher profit margins than firms lagging in AI adoption.
External Risks Weighing on Confidence
Revenue hesitancy isn’t driven by technology alone. CEOs also cited geopolitical risks, tariffs and cybersecurity concerns as pressures on future revenue growth. Roughly one‑in‑five executives noted high vulnerability to tariff‑related financial loss, while cyber risk was named a major threat by around 31 % of leaders — showing that security and compliance remain front‑of‑mind in an interconnected global economy.
Implications for the Revenue Industry
For the Revenue industry, these findings signal a period of recalibration. Revenue teams and leaders — from sales and marketing to pricing and analytics — must navigate a landscape where confidence is tempered by uncertainty, and competitive advantage is increasingly tied to strategic use of technology.
1. Technology ROI and Revenue Operations
The slow translation of AI experiments into revenue gains highlights the importance of shifting from pilot programs to scalable, integrated AI revenue operations. Organizations that fail to operationalize AI across revenue workflows — including demand generation, pricing optimization and customer lifecycle management — risk falling further behind competitors who build AI into everyday decision‑making.
2. Data‑Driven Revenue Forecasting
With confidence waning, revenue leaders will need to bolster forecasting accuracy through better data integration, analytics and scenario planning. Firms that effectively combine financial, customer and operational data can better anticipate downturns and adjust strategies faster — a differentiator in uncertain markets.
3. Workforce and Capability Gaps
As technology reshapes revenue functions, organizations must close skills gaps in areas such as AI analytics, automation, and digital sales enablement. Leaders who invest in capability building are more likely to unlock the potential of new tools and accelerate revenue growth.
Business Effects Across Industries
“The results of this survey have implications for business operation inasmuch as most respondents: were employed
Strategic investments over experiments: There are likely to be more targeted investments in certain technologies and business models and less emphasis on experimentation and innovation since many CEOs are less certain about revenue growth.
Competitive differentiation by means of AI: Those organizations able to successfully implement the use of AI in core revenue-generating processes are very likely to gain increased market share and increase the bottom line.
More emphasis on risk management: Cyber threats and geopolitical risks will continue to feature prominently in planning, needing enhanced risk management.
In such an environment where, despite reduced Confidence, Technological Transformation is not evenly adopted, the PwC 2026 CEO Survey has highlighted that translating innovation into consistent and reliable growth will be one of the defining challenges for businesses in the coming year itself.
