A new report from Google Cloud suggests that artificial intelligence is considerably impacting key business areas like marketing, security, and customer experience. The report, based on a survey of 3,500 senior leaders across global companies, aimed to identify practical AI applications and assess the return on AI investments.

The surveyed leaders represent organizations with at least $10 million in annual revenue and 100 employees, all actively using generative AI. according to the report, 55% of respondents view AI as a valuable marketing tool, aiding in data analysis, content creation, and editing. Nearly 60% of media and entertainment executives reported a positive impact on their marketing efforts due to AI.

The report also highlights AI’s role in bolstering security measures. AI-powered security tools are being used to detect intrusions and analyze security incidents automatically. Almost half (49%) of the surveyed executives indicated that AI has improved their cybersecurity posture, with 53% of that group reporting a reduction in security incidents.

Furthermore, executives reported improvements in customer experience through AI adoption. Approximately 62% of leaders stated that AI has enabled them to deliver enhanced customer service, up from 59% in a similar survey conducted in 2024. This year, 75% of leaders noted increased customer satisfaction consequently of AI implementations.

While 40% of respondents reported that AI has directly contributed to revenue growth, a critically important 70% indicated that AI has boosted employee productivity.

Oliver Parker, VP of Global Generative AI at google Cloud, noted that the report signals a shift from AI hype to a focus on tangible value within organizations.

These findings contrast with a recent MIT study,which revealed that despite U.S. businesses investing up to $40 billion in AI, 95% have yet to see a return on their investments or a positive impact on profits.

“The conversation has shifted to value.”