Study: AI Delivering Revenue Growth, But Most Organizations Are Still Early in Their Journey

Artificial intelligence is no longer an experimental technology for sales and marketing organizations. It is increasingly becoming a competitive advantage.

According to new research from Allego, 77% of organizations report AI is already contributing to increased revenue, while 88% of revenue leaders plan to increase AI investments over the next year. Yet despite the momentum, nearly two-thirds of organizations remain in the early stages of AI adoption, suggesting the biggest gains may still lie ahead.

The findings come from Allego’s 2026 AI in Revenue Enablement Report, a survey of more than 300 revenue enablement leaders across sales, marketing, customer success, and business development functions.

From Productivity Tool to Growth Strategy

For many organizations, AI adoption began with simple use cases such as content creation, meeting summaries, and administrative automation. Increasingly, however, companies are moving beyond productivity gains and embedding AI into core business processes that directly impact revenue generation.

The report found that organizations are seeing measurable improvements across the entire revenue lifecycle.

Among respondents:

• 84% reported improved coaching quality through AI-driven coaching and role-play tools.
• 83% reduced onboarding time for new sales professionals.
• 80% improved sales effectiveness.
• 73% shortened sales cycles.
• 87% said AI increased marketing’s contribution to pipeline generation.

The findings suggest AI is becoming less about replacing individual tasks and more about improving organizational performance.

Marketing Takes on a Bigger Role

One of the more notable findings is the growing influence of marketing in AI-driven revenue enablement strategies.

More than half of respondents said marketing now plays a leading role in AI initiatives, while 83% reported AI helps marketing teams create and adapt sales content faster and more effectively.

This shift reflects a broader trend occurring across industries. AI is helping break down traditional silos between sales, marketing, training, and customer success by creating shared content, insights, and learning environments that can scale across organizations.

For companies facing talent shortages, rapid growth, or increasing customer expectations, those capabilities can create meaningful advantages.

The Rise of Agentic AI

The research also highlights growing interest in agentic AI, the next evolution of artificial intelligence systems.

Unlike traditional AI tools that simply generate content or answer questions, agentic AI can recommend actions and execute tasks independently within defined parameters.

More than half of survey respondents reported they are already using or piloting AI systems capable of assigning training, generating content, recommending next actions, or triggering follow-up activities.

The findings indicate that organizations are beginning to move beyond experimentation and explore how AI can actively participate in workflows rather than simply assist users.

Significant Opportunity Remains

Despite the strong results, the report found that most organizations are still in the early stages of adoption.

Sixty-three percent of respondents classified their organizations as being in the initial phases of AI maturity.

That mirrors what many business leaders are seeing across industries, including construction, engineering, manufacturing, and economic development. While awareness of AI is widespread, fully integrating the technology into daily workflows, business processes, and operating models remains a work in progress.

The organizations reporting the strongest outcomes are typically those that move beyond isolated pilots and integrate AI into how teams learn, collaborate, sell, and make decisions.

“The conversation has shifted from whether organizations should adopt AI to how effectively they can translate AI into business outcomes,” said Yuchun Lee, CEO and co-founder of Allego.

Lessons Beyond Sales and Marketing

While the report focuses on revenue organizations, its findings carry implications for project-based industries as well.

Construction firms, engineering companies, developers, manufacturers, and infrastructure organizations are facing many of the same challenges identified in the study: workforce shortages, onboarding challenges, knowledge transfer, productivity improvement, and the need to scale expertise across growing teams.

Much like sales organizations are using AI to improve coaching and accelerate onboarding, contractors and project teams are increasingly exploring AI applications for training, safety, project management, estimating, procurement, and operational decision-making.

The lesson emerging from the latest research is clear. The greatest value from AI may not come from automating individual tasks. It may come from embedding intelligence directly into business processes and creating systems that help people perform at a higher level.

Organizations that successfully make that transition could gain a meaningful advantage in the years ahead.

As AI investment continues to accelerate, the question for many leaders is no longer whether to adopt AI. It is how quickly they can move from experimentation to transformation.