Eden McCallum Study Finds GenAI Revenue Impact Remains Minimal Despite Growing Adoption

Summary

A new study from consulting firm Eden McCallum, published in February 2026, finds that while executive enthusiasm for generative AI remains strong entering the fourth year of the AI hype cycle, tangible revenue impact from GenAI investments is still minimal. Only one in ten respondents reported changes to revenue resulting from their AI investments, despite the majority of executives who sanctioned expensive GenAI transformations perceiving a broadly positive impact. The study tracks a steady i