According to a survey conducted by Comviva, 90% of Indian companies have increased their spending on artificial intelligence initiatives. However, only 12% of these firms can demonstrate a clear impact of AI investments on their revenue. The report highlights the growing pressure on marketing leaders to justify AI budgets despite challenges in measuring the return on investment. This gap suggests that while AI adoption is rising rapidly across sectors, many organizations struggle to quantify its financial benefits, reflecting broader issues in AI performance measurement and accountability within Indian businesses. Report highlights growing pressure on marketing leaders to justify AI budgets amid measurement challenges.