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ChurnZero study finds AI investment is outpacing measurement in customer success

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ChurnZero study finds AI investment is outpacing measurement in customer success

ChurnZero, the AI platform and partner for customer growth, released its 2026 Customer Revenue Leadership Study, revealing a disconnect between AI’s growing influence on customer-facing organizations and leaders’ ability to measure its business impact.

Based on responses from 580 customer success and revenue leaders at B2B software and services companies, the study found that while AI usage is nearly universal, adoption remains largely tactical. Sixty-three percent of leaders rate their AI maturity as tactical or operational, while just 16% report that their organizations have reached the strategic or AI-driven level.

AI is already influencing consequential decisions about where B2B companies spend and who does the work. Key findings include:

Read More on Fintech : Global FinTech Interview: AI and the future of fintech with Hugh Cumming, CTO, Vena

The study also found that while net revenue retention (NRR) has been flat since 2024, 65% of the most AI-mature teams reported NRR of 100% or higher. The findings suggest that while AI is changing how customer teams work, its impact has not yet appeared in the primary metric by which many customer success organizations are ultimately judged.

“For the first time, we don’t have to tell customer success teams to use more AI. They’re already doing it,” said YouMon Tsang, co-founder and CEO of ChurnZero. “Now comes the harder part: proving its ROI. This research gives teams a way to benchmark their progress and identify where AI can have the greatest impact.



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