AI and Revenue Complexity Reshape the CFO Role
More than three-quarters of UK finance leaders report that their roles have expanded this year, with managing AI emerging as the primary driver of this growth. The Salesforce CFO Priorities Report, based on a survey of 865 finance leaders across three continents, highlights how rising revenue complexity is straining finance teams. 69% of respondents now manage multiple revenue models, and 73% sell through more channels than they did a year ago.
AI is proving to be a critical tool for managing this complexity. 89% of finance leaders using AI report a positive return on investment (ROI), but adoption remains cautious due to concerns around security, governance, and cost. The report underscores that AI is not just a technological tool but also a financial responsibility. Over half of the finance leaders cite security (51%) and governance (49%) as top blockers to expanding AI use.
The survey reveals that the CFO role is evolving beyond traditional financial oversight. 46% of finance leaders now consider themselves primary decision-makers in their company’s AI strategy. This shift means that CFOs are increasingly involved in determining where AI should be deployed, what data it can access, and how its impact should be measured. According to Sam Chung, Chief Customer Officer at Agentforce Revenue Management, AI decisions now reach finance as questions about risk, control, and accountability rather than just budget requests.
Despite the benefits, challenges remain. Many finance teams still rely on manual processes, with 60% completing at least one in five workflows manually, often via spreadsheets. However, AI agents are helping to streamline these processes, with 90% of users reporting benefits in time savings, productivity, cost savings, and forecast accuracy. The report suggests that finance leaders are approaching AI with a clear focus on business value, balancing its potential with the need for robust governance and security measures.