Most people I talk to justify their AI investment with cost savings. Faster processes, fewer manual steps, more efficient support. That's fine. But it's only half the picture.
What I see among our customers, particularly in the security industry, is that AI is starting to create entirely new revenue streams.
IDC has now put numbers on it. Their Frontier Firms study (4,000 organisations, November 2025) shows that GenAI investments deliver an average of 2.8x ROI globally. In Western Europe, the figure is 2.7x. Agentic AI — AI that doesn't just answer but acts — already delivers 2.4x in Europe despite most implementations still being in pilot or testing phase.
What the returns actually consist of
What's interesting is what the returns consist of. 51% of organisations cite improved accuracy and consistency as the most important effect. 45% mention time savings. 40% improved customer experience. It's not just about doing the same things cheaper. It's about doing better things.
Concrete examples
A security company with international operations used Walma's platform to build a sales support agent. The agent helps salespeople with product information, quote support and argumentation, adapted by market and customer. The result wasn't just that salespeople worked faster. They started selling products they hadn't sold before, because the agent knew more about the range than any individual salesperson could.
Another example. A technical knowledge agent for installers. Collects product documentation, manuals and installation data in one place. Installers get faster and more accurate answers in the field. It reduces errors and saves time, yes. But it also means the company can take on more jobs per week.
The market confirms the shift
Microsoft's Data Security Index 2026 shows that 92% of surveyed decision-makers have confidence in using GenAI to strengthen data security. Confidence is growing. And with it, the willingness to do more.
IDC shows the same trend: 67% of Frontier firms are already monetising their GenAI investment, and 44% of all organisations plan to use industry-specific AI use cases to increase revenue within 24 months. The shift from "saving money" to "making money" is happening now.
When the support team handles 40% of cases automatically, time is freed up for proactive customer contact. When salespeople have an AI that knows the product range better than they do, new markets open up. When installers work faster, the company can take on more customers without hiring.
That's where we at Walma see the real change. Not AI that saves money. AI that makes money.
The question you should be asking
The question for your company isn't whether AI can make your operations more efficient. It can. The question is what new offerings become possible when your employees have access to the right information in real time.
