BANGLADESH, 25 August 2025 – Chief Financial Officers (CFOs) in Asia Pacific (APAC)
have fundamentally shifted their approach to Artificial Intelligence (AI), according to new research from Salesforce,
moving from cautious spenders to strategic investors who are betting on AI not
just for cost-cutting, but as a crucial engine for long-term revenue growth.
A striking 63% of APAC CFOs reported having a conservative AI strategy in 2020. Fast forward to today, and that number has plummeted to a mere 3%. This rapid transformation highlights a widespread recognition among financial leaders that AI is no longer just an emerging technology but a crucial tool for enhancing efficiency, optimizing operations, and, critically, driving long-term growth.
CFOs' fundamental rethinking of tech investment ROI, according to the data, explains this transformation. Half (50%) of APAC CFOs say AI agents — digital labor capable of performing tasks autonomously — are changing how they evaluate ROI, measuring the success of technology investments beyond traditional metrics to encompass a broader range of business outcomes.
“The introduction of digital labor isn’t just a technical upgrade — it represents a decisive and strategic shift for CFOs,” said Robin Washington, President and Chief Operating and Financial Officer at Salesforce. “With AI agents, we’re not merely transforming business models; we’re fundamentally reshaping the entire scope of the CFO function. This demands a new mindset as we expand beyond financial stewards to also become architects of agentic enterprise value.
Last year, in fact, 65% of global CFOs faced pressure to accelerate tech investment ROI. Today, they recognize the value of AI isn’t just about short-term cost-cutting, but also long-term business outcomes like revenue generation, productivity gains and improved decision-making. – things AI agents are uniquely suited to improve.
“The ROI of older technology often depends on immediate, measurable results,” said one CFO survey respondent, “while AI’s returns may accrue over the long term through an ongoing process and new business models.”
By the numbers:
More APAC CFOs shift from conservative to aggressive AI strategies
- Five years ago, almost
two-thirds (63%) of CFOs in APAC adhered to a conservative AI strategy and
a third (33%) did so until just two years ago.
- Now, just 3% of APAC CFOs
maintain a conservative AI strategy, and a third have officially adopted
an aggressive approach.
APAC CFOs are dedicating nearly a quarter of their AI budget to agents, and it is fundamentally reshaping their spending perspectives.
- On average, APAC CFOs report
dedicating 23% of their current, total AI budget on AI agents.
- 60% of APAC CFOs say AI
agents/digital labor are critical, and will continue to be critical, to
compete in the current economic environment.
- 62% of APAC CFOs say AI
agents/digital labor is changing their perspective on how their business
spends money.
- Almost a third (32%) say
AI requires them to have a bolder mindset around technology investments.
APAC CFOs report AI agents both reduce costs and
boost revenue by taking on routine and strategic tasks
- 75% of APAC CFOs believe that
AI agents will not only cut costs, but drive revenue.
- CFOs implementing AI agents
expect agents will increase company revenue by almost 20%.
- 77% of APAC CFOs say AI agents
will transform their business model.
- 58% of APAC CFOs think AI
agents will take on more strategic work than routine tasks.
APAC CFOs Embrace AI As a Strategic Partner
- 83% of APAC CFOs are
increasingly using AI to make business decisions.
- The top three tasks APAC CFOs
are delegating to AI agents are risk assessments (85%), financial
forecasting (65%), and profitability assessments (58%).
Agentic AI is changing how APAC CFOs evaluate ROI — moving beyond traditional metrics to encompass a wider range of business outcomes
- 50% of APAC CFOs say AI agents
change how they evaluate ROI.
- “Traditional technology
investments mainly focus on immediate financial returns that can be
easily visible, but AI benefits are a mix of long and short term
duration. KPIs are focused based on business outcomes.” - CFO Survey
Respondent
- With the introduction of
agents, top factors to evaluate AI ROI in APAC are now expansive,
encompassing more than just direct savings and near-term benefits:
- Productivity or efficiency
improvements (#1)
- Risk and compliance
improvements (#2)
- Cost savings or avoidance (#3)
- CFOs also view AI as a valuable
way to ensure ROI through better financial control.
- “AI provides real-time budget
tracking, which improves forecasting accuracy and helps protect ROI from
overspending through better financial control,” - CFO Survey Respondent
- For CFOs, redefining ROI
requires a mindset shift from valuing short-term to long-term success
- The two main concerns keeping
APAC CFOs up at night regarding their AI strategy are security or privacy
threats (68%) and the long time to ROI (62%).
o “Other technology does not typically involve the ethical risks AI
does, if AI goes wrong, the reputational cost affects ROI in ways regular tools
never would.” - CFO Survey Respondent
o “The ongoing investment required for retraining, monitoring, and
improving AI models makes ROI more fluid than for fixed-function tools.” - CFO
Survey Respondent
More information:
- Read the global newsroom post
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Methodology
Salesforce conducted a double-blind online
survey in partnership with Morning Consult among 261 global Chief Financial
Officers (CFOs) from 24 countries across AMER, EMEA and APAC. In APAC, 60
respondents were surveyed across Australia, India, Japan, New Zealand,
Singapore and South Korea.
About Salesforce
Salesforce helps organisations of any size
reimagine their business with AI. Agentforce — the digital labour solution for
enterprises — seamlessly integrates with Customer 360 applications, Data Cloud,
and Einstein AI to create a limitless workforce, bringing humans and agents
together to deliver customer success on a single, trusted platform. Visit www.salesforce.com for more information.