If video is the future of go-to-market (GTM) strategy, then the future is here and it’s powered by AI. According to a new research report from Vidyard titled The Future of Revenue, video adoption is exploding across sales and marketing teams, particularly those embracing agentic AI tools. But there’s a catch: while adoption is high and outcomes are promising, most teams still aren’t measuring video in ways that matter to revenue leaders.

That’s the key finding from a survey of over 650 senior GTM professionals across the U.S. and Canada, revealing that although 93% of leaders using video report positive results, nearly 57% either don’t measure video performance at all or track usage without tying it to revenue.

In an environment where every line item needs to prove ROI, that’s not just a missed opportunity—it’s a risk to long-term competitive edge.

“Video is now table stakes,” said Michael Litt, Co-Founder and CEO of Vidyard. “The early adopters who align on strategy and measurement will win more pipeline, drive more revenue, and give sellers back time to focus on what matters most—building customer relationships.”

Why AI-Powered Video Is Winning Deals Faster

According to the report, GTM teams that combine video with agentic AI—autonomous systems that take initiative and assist strategically—see accelerated deal cycles, improved conversion rates, and higher prospect engagement.

Stats from the report:

• 47% of GTM leaders who track video-specific KPIs say they hit revenue targets more easily.

• 44% report better conversion rates at key funnel stages.

• 76% are more likely to accelerate deal cycles when combining video and AI.

• Teams using agentic AI save an average of 16 hours per week—the equivalent of 104 workdays a year.

That’s not just efficiency. That’s operational transformation.

The Measurement Gap: A Red Flag in a Greenfield Market

Despite AI video’s surge in usage, nearly 1 in 4 GTM leaders don’t measure performance at all, and another 35% track usage without connecting it to business impact. This blind spot undermines what should be a high-confidence investment and leaves marketing and sales teams vulnerable to budget scrutiny.

“In a macroeconomic environment where every dollar must be justified, agentic AI-powered video should be an easy decision,” Litt noted. “But without measurement, you're flying blind.”

This raises a fundamental question: if video works, why aren’t more teams proving it?

Agentic AI Gains Ground: It’s No Longer Experimental

Beyond video, the report makes a strong case that agentic AI has officially entered GTM operations.

• 38% of teams are already using agentic tools as part of their strategy.

• Another 46% are actively exploring adoption.

• A staggering 92% of existing users report noticeable performance impact.

The biggest benefits? Freeing up time for strategic work, boosting engagement, and driving more high-value interactions.

These findings validate a broader shift underway in martech: from workflow automation to intelligent orchestration. The platforms that not only automate but think will win.

From Hype to Revenue: The Call to Action for CMOs and CROs

While the promise of AI video is widely accepted, the report sounds a warning: success depends on alignment between execution and measurement.

The data shows that teams who measure video’s impact on revenue are significantly more likely to:

• Improve prospect responses

• Shorten deal cycles

• Hit pipeline and revenue KPIs faster

It’s a clear signal to CMOs, CROs, and GTM strategists: AI-powered video isn’t just a “nice to have.” It's a performance multiplier—but only if it's tracked against real outcomes.

Vidyard’s Strategic Position in the AI Video Ecosystem

Vidyard has emerged as a top player in this evolving space by integrating video hosting, AI video messaging, digital sales rooms, and autonomous sales assistants into a unified GTM platform. More than 100,000 companies rely on the platform to boost prospecting, storytelling, and buyer engagement.

With a growing number of AI tools entering the martech market, Vidyard’s hybrid approach—combining ease-of-use with performance visibility—sets it apart.

The Takeaway: AI Video Is Here. Measurement Must Catch Up.

Vidyard’s The Future of Revenue report is both a celebration of AI video’s success and a wake-up call for the GTM world. Adoption without attribution is a recipe for stagnation. And in a results-driven market, that’s a luxury no team can afford.

Those who harness agentic AI video and tie it to KPIs will have the edge. The rest? They’ll still be asking for budget while their competitors close the deal.

About the Study
Vidyard conducted the survey between April 7 and 11, 2025, polling over 650 senior-level sales and marketing professionals in the U.S. and Canada. The study holds a 95% confidence level with a +/- 3.8% margin of error.

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