Navigating zones of speculation, scepticism, and substance in the industry’s AI pursuits
Montreal, QC (Feb. 23, 2026) – With recent upheaval in the software/SaaS space—driven by AI’s ramifications for commercial software, technology strategies, and operating models—the question of ROI from agentic and generative AI pursuits has come to the forefront. Like other industries, the capital markets industry is reaching a critical juncture.
Financial institutions are entering a “zone of disillusionment” with their GenAI initiatives and are looking to ramp up AI agents. Amid expanding use cases, constrained resources, and escalating costs tied to capability development, how can organizations substantiate measurable return on investment (ROI) throughout their AI journey?
- Firms have largely exhausted generic use cases, such as note-taking, earnings-call summaries, general research, and PR/marketing drafts.
- Attention is shifting toward advanced, vertical business applications and connected workflows that draw on—and interact with—internal and external data sources.
- Following POCs, technology groups are facing increased pressure from senior leadership/CXOs to demonstrate scaled improvements and tangible ROI; however, true success stories have yet to emerge, but momentum continues to grow.
Due to significant costs in scaling AI enablement, firms must carefully discern and select their AI investments. We expect AI investment to bifurcate into “haves” and “have-nots,” with larger, Tier 1 firms currently leading the charge in capital markets by going beyond subscale proof-of-concepts, generic/narrow use cases, or peripheral projects.
This study shares Celent’s latest perspectives, based on our latest industry surveys and conversations with firms. We also proposes a strategic framework and industry examples illustrating where and how firms are pursuing different AI investment zones, along with learnings on how to crack the ROI dilemma.
Subscribing clients can access the full report through their Capital Markets research membership. For more in-depth research around future buyside, sellside and market infrastructure trends and technology insights, please explore Celent’s Capital Markets practice.
About Celent
Celent is a research and advisory firm dedicated to helping financial institutions formulate comprehensive business and technology strategies. Celent publishes reports identifying trends and best practices in financial services technology and conducts consulting engagements for financial institutions looking to use technology to enhance existing business processes or launch new business strategies. With a team of internationally based analysts, Celent is uniquely positioned to offer strategic advice and market insights on a global basis. Celent is a member of the Oliver Wyman Group, which is part of Marsh & McLennan Companies (NYSE: MMC). For more information, visit celent.com.
Source: Equisoft
Tags: Artificial Intelligence (AI), Celent, Software as a Service (SaaS)
