EY’s latest US AI Pulse Survey suggests a notable shift in executive thinking: after an initial rush to adopt artificial intelligence, many senior leaders are now focusing more closely on whether those investments are producing clear business value. The survey indicates that rising token costs have become a central issue in that reassessment, pushing AI spending under greater financial scrutiny.
Rather than treating AI adoption as the main goal, C-suite teams appear to be moving toward a more disciplined approach centered on cost control, measurable returns and operational usefulness. That change reflects a maturing market, where enthusiasm for generative AI is increasingly being balanced against the practical realities of running large-scale enterprise systems.
The EY findings also point to growing interest in custom in-house software. For some organizations, building internal tools may offer a way to better manage costs, tailor AI systems to specific business needs and reduce dependence on external platforms whose usage fees can rise with heavy demand. The trend suggests companies want more control over how AI is deployed and monetized inside their operations.
Overall, the survey paints a picture of a new phase in enterprise AI strategy. Businesses are still investing, but the emphasis is shifting from fast adoption to sustainable value creation. As token costs continue to shape budgets and planning, executive teams appear to be refining their AI roadmaps around efficiency, ownership and long-term return.
