European companies investing heavily in generative AI must start delivering returns by next year or risk losing investor confidence. While AI stocks have seen significant interest, recent market volatility and recession fears have led to a shift in investment focus.

Many investors are now favouring companies that integrate AI, such as SAP and RELX, over those supplying AI hardware. However, adopters must also prove that AI investments translate into profitability, or they too could fall out of favour.

The launch of DeepSeek in January sparked a tech selloff by offering a low-cost AI model that threatened demand for expensive chips. Hardware firms like ASM International and BE Semiconductor have since suffered sharp declines, while AI adopters have fared better.

SAP, for example, recently overtook Novo Nordisk as Europe's most valuable company despite only a minor stock dip. Analysts warn that companies promising AI-driven growth must soon demonstrate tangible financial benefits, or investors will reassess their high valuations.

Market patience is wearing thin, with some analysts suggesting 2025 as a key deadline for AI firms to show meaningful impact. An internal Fidelity survey revealed that 72% of analysts expect AI to have no major profitability impact next year, though optimism grows over a five-year horizon.

Investors like Lazard and Schroders stress the need for viable AI applications that generate revenue, while asset managers at Amundi warn that AI firms trading at high multiples could see their valuations adjusted if returns fail to materialise.