Senior executives are the core personnel of the company's important decision‐making, and have an impact on the company's investment activities and resource allocation. Based on 2012‐2019 A non‐financial company data, empirical methods are used to explore the relationship between executive incentives and corporate innovation investment. The study found that when executive compensation incentives and equity incentives reach a certain level, the promotion of innovation investment is reduced and there is a threshold effect. Further research also found that this effect is more obvious in state‐owned enterprise compensation incentives and non‐state‐owned enterprise equity incentives.