PwC survey: only 12% of CEOs see AI revenue, cost gains

The interview, conducted by theCUBE Research's Scott Hebner with PwC U.K.'s Matt Cook and Certinia's Prasad Narasimhan Sulur, frames AI's impact on professional services around a persistent gap between adoption and measurable returns. Cook cites PwC's 29th Global CEO Survey showing only 12% of chief executives report both revenue growth and cost reductions from AI, while 56% report no significant financial benefits. That finding, he says, reflects the limits of treating AI as a standalone productivity tool rather than integrating it into core operations.

Sulur points to software development as an example: AI-assisted coding may shorten development cycles without removing delays in testing, integration or release. This leads both executives to argue that firms must redesign entire workflows. They identify workflow orchestration and enterprise data management as essential components, with unstructured information such as meeting transcripts and previous project documents being valuable but requiring controls for relevance and access.

A recurring theme is that human accountability remains distinct from AI output. Cook says AI can accelerate evidence gathering and scenario development but does not carry professional accountability. He also references PwC research showing AI-exposed junior positions increasingly demand skills associated with senior roles. Looking ahead, both expect firms to shift human resources toward complex client challenges.