Thought Leadership
US chief Paul Griggs announces that all employees must embrace artificial intelligence. The company’s business model is set to change as well.
At PwC, the use of artificial intelligence will no longer be optional. In an interview with the Financial Times, US chief Paul Griggs made his position clear. Anyone who believes they have the “opportunity to opt out” of AI is “not going to be here that long,” he said. Senior staff who are not “paranoid about being AI-first” will be replaced by others who are more comfortable with the technology.
Moving away from hourly billing
At the same time, PwC is rethinking its billing model. Instead of traditional hourly rates, the company may shift to subscription-style access to AI-driven tax and consulting services. This would represent an adaptation to a working environment in which AI is increasingly automating tasks that were previously handled manually.
The industry is still searching for the right approach
PwC is not the only consulting firm pushing AI adoption. Last month, Accenture issued an internal memo making “regular adoption” of AI services a prerequisite for promotions. Usage is being tracked.
The measurable results of AI projects across the industry have been mixed so far. A survey published by PwC itself in January, covering 4,454 business leaders from 95 countries, found that more than half of companies had seen neither increased revenue nor decreased costs from AI. Deloitte reached similar conclusions in its recent “State of AI in the Enterprise” report: only about 20 percent of companies hoping for revenue growth through AI were able to demonstrate it. The authors point out, however, that AI adoption should also be viewed as a path to “achieving strategic differentiation and a lasting competitive edge in the marketplace.”
Analysts recommend a careful approach
A study from February identifies a lack of training and insufficient governance as the main barriers to successful AI projects. Earlier this month, analyst firm Gartner noted that purchasing AI tools alone does not change employee behavior. HR leaders should focus on communication and sensitivity to staff needs rather than imposing change exclusively from the top down.
