Over 80% of CEOs globally report adopting generative artificial intelligence (GenAI), according to PwC’s 2025 CEO survey. The UK is in the lead, with 93% of CEOs confirming the same.
The survey, based on responses from 4,701 CEOs, found that 42% believe their company will not be viable beyond the next 10 years without reinvention; nearly four in 10 say they have begun competing in new sectors in the past five years.
Business leaders using GenAI are seeing tangible impacts.
However, performance is below the expectations expressed last year. In 2024, 46% of CEOs said they expected to see profitability improvements. A year later, only 34% reported seeing those gains.
Only a third said they have a high degree of trust in embedding the technology into key processes in their company.
Tech impact on staffing
Over 40% of CEOs expect to increase headcount over the next 12 months – more than twice the number expecting to decrease it. CEOs are more likely to say GenAI led to headcount increases than decreases.
Global growth
Looking at the wider economy, CEOs expectations for economic growth have risen dramatically.
Sustainability
A third of CEOs report increased revenue from climate-friendly investments.
Risks
While CEOs are optimistic about the global economy, macroeconomic volatility (29%) and inflation remain the top risks for the year (27%).
North America and Asia Pacific prioritise risks largely in line with the global averages, with other regions as follows:
Innovation
The most common reinvention actions taken by companies are innovating products and services and targeting new customers.
