Nearly half (46%) of CEOs worldwide believe generative AI will help increase profitability in 2025, according to PwC’s 28th Annual Global CEO Survey. This marks a notable shift as executives report real gains and ramp up investments in AI across core business functions.
The survey, based on responses from 4,701 CEOs across 109 countries, reveals that about one-third already saw revenue and profit improvements from generative AI over the past year, while half expect these gains to continue this year. Another 56% reported efficiency boosts—though the jump from productivity to financial returns is still in progress.
CEOs are prioritizing generative AI deployment across several high-impact domains. Nearly half plan to embed it into technology platforms, 41% into core business processes, and a significant number are also targeting its use in new product and service development. The most frequent application areas include customer service automation, predictive analytics, and product design, reflecting the strategic shift toward AI-enabled transformation.
Although confidence in generative AI is rising, executives remain cautious about its challenges. Risks such as bias, misinformation, and misuse persist, prompting many to invest in governance frameworks, transparency, and trust-building around AI systems.
Looking ahead, the survey indicates a near-universal intent to expand AI integration. Close to half of CEOs expect to embed AI across core business functions within three years. This demonstrates a growing consensus that generative AI is not a supplementary tool, but a strategic lever essential for competitiveness and long-term value.
The financial upside is clear—CEOs are seeing measurable results, from efficiency gains to rising profitability—and expect these to deepen as AI becomes more ingrained in day-to-day operations. Unlike isolated pilots or departmental trials, businesses are increasingly weaving AI into broader platforms, workflows, and innovation efforts, signaling a more transformative approach.
At the same time, adoption is accelerating alongside a sharp focus on responsible use. Concerns about bias and misuse are pushing firms to create robust internal governance systems and emphasize transparency in AI models and decision-making processes. Ethical AI implementation is quickly becoming as critical as the technology itself.
In summary, PwC’s 2025 survey underscores a pivotal shift: generative AI has moved from experimentation to execution. CEOs are increasingly willing to bet on it as a core driver of profitability and growth, even as they navigate the ethical and operational complexities that come with scaling AI.
