PwC, a global network of firms providing audit, consulting and advisory services, reports that a relatively small group of organisations is capturing a disproportionate share of financial returns from artificial intelligence.
In its study, Want ROI from AI? Go for growth, PwC analyses responses from 1,217 senior executives, largely from publicly listed companies across 25 sectors, to examine both the outcomes being achieved from AI and the ways in which the technology is being deployed.
PwC finds that approximately 74% of the economic value generated by AI is concentrated within just 20% of organisations.
According to PwC, this points to a widening gap between leading adopters and a majority of businesses that remain in early-stage or pilot phases.
PwC attributes this difference not to the number of AI tools in use, but to how organisations apply them. The firm states that those achieving stronger financial outcomes tend to use AI to support growth and organisational change, particularly by pursuing new revenue opportunities linked to industry convergence, while also strengthening data capabilities, governance and trust.
The firm reports that the financial services sector performs above average in terms of AI readiness, supported by comparatively strong foundational capabilities.
However, PwC notes that it still trails leading organisations when it comes to scaling deployment and generating measurable impact. Within the sector, PwC identifies insurance as relatively well positioned due to its clear direction and established controls around risk and security.
At the same time, PwC observes that insurance has yet to match leading organisations in the breadth of AI adoption, especially in collaborating beyond traditional sector boundaries and reshaping value chains. PwC also notes that improvements in areas such as energy use and waste reduction are less pronounced than those reported by top-performing organisations.
PwC indicates that banking and capital markets show stronger readiness than many other sectors but continue to lag behind leading adopters in translating AI into tangible outcomes. PwC places asset and wealth management closer to the middle of the range, noting that while governance and foundational elements are in place, the sector has not yet fully utilised AI to support growth, particularly in relation to opportunities created by industry convergence.
Across industries, PwC identifies a consistent pattern among organisations delivering stronger financial performance from AI. According to PwC, these companies are significantly more likely to use AI to reshape their business models and to identify and act on growth opportunities arising from convergence between sectors, including through collaboration with external partners.
PwC’s analysis suggests that the ability to capture such growth opportunities is the most important factor influencing AI-driven financial performance, exceeding the impact of efficiency improvements alone.
PwC also reports clear differences in how AI is implemented operationally. Organisations achieving stronger outcomes are, according to PwC, more likely to deploy AI in advanced ways, including systems capable of carrying out multiple tasks within defined controls or operating with increasing autonomy. PwC finds that these organisations are expanding automated decision-making at a much faster rate than their peers.
The firm attributes this to an emphasis on building trust at scale, supported by measures such as responsible AI frameworks and cross-functional governance structures. PwC notes that employees in these organisations are consequently more likely to trust AI-generated outputs.
PwC concludes that, without a change in approach, the gap between leading and lagging organisations is expected to widen further. The firm states that organisations already ahead are better positioned to scale successful use cases, refine their capabilities and expand automation in a controlled manner, reinforcing their advantage over those that remain at earlier stages of adoption.
Joe Atkinson, Global Chief AI Officer, PwC, said: “Many companies are busy rolling out AI pilots, but only a minority are converting that activity into measurable financial returns. The leaders stand out because they point AI at
growth, not just cost reduction, and back that ambition with the foundations that make AI scalable and reliable.”
Arthur Wightman, Territory Leader, PwC Bermuda, commented: “AI is fast becoming a defining source of competitive advantage—but the payoff isn’t automatic. The organisations pulling ahead are the ones using AI to reinvent how they create value, while putting strong governance and trust at the heart of every deployment.”
