CEOs becoming more confident about using GenAI

When asked about their expectations for further integrating (generative) AI into their organisation over the next three years, the CEOs indicate that it will be seen primarily on technological platforms and in their business processes. Short-term challenges and – especially in the Netherlands – strict regulations continue to hold many companies back from making significant investments in AI.

Edwin van Bommel, AI expert at PwC, understands this reluctance. 'Many companies have been applying more traditional AI for some time, while GenAI is still relatively new. For other companies, AI is completely new. Many companies are therefore still discovering what this new generation of AI products can do for them.’

'I do see that the first companies that have done successful experiments are starting to scale AI. In order to create measurable financial value, new AI applications must be well integrated with existing systems and data platforms. It's great to see in the survey that CEOs are also working on this. Companies that already work in the cloud with modern systems will be able to realise this more easily than companies that have yet to take this step.' 

Sufficient opportunities to further integrate AI into the organisation

Van Bommel does expect companies to increasingly take this step in the years ahead. 'To maintain their competitive position, especially compared to competitors from the United Kingdom, Asia and the United States, they can no longer avoid it. Additionally, artificial intelligence will be needed to continue ensuring basic services such as good healthcare. Despite stricter regulations in Europe, there are sufficient opportunities to further integrate AI into your organisation.’

The PwC expert points to the development of so-called AI agents. Such an 'agent' is capable of perceiving their environment and take (semi-)autonomous action. In doing so, the tool can improve its performance by gathering more and more knowledge and feedback from AI specialists and users. 'This allows the handling of standard customer requests, such as blocking a credit card, to be fully automated. The major tech companies are busy developing such agents. This will accelerate the use of AI from this year onwards.'