AI and productivity report

Commissioned by the World Economic Forum (WEF), PwC conducted a global study on how Generative AI (GenAI) can enhance and broaden work. The report, led by Marlene de Koning, focuses on job augmentation rather than job automation. It explores how GenAI can contribute to the deepening, renewal, and broadening of work.

Research Methods and Findings

In the research, PwC used scenario planning and conducted interviews with more than twenty companies. Scenario planning helped identify factors that could influence job augmentation in the near future. The interviews provided insights into how organisations are currently dealing with GenAI. A key finding is that the success of GenAI implementation heavily depends on employees' trust in the technology and the organisation's role in this. Without active adoption by employees, GenAI will not be successful.

Awareness and Implementation

The interviews also highlighted the importance of awareness and training for successful GenAI adoption. Many organisations struggle with engaging employees in using GenAI and raising awareness. Training and upskilling are crucial to show employees that GenAI can make their work easier and boost their confidence in using the technology. Additionally, internal communication strategies play a significant role in the large-scale implementation of GenAI, with middle management providing safe frameworks for experimentation.