75% of PH CEOs see AI essential to growth strategy — PwC survey

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About 75 percent of Philippine CEOs responding to a survey indicated artificial intelligence (AI) is integral to their companies’ core processes, signaling a shift in business leaders’ mindset about growth strategies. 

The findings were part of the PwC 2025 Global CEO Survey launched in Davos, Switzerland on January 20, which polled more than 4,700 CEOs worldwide.

“AI offers so many possibilities for businesses, from automating routine tasks to uncovering and analyzing deeper insights into consumer behavior,” Mary Jade Roxas-Divinagracia, PwC Philippines Deals and Corporate Finance managing partner, said in a statement issued by PwC Philippines after the poll.

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The survey also showed 88 percent of the respondents expect AI to be systematically integrated into their business processes and workflows over the next three years, according to the global auditing, assurance and tax advisory firm.  

Seventy-five percent of the respondents see artificial intelligence as part of their workforce and skills development strategies, while 69 percent believe in AI as an important aspect of new product and service development, and 60 percent agree to using artificial intelligence in core business strategy.

 Tech skills gap

What drives this shift in how the business community perceives AI is the lack of highly skilled and tech savvy people available in the marketplace, workers with critical skills required in modern business operations, PwC said in a separate report.

“This skills gap is especially pronounced in areas like data analytics, digital transformation and emerging technologies,” the firm said. 

“These challenges underscore the urgent need for targeted investments in two key areas: comprehensive workforce development programs to upskill existing employees and attract new talent, and accelerated digital transformation initiatives to ensure organizations remain competitive in an increasingly tech-driven business landscape,” it added.

When asked about the challenges they faced, 28 percent of Philippine CEOs said their

companies were exposed to the shortage of skilled workers, 28 percent, and technological disruption, 28 percent. 

“These immediate challenges are particularly critical because they directly impact business sustainability,” PwC said.

The survey said nearly 70 percent of Philippine-based CEOs say that their businesses will not remain economically viable beyond the next 10 years if they stay on their current path.

“These challenges emphasize the need for people and organizational reinvention, including more targeted investments in digital transformation and workforce development,” PwC added.

The survey showed 78 percent of the respondent CEOs reported their companies have been facing a significant threat in the area of human resources, and their responses are hampered because only few workers with key skills are available.

AI reshaping businesses 

Over the past five years, 75 percent of the respondents have developed innovative products or services, including the digitization of analog products, while 65 percent have forged partnerships and collaborations with other organizations, such as universities and managed services providers.

“The rapid advancement of AI and digital technologies is fundamentally reshaping how businesses operate and compete in today’s market,” said Roderick Danao, PwC Philippines chairman and senior partner.

Navigating through the changes and challenges of the times dictates that a company must reinvent itself as an essential ingredient for success, but it requires careful planning and measured implementation with a focus on skills development and workforce readiness to meet future demands, he said.

“By strategically adopting new technologies, leaders can create meaningful opportunities for their organizations and work to ensure long-term viability,” Danao added. 

Despite the growing prevalence of AI in the business sector, 59 percent of the respondents plan to expand their workforce in the next 12 months. 

“The findings of the survey reflect a progressive mindset among Philippine CEOs, who see AI not only as a tool for operational efficiency but also as a catalyst for innovation, growth and competitive advantage,” PwC said. 

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