- Only 9% of UK organizations have successfully scaled AI
- The problem is the limitations of the company, not the technology itself
- PwC calls for clearer objectives and willingness to adapt as the landscape changes
New research has claimed that while four in five (81%) CEOs are now prioritizing investments in technology, artificial intelligence and data, up from three in five (60%) in 2025, many are still not seeing the returns they expected.
Just one in 10 (9%) of UK organizations surveyed by PwC have managed to scale AI; most others are still in the early stages or still planning.
But the need for AI is clear: half (52%) consider it key to competitiveness, as its usefulness goes beyond basic chatbot applications.
AI ROI remains low despite persistent investments
PwC blames the gap on internal barriers and company challenges, rather than largely flawed AI, pointing in particular to talent shortages. Only one in four UK CEOs believe they can attract high-quality AI talent, which is well below the global average of 42%, a proportion that is still below ideal.
A third of PwC respondents said bureaucracy was preventing them from moving forward with their strategies, and almost as many (29%) cited technological limitations.
However, although only 30% of UK CEOs have attributed revenue growth to AI, this is still notably higher than the global average of 26%, suggesting that British companies are doing something right even if they are less confident that current investments in AI are sufficient compared to the global average.
“Those with clear objectives and the agility to adapt will shape the competitive landscape ahead,” said PwC CTO Umang Paw.
PwC also found that almost half (49%) of companies are actively developing AI skills, infrastructure and governance, while others focus on databases, ethics, compliance and security. The report calls this a “foundations first” approach.
There is also an appetite for next-generation technologies, with four in five (81%) exploring or developing agent AI, which Paw sees as key: “As AI moves beyond ‘chatbots’ to become an active part of how businesses operate through agent tools, we are already seeing greater value from organizations using AI as a catalyst for business-led transformation, rather than treating it as a technology project.”
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