PwC’s 28th Annual Global CEO Survey reveals that nearly 60% of CEOs expect global economic growth to improve in the next 12 months, a significant rise from 38% last year and 18% two years ago.
The survey, launched during the World Economic Forum Annual Meeting, underscores increasing confidence among business leaders despite ongoing macroeconomic challenges. The report draws insights from 4,701 CEOs across 109 countries and territories.
Emerging technologies such as GenAI, shifts in geopolitics, and the climate transition
In addition to economic optimism, 42% of CEOs plan to increase headcount by at least 5% over the next year—more than double the number anticipating reductions. Sectors leading these hiring plans include technology (61%), real estate (61%), private equity (52%), and pharma and life sciences (51%). Smaller companies, defined as those with less than $100 million in revenue, also report the highest intentions to grow their workforce.
Mohamed Kande, Global Chairman at PwC, said, “This year’s CEO Survey findings highlight a stark juxtaposition—business leaders around the world are optimistic about the year ahead, but also know they must reinvent how they create, deliver, and capture value. Emerging technologies such as GenAI, shifts in geopolitics, and the climate transition are all revolutionizing how the economy works. To thrive, business leaders must act now and take bold decisions around their strategy.”
The reinvention imperative
Despite optimism, the survey shows that 42% of CEOs believe their companies will not remain viable over the next decade without significant changes. Regulatory shifts were cited as the primary factor influencing long-term viability, with nearly four in ten leaders stating they have entered new sectors within the past five years. Reinvention has proven beneficial, as CEOs who took action to adapt reported higher profit margins in the last year.
While some companies are innovating, many struggle with agility. Over two-thirds of CEOs reallocate less than 20% of their resources annually, and on average, only 7% of revenue from the last five years came from new businesses. The slow pace of transformation highlights the challenges businesses face in adapting to evolving market dynamics.
Tangible results from AI adoption
Artificial intelligence, particularly generative AI (GenAI), is already driving change, with 56% of CEOs reporting efficiency gains, and one-third seeing increases in revenue (32%) and profitability (34%). Still, adoption faces hurdles, as only one-third of CEOs express high trust in integrating AI into core business processes.
Matt Wood, Global & US Commercial Technology & Innovation Officer at PwC, commented, “This year’s survey shows a more mature view of GenAI in the enterprise. CEOs are convinced it has the power to unlock new opportunities—in fact, they are more optimistic than last year. At the same time, they are more aware of the challenges they need to navigate to realize that value.”
While concerns about AI-related job losses persist, the survey found that more CEOs reported headcount increases (17%) than decreases (13%) attributed to GenAI, suggesting its potential to support workforce growth alongside productivity.
Climate investments show financial returns
The survey highlights the financial upside of climate-related investments, with nearly one-third (33%) of CEOs reporting increased revenue and over 60% seeing cost reductions or no significant cost impact. Despite these benefits, regulatory complexity remains the largest barrier to initiating climate-related initiatives, according to 24% of respondents.
Carol Stubbings, Global Chief Commercial Officer at PwC, remarked, “This survey shows that business leaders are facing the future with a combination of optimism about the economy and realism that business needs to fundamentally reinvent how it creates value if it is to thrive in the future.”
The findings underline the urgent need for companies to balance economic growth, technological adoption, and sustainability as they adapt to a rapidly changing global landscape.
