Investors reject trade-off between workers and AI, as over 70% urge companies to invest in both

• Over 60% of investors expect companies to deliver productivity, revenue and profitability gains from generative AI within the next 12 months
• Investors see the importance of investing in people alongside technology, with 74% expecting companies to increase investment in upskilling. Investors are as likely to expect AI to lead to headcount increases (32%) as decreases (32%)
• Investors are cautiously optimistic about the economy: 51% expect the economy to grow over the next 12 months
• Investors continue to eye climate action, with 64% urging companies to moderately or significantly increase their investment to reduce carbon emissions

LONDON, 4 December 2024 – The pressure is on for companies to turn AI investment into impact, according to PwC’s 2024 Global Investor Survey, released today. 73% of investors say companies should deploy AI solutions at scale, as overwhelmingly 66% expect the companies they invest in to deliver productivity increases from AI over the next 12 months, with 63% expecting revenue increases and 62% expecting it to increase profitability.

The survey, which captures the views of 345 investors and analysts across 24 countries and territories, finds that investors see technological change as the most significant driver of change for the businesses they invest in (71%), ahead of government regulation (64%), changes in customer preference (61%), and supply chain instability (60%).

Notably, investors are also not seeing a trade-off between AI and workers. 74% of respondents urge the businesses they invest in or cover to invest in upskilling their workforce. 32% expect AI to lead to headcount increases of 5% or more – on par with the proportion who expect little to no change in headcount (31%).

Wes Bricker, Global Assurance Leader, PwC US, said:

Investors are optimistic about global economic growth

The survey finds that investors are cautiously optimistic about the global economy – half (51%) expect the economy to grow over the next 12 months, with macroeconomic and inflationary concerns falling from their 2022 highs (respectively, from 62% to 34% in 2024, and 67% to 31%). At the same time, investors' greatest concerns are cyber risks (36%) and geopolitical conflict (36%), both of which are largely unchanged over the last two years but have slightly risen from 2023.

With these risks remaining top of mind for investors, almost nine in ten (86%) agree that the ability of a company to manage through a crisis is an important factor in their investment decision-making. 60% of investors believe it is also very or extremely important that companies re-think their business models in response to supply chain instability – and 68% say they should increase their investment to de-risk them.

Investors eye action on the impact of climate

Investors continue to prioritize action on the impact of climate. 30% expect that the companies they invest in will be highly or extremely exposed to threats from climate change within the next 12 months, up eight points from 2022, although down two points from 2023.

75% of survey respondents agreed that they would moderately or significantly increase their investment in companies that are taking a range of climate-related actions, with the greatest support for taking action to build sustainable supply chains by working with suppliers and communities (80%). When assessing companies’ net-zero transition plans investors say governance (72%) and associated capital or operating expenditures (68%) are very or extremely important. Additionally, 71% say companies should incorporate ESG/sustainability directly into their corporate strategies – a similar level to 2023.

However, challenges remain – 44% of those surveyed agreed that to a large or very large extent, corporate reporting about a company’s sustainability performance contains unsupported claims – marking little change over the past two years. Not surprisingly, 73% are demanding a level of detail in assurance reports on sustainability information that is comparable to that of financial audits.

Nadja Picard, Global Reporting Leader, PwC Germany, said:

Investors look beyond financial statements

Investors value a wide range of data beyond financial information, particularly around corporate governance (40%) and innovation (37%). Most investors also report relying on multiple sources of information, including investor-focused communications (61%) and direct dialogue with the company (57%). Indeed, significantly fewer investors (55%) than in 2023 (66%) report relying on financial statements and note disclosures to a large or very large extent. As investors look to qualitative data, AI may provide significant opportunities in analysing information published by companies – nearly two-thirds (62%) say it has significantly or moderately increased their ability to do so.

Kazi Islam, Global Assurance Strategy & Growth Leader, PwC US, said:

Notes to Editors:

About PwC 2024 Global Investor Survey 

In September 2024, PwC surveyed 345 investors and analysts across 24 countries and territories and conducted in-depth interviews with 14 investment professionals. Respondents were predominantly institutional investors, comprising portfolio managers (21%), analysts (21%) and chief investment officers (23%), with 52% having more than ten years of experience in the industry. Their investments covered a range of asset classes, investing approaches and time horizons, and the assets under management (AUM) at their organisations range from <US$500 million to US$1 trillion or more; 53% of respondents are at organisations with total AUM of more than US$10 billion.

About PwC

At PwC, our purpose is to build trust in society and solve important problems. We’re a network of firms in 149 countries with more than 370,000 people who are committed to delivering quality in assurance, advisory and tax services. Find out more and tell us what matters to you by visiting us at www.pwc.com.