Many UK CEOs commit to AI for 2026, but few have implemented it successfully, PwC research
CEOs are entering 2026 united by an urgent priority: implementing technology and AI to transform their organisations to compete in an increasingly volatile environment, according to PwC research. But while investment intent is high, the ability to translate that into material outcomes remains uneven.
PwC surveyed 4,454 CEOs in 95 countries and territories. Technology investment has shifted from important to indispensable for UK CEOs, it found. 81% of UK CEOs say technology, AI and data investment is their top priority for 2026, a steep rise from 60% in 2025. 52% are already investing in tech to drive growth and competitive advantage, while 43% say these investments are focused on delivering efficiency and cost saving.
At the same time, internal organisational blockers risk undermining momentum for rapid tech enabled transformation. Exactly half of UK CEOs surveyed worry their organisation isn’t transforming fast enough to keep pace with AI and emerging technologies.
A further 33% say bureaucracy is holding back performance, whilst 29% acknowledge technological constraints are actively slowing the business. Adding to this concern, only 25% of UK chief executives believe they can attract high quality AI talent - compared to 42% of CEOs globally.
Some 30% of UK CEOs, in contrast to 26% globally, have seen revenue increase from AI implementation. This could reflect levels of investment: only 33% of UK CEOs believe their existing AI investment is sufficient to meet their goals, compared to 40% globally.
UK CEOs recognise that successful AI adoption requires solid foundations. 49% are actively building internal skills, infrastructure and governance to support AI solutions, with a further 29% progressing and optimising these capabilities.
Similarly, 36% are progressing their data foundations with another third stating they are in the early stages of establishing their data foundation. Meanwhile, 30% are advancing their approach to ethics, compliance and security with 39% already in the early stages of developing this.
While the foundations for AI scaling are being laid, expanding the implementation of AI across the organisation remains a significant hurdle. Half of UK chief executives are in the early stages of scaling AI across their business, with a further 19% still in the planning phase.
Just 9% have reached a stage where scaling efforts are delivering value or being optimised. This underscores the complexity of moving from isolated pilots to enterprise wide deployment, while also suggesting that for most organisations, the journey from experimentation to concrete impact is still very much ongoing.
While internal AI capabilities are progressing, customer facing AI powered products and services are developing more slowly. Just 12% of UK CEOs report these initiatives are delivering value or being optimised, matching those still in the progression phase.
39% remain in early stage development, and 16% have no plans to offer AI powered products or services to customers. This suggests that while AI is transforming internal operations, its application to customer experience and commercial offerings remains a longer-term ambition for many UK businesses.
Tech trends for UK CEOs
Agentic AI is firmly on the UK CEO agenda, with 81% revealing they are actively exploring or developing its application, and only 16% ruling it out entirely. However, despite its potential, the level of adoption in enterprises remains relatively nascent.
Just 8% of leaders have deployed agentic AI to a point where it is delivering value. As agentic AI promises greater autonomy and decision-making capability, UK businesses appear keen to explore its potential; however, right now most are proceeding cautiously.
Umang Paw, Chief Technology Officer, PwC UK, says: “Technology is central to CEOs strategy, but outcomes are what count. With global competition intensifying, UK businesses must turn technology investment into real results. AI needs to be a core part of that strategy, driving efficiency today while building for long-term growth. Those with clear goals and the agility to adapt will shape the competitive landscape ahead.”
“CEOs investing in both AI and skills adoption are positioning themselves for long-term advantage. As AI moves beyond ‘chatbots’ to being an active part of how business operate via agentic tools, we are already seeing greater value from organisations using AI as a catalyst for business-led transformation, rather than treating it as a technology project.”
RTIH AI in Retail Awards
RTIH proudly presents the first edition of its AI in Retail Awards, sponsored by VenHub Global, 3D Cloud and EdTech Innovation Hub.
As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.
With 2026 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.
Our 2026 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.
Winners will be announced at an evening event at The Barbican in Central London on Thursday, 29th January. This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.
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