Artificial intelligence (AI) has emerged as one of the most compelling topics in recent years, capturing the attention of diverse market stakeholders—clients, enterprises, governments, and regulatory bodies alike. Companies, especially those in the Global Business Services (GBS) sector, recognize significant business potential in this technology. For GBS organizations, where efficiency, scalability, and process accuracy are paramount, AI stands out as a transformative tool. It enables the enhancement, reengineering, and automation of business processes, paving the way for new business models and sustainable competitive advantage.
Despite growing interest and expanding possibilities for AI adoption, organizations are keenly aware of the challenges and often approach AI with caution. The technology remains controversial, prompting companies to carefully weigh both the benefits and risks before making implementation decisions. A survey conducted by PwC Poland among ABSL members at the end of 2024 reveals two distinct poles of interest: on one hand, openness to AI’s potential and benefits; on the other, lingering concerns over deploying AI-based solutions.
AI as a Catalyst for Task Execution and Process Improvement
A clear majority of respondents (70%) indicated that AI-powered solutions and advanced data analytics support employees in making day-to-day business decisions. Conversely, only 3% reported that certain decisions within their organizations are made exclusively by AI.
Looking ahead, most respondents believe that AI and advanced analytics will primarily support process optimization in the GBS sector—41% identified this as the top area of future impact. Analytical support (19%) and competitive advantage building (17%) ranked next, followed by faster risk detection and enhanced customer insights (each at 10%).
Both current and future perspectives highlight a common theme: AI’s primary role in GBS is to assist employees in executing routine tasks. Subsequent priorities include leveraging AI to gather insights on existing processes and customers, fostering continuous improvement and competitive edge. Importantly, the human element remains central, with limited interest in full automation driven solely by AI.
The ABSL report, "Business Services Sector in Poland," confirms these findings. While 84.6% of companies view generative AI (GenAI) as an opportunity, its tangible impact on cost efficiency and productivity remains moderate. Organizations recognize AI’s long-term potential but have yet to fully harness it. According to the report, GenAI is most used in HR (25.4%—streamlining recruitment), IT (22.8%—automating software development), and process automation (21.9%—Robotic Process Automation). In finance, AI supports accounts payable processes (20.2%). The most common use cases for AI include process automation (25.5%), customer service (24.1%), and content generation (14.5%). Clearly, AI is already shaping GBS operations, but its full transformative potential remains untapped.
Moderate Trust and Awareness of Risks Associated with AI Adoption
The cautious “AI for simple tasks first” strategy is well-founded. Companies aim to better understand AI’s capabilities and limitations, gradually building trust in the technology. The GBS sector demonstrates moderate trust—only 33% of survey participants express complete confidence in AI. The top reasons for this hesitancy are perceptions that AI solutions are immature or experimental (19%) and limited opportunities for hands-on testing, which fuels skepticism (29%).
Despite this moderate trust, it’s encouraging that GBS firms recognize the importance of safe and responsible AI adoption. The main risks cited include concerns over sensitive data security (72%), lack of clearly defined responsibility for AI-driven decisions (60%), and potential violations of legal and ethical standards (47%).
Challenges in AI Implementation and Utilization
Several hurdles stand in the way of fully realizing AI’s potential in GBS. Technological barriers include the complexity of use cases (38%), integration with existing tech stacks (38%), and implementation and maintenance costs (33%). Pressure to deliver rapid return on investment (ROI), felt by 22% of organizations, further limits the scale and pace of adoption.
AI advancement depends on strong, skilled teams. The talent gap is a major challenge—59% of GBS firms report a shortage of AI specialists, posing a significant obstacle for a sector that relies on specialized expertise.
Business transformation powered by AI represents a major opportunity for any organization. Such investments require not only financial resources but also a willingness to accept business risk. Investments should extend beyond technology, focusing on expanding human competencies. This approach increases the likelihood of timely, successful implementations and achievement of business objectives, while safeguarding security, risk management, and user trust. The future belongs to those who commit to unlocking AI’s full potential while responsibly managing the associated risks.
Source: (1) ABSL “Business Services Sector in Poland” report, (2) PwC Poland survey among ABSL members.
Authors:
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| Michał Gamrot – Senior Manager, PwC Poland Phone: +48 519 504 767 Email: michal.gamrot@pwc.com | Mateusz Szajdak – Manager, PwC Poland Phone: +48 519 508 856 Email: mateusz.szajdak@pwc.com | Jakub Szerszeń – Manager, PwC Poland Phone: +48 519 506 622 Email: jakub.szerszen@pwc.com |
