AI shifts professional services toward trust and outcomes

Professional services firms are redesigning workflows around AI-driven execution rather than simply accelerating existing processes, according to PwC UK partner Matt Cook and Certinia chief business officer Prasad Sulur. A PwC CEO survey found only 12% of executives reported both revenue growth and cost reductions from AI, while 56% saw no significant financial benefit. Cook and Sulur argue that winning firms build repeatable, measurable outcomes rather than deploying more tools. Governance, workflow orchestration, and enterprise data management are identified as essential to scaling AI responsibly, while professional accountability and human judgment remain irreplaceable.