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PwC Ireland, in collaboration with Microsoft, is launching a new generative artificial intelligence (GenAI) business center to boost the adoption of this revolutionary technology. The professional services firm said the center, located at its Irish headquarters on Dublin’s North Wall Quay, would drive “the necessary investment returns in a safe and secure way.”

According to PwC, GenAI has the potential to transform industries by automating tasks, revolutionizing problem-solving, and creating new opportunities. Earlier this year, PwC invested over €1 billion globally through its alliance with Microsoft to expand and scale AI and drive human-led, tech-powered transformation.

The announcement of the new Irish unit came alongside a new PwC survey that found slow adoption of AI and GenAI in Ireland compared to international standards. The survey of business leaders here found that fewer than one in 10 (7 percent) had rolled out AI on a large scale in their organizations. This compares to 26 percent in a previous PwC survey carried out among US business executives. Nearly a quarter (24 percent) of Irish business leaders admitted they have no plans to use GenAI such as OpenAI’s GPT models in the year ahead. However, some 61 percent said they are either considering adopting AI or using it to a limited extent.

Referring to the announcement of the new center, Enda McDonagh, managing partner of PwC Ireland stated: “This is a very important investment by PwC Ireland which we believe will deliver a generational leap forward in the way we deliver our work and [it] aligns with our strategy to be at the forefront of technology-enabled change. This strategic collaboration with Microsoft will allow us to harness the power of generative AI in a secure and responsible way to build trust and drive sustained outcomes for clients.”

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