We explore the mechanisms underpinning the realization of synergies within multi-business firms. Using unique data from a large GCC...

Two years after Generative AI’s inflection moment, enthusiasm remains strong, yet evidence of impact is elusive. The truth is that GenAI...

This project is the result of a joint effort between PwC Strategy& and Evolution Ltd. This project draws on PwC Strategy&'s deep...

We believe there is still a great deal of hype and misunderstanding over what AI in general, and GenAI specifically, can and cannot do....

This study examines executives’ assessment of Generative AI’s impact on competitive advantage and their expectations of its disruptive...

AI, especially Generative AI (GenAI), has experienced astonishing uptake due to its usercentric design, surpassing traditional focus on...