Quinton Pienaar

Quinton Pienaar (PwC): UK AI Adoption & Enterprise AI Trends

Quinton Pienaar of PwC continues his segment, saying the UK leads Europe on agentic AI adoption while the Middle East often moves fastest. He recounts a board conversation where a sales-heavy company realized its AI investments were all going into service, and explains why go-to-market use cases like real-time sales coaching lag behind better-metriced service deployments. He lists recurring C-suite concerns — data quality, model churn, cost spirals and fear of losing control — and describes PwC's approach: treat AI as an ecosystem play, democratize it internally, and bind bottom-up experimentation with a top-down North Star.

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