Luxembourg is not short on AI activity. Across the country, in financial services, public institutions and industrial groups, pilots are underway, productivity tools are being deployed, and leadership teams increasingly recognise that AI will reshape how work gets done. Then the questions begin. Which of these pilots are increasing revenue? Which are driving costs down? How many decisions have been made better, faster, safer?
The silence that sometimes follows reflects an uncomfortable truth; for many companies, all that AI activity isn’t producing measurable returns.
The hard question is how to turn all of this activity into measurable performance. How can business leaders stop counting AI pilots and start driving measurable revenue gains and cost savings with AI?
PwC’s AI Performance Study delivered some clear takeaways. Organisations generating the strongest AI-driven returns are not simply using more AI - they are more AI-fit. This means they combine strong foundations, disciplined investment, trusted governance, redesigned workflows, and broader use across their entire value chain.
For Luxembourg, this creates a roadmap. The country’s compact ecosystem, regulated market structure and concentration of cross-border financial activity can become an advantage, but only if organisations move beyond pilots and build the conditions that allow AI to deliver value.
PwC’s AI Performance Study shifts the conversation from AI adoption to AI conversion: how organisations turn AI initiatives into measurable business value, effectively. For Luxembourg, this question is urgent. Many organisations are experimenting with generative AI, automation, and productivity tools. But far fewer have built the foundations, governance, skills, and investment discipline required to scale AI across the business.
What the PwC study reveals is that a select set of companies get more than cost savings from AI. They build value that leads to growth. PwC studied what these AI leaders do differently from everyone else and how this leads to a 7.2x performance advantage on financial return from AI. What separates these AI leaders from the rest? It’s what we’ve come to define as “AI fitness”: the ability to point artificial intelligence at what matters, build fit-for-purpose foundations, and embed AI throughout the enterprise.
The following six priorities outline where Luxembourg organisations should focus now to convert AI ambition into performance.
Luxembourg’s AI opportunity is not to copy larger markets. It is to use its own structure more deliberately.
A compact ecosystem, strong regulatory credibility, advanced financial services expertise and access to European technology infrastructure can become a distinctive advantage. But that advantage will only materialise if organisations become AI-fit: clear on value, disciplined on foundations, serious about governance and ambitious enough to use AI for growth, not only efficiency.
The question for Luxembourg leadership teams is therefore not simply whether they are using AI. It is whether their organisation is fit enough to invest in AI and create measurable business value. Isn’t it time to get AI-fit to unlock higher performance and move your organisation faster towards where you want it to go?
"Luxembourg has the ingredients to become a serious AI performance market: strong industries, proximity between key actors and sovereign digital infrastructure. The challenge now is to connect those ingredients into scalable business outcomes."
Andreas BraunManaging Director, PwC Luxembourg74%
of all AI-driven returns are being captured by just 20% of companies
AI fitness is the ability to focus AI on the outcomes that matter, build the foundations that enable AI to deliver ROI, and then rapidly scale what works—turning pilots into profit.
The most AI-fit companies are getting a 7.2x AI-driven performance boost—a combination of AI-driven revenues and cost reductions—over their peers.
Discover more about the nine factors of AI fitness below.
Why it matters
Becoming AI-fit builds the muscle to pull more ROI from AI.
Your next move
Take stock of your AI-fitness level by reviewing your company’s performance on the nine AI fitness factors outlined below.
2.6x
as likely to say AI has helped reinvent your business model if you’re an AI leader versus the rest
The leading companies aim AI at growth and use it to innovate. They’re 2.6x as likely as others to say AI enhances their ability to reinvent business models and 1.2x as likely to use AI to drive revenue. They target where value is moving and tightly manage AI bets like an investment portfolio—with clear owners and metrics.
And the AI leaders win where sector boundaries blur. They’re 1.8x as likely to use AI to find emerging value pools, 3x as likely to collaborate across sectors, twice as likely to compete beyond them—and they fast-track “industry convergence” use cases with senior sponsorship.
Why it matters
The biggest returns come when AI changes what you sell and how you create value, not just how quickly you execute tasks.
Your next move
Identify two growth bets AI could unlock this year and define what proof of success looks like.
2.4x
as likely to build reusable AI assets if you’re part of the AI leaders group
The most AI-fit companies have strong foundational capabilities, including workforce skills, tech stacks and data quality, governance and risk management. AI leaders also invest 2.5x more than others, and do it nimbly—building only what’s needed to get AI working hard to achieve their strategic priorities. When AI sits on strong foundations, it creates twice as much value.
Why it matters
Reuse makes AI cheaper, faster, and more reliable with every deployment.
Your next move
Design application components with reuse in mind right from the start.
2x
as likely to use AI that operates autonomously— if you’re a top-performing company
The biggest performance gains accrue when AI does real work on its own: making routine decisions, handling straightforward tasks, even improving its own performance. The AI leaders hardwire AI into every facet of their business, quickly scaling successful pilots enterprise-wide, and deep into complex operations. They’re 2x as likely to embed AI end‑to‑end across the value chain—from corporate strategy to procurement, and from the back-office to the customer experience.
Why it matters
Across all operational performance outcomes we tested, automating decisions links most strongly to AI-driven performance.
Your next move
Phase autonomy into a high-frequency workflow, progressing AI use from assisting to executing on its own within established guard rails.
2x
as likely as others to use AI to compete beyond your sector
Why it matters
Capturing growth opportunities from industry convergence is the strongest AI fitness factor influencing AI-driven performance.
Your next move
Use AI to find emerging value pools, and then point AI at the most attractive opportunities that customers will pay for.
2x
the improvement in AI-driven performance when companies bolster increased AI use with stronger foundations
Why it matters
Delivering use cases without the ability to repeat them reliably delivers lower ROI.
Your next move
Before expanding your AI footprint, identify the one or two foundation capabilities most likely to block repeatability and fix them for the highest-value initiatives first.
80%
more likely to systematically track the business impact of AI initiatives
Why it matters
Without a way to measure results, there's no way to know if your AI investments are delivering returns.
Your next move
Stand up a monthly “scale or stop” review. Only projects with measured movement on a defined business metric get more funding.
Thierry Kremser
Advisory Partner, Deputy Advisory & Technology Leader, PwC Luxembourg
Tel: +352 49 48 48 2269
Patrice Witz
Advisory Partner, Technology Partner, Member of the Advisory Leadership Team, PwC Luxembourg
Tel: +352 62133 35 33
Andreas Braun
Advisory Managing Director, Data Science & AI Team Lead, PwC Luxembourg
Tel: +352 62133 23 66