GenAI is here and is here to stay. The Luxembourgish ecosystem is fully aware and already taking actions: according to the 2025 PwC’s CEOs Survey more than 50% of them have concrete plans for GenAI in the next three years. But for many companies, understanding how to get the most from this revolution requires a business vision, a robust technology strategy and, more importantly, being ready for the cultural shift to come. This need is a central reason why the global heavyweights of Microsoft and PWC decided to work together. Despite this still being a nascent stage, they are already market leaders, with GenAI becoming the new norm for organisations in Luxembourg and around the world.

We spoke with Corentin Huot, Digital Services Manager with a focus on Microsoft Copilot implementation, and Christelle Souaileh, a Partner Technology Strategist at Microsoft, about their views on GenAI.

Are you aware that you are losing a minimum of 90 minutes a week searching, scrolling, transforming and creating information, transcribing meetings, and processing data from different sources? Microsoft Copilot, embedded in the Microsoft ecosystem, is a game-changer. It is now easier and quicker to write a prompt rather than search the web, scroll through your own files and emails, or analyse your own data.

“I am using it every day,” comments Christelle. “It summarises my emails, prioritises my tasks, and even advises where to go away in the summer. It has become my irreplaceable assistant both professionally and personally.”

For many of us who live in the organisational world, it feels like there have been tech tools before that promised a lot, so is the current wave of GenAI really powerful enough to justify the hype? Corentin clarifies, “The starting point is not what the technology does, but what problems, inefficiencies and challenges does my business really need to address, only then can you ascertain and demonstrate the value that GenAI brings.”

That is already a complex question — how to identify which processes are the biggest bottlenecks for your organisation to grow or become more profitable. Operational efficiency is a popular buzz term: how we can achieve more whilst making smarter use of our resources — people, time, money. Indeed, this is a question PwC has been addressing for years. So, is this current wave of GenAI a magic panacea?

“No! Generative AI is not just a new technology, it is more than that — it represents a new dimension and a new modus operandi in the workplace. Jobs will change, people will change, and organisations will evolve. We are witnessing a groundbreaking moment in human and technological evolution, and embracing change is not optional — it is essential,” says Christelle.

Moving from the big picture to the day-to-day, the question is: “How can GenAI implementations make a real impact?” PwC shares Microsoft’s vision around the four pillars of GenAI transformation that are most frequently looked at:

• How to enhance my Employee Experience?
• How to deliver the best-in-class Customer Experience?
• How to optimise my Business Processes?
• How to accelerate Product and Service development?

Many transformations have in common processes that are document-intensive and repetitive — customers wanting access to account details, operations personnel searching for patterns within data, or companies receiving data in multiple formats that need to be unified. Copilot and Agents are ready for all this and more.

“Many organisations don’t know yet where their inefficiencies lie and are still in a learning phase with GenAI; by revealing hidden bottlenecks, it encourages managers to rethink processes, set clear goals, and drive real improvements,” reports Corentin.

Although Luxembourg is dominated by the financial sector, PwC and Microsoft are looking beyond this as GenAI resonates for all industries and functions.

No industry has been untouched by this disruption, and there will be even more disruption in the future. Healthcare, manufacturing, insurance, banking — Copilot is at work across the spectrum. Many companies do not start from zero in their GenAI adoption, people are already bringing their own GenAI at the workplace, which may cause data concerns. This is where PwC is ready to help, bringing Microsoft enterprise grade solutions with security and governance.

Microsoft is a partner-led organisation, bringing innovation to customers through a large partner ecosystem. PwC are business and technology experts with an extensive Luxembourg client base and an in-depth knowledge of the industries. The combination of the two thus makes them natural partners in this domain. The PwC x Microsoft collaboration brought to life the Gen AI Business Center where customers go on their journey from inspire and envision to co-create and adopt. Thanks to this approach, they can concretely identify what can be done with GenAI, the potential impact in their business, how to define the new ways of working, and how to measure the value with appropriate key performance indicators.

The pace of change, fueled by GenAI, in areas such as technology adoption and business operations is very high, and traditional methods of change management are not sufficient to keep up. The very essence of organisations must become more agile, more versatile, and more able to embrace change frequently. Some organisations will experience a widening divergence between what is possible with GenAI and what their teams are capable of embracing. How this divergence is managed may become a defining feature of which organisations go on to flourish.

If PwC as a company is taken as an example, they are their biggest credential: they implemented Copilot at scale across all functions paving the way for an AI led organisation (first GenAI use cases have revealed an acceleration of more than ten times in the productivity of some functions). There are several challenges with implementation, especially surrounding data — quality, organisation, access, labelling, storage, regulation, and security. The list goes on, and both organisations admit that, yet quite advanced, they are also on a learning curve.

What does the future hold for this collaboration?

Corentin commented, “Even if we’re already closely working together, this is just the beginning of our collaboration, we intend to deliver more and more together for our clients”.

Christelle echoed the optimism, “It is the start of a long-term journey with a lot to do and a lot to learn. AI is here to stay and we believe that the headline for 2026 will be Microsoft and PwC: a shared vision for Agentic AI.”

Corentin Huot, Digital Services Manager, PwC Luxembourg

Christelle Souaileh, Partner Technology Strategist, Microsoft