AI in commercial operations

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PwC’s AI in commercial operations whitepaper highlights an evolving commercial ecosystem, where startups innovate with focused AI-native tools and technology giants embed AI into widely used platforms like CRM and ERP systems. One insight explored in the whitepaper is CEOs realising they need to change their thinking from “if” their organisation should adopt AI to “where and how fast” - not so they can gain an advantage, but to remain competitive in their market. This shift mirrors the broader transformation of commercial strategies, processes, people, and technology described in PwC's The future of sales: Building for the next era whitepaper."

Dive into concrete, proven commercial AI applications including:

• AI customer service agents: Automating 30–50% of first-line queries to improve customer satisfaction and reduce costs.

• AI sales assistants: Saving sales reps 1–2 days per week by automating administrative tasks and improving data quality - a critical step toward rebalancing the sales operating model from today's 40/60 selling-to-administration ratio to an 80/20 one, as detailed in PwC's The future of sales: Voices from the room whitepaper.

• Agentic order automation: Streamlining order intake processes, reducing errors, and accelerating workflows.

• AI contract and pricing management: Recovering 2–4% margin leakage through proactive renewal insights.

• AI pricing execution and sales enablement: Boosting revenues by 3–5% with real-time pricing guidance.

• AI knowledge management agents: Enhancing information accessibility, reducing handling times, and improving self-service outcomes.

The benefits of AI in commercial functions are real, measurable, and within reach today. Yet, the true differentiator will be organisational readiness. Success won’t come from just deploying AI tools, but from preparing your people, processes, and structures to leverage these tools effectively.

Starting now isn’t about chasing technology trends; it’s about securing your future competitiveness. PwC’s CEO surveys underscore a unanimous message from world leaders: AI is a present-day necessity, and the cost of waiting is falling behind.