How Responsible AI can improve business and preserve value: PwC

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Accelerate innovation and strengthen trust in AI solutions

Responsible AI AI adoption is accelerating across industries at an unprecedented pace, propelled by advances in foundation models, generative capabilities, and emerging agentic systems, alongside traditional machine learning and analytical technologies that have been in use for decades. Leaders are betting big on AI to help drive transformation and are investing heavily to evolve core practices and identify new revenue streams. Enabling the integration of these technologies into workflows, business processes, as well as new service offerings—at scale – often requires a high degree of reliability, strong governance and monitoring, and accountability.

Prototyping has never been easier but scaling AI and doing it responsibly has never been harder. It requires thoughtful design, engineering, and risk management. Building proof-of-concepts is easy; building quality, viable, and valuable AI-enabled processes and services is hard – and requires an accompanying holistic approach to AI governance.

PwC helps leaders operationalize Responsible AI with scalable, practical, and technology-enabled offerings. We help address model performance—and the infrastructure, data, security, and compliance requirements that surround them—so governance becomes an accelerator, not a brake. This enables organizations to balance speed and trust with transformation needs as they move from experimentation to enterprise level adoption and long-term value.

Nearly 60% of executives say Responsible AI boosts ROI and efficiency, and 55% report improvements in customer experience and innovation.

Source: PwC's 2025 Responsible AI Survey Companies are increasingly faced with tough questions: Are your AI initiatives proceeding at the pace you need them to — or are they falling behind your ambition?

What measurable value are you getting from your AI investments — and how are you tracking it across your business?

Is your AI strategy fully aligned with your broader business objectives and long-term vision? 

How do your AI applications reflect your company’s policies and values?

How do you manage risks associated with the adoption and use of AI?

Can you confidently explain and document how your AI governance, risk management and compliance processes work?

Do you feel confident in your third-party AI tools? 

Are you respecting your customers’ and other stakeholders’ privacy rights?

Your answers should start and end with Responsible AI.

How PwC can help We help our clients build AI programs designed to efficiently assess and address risks, proactively respond to AI requirements and develop and implement sustainable processes — so you can accelerate innovation while building trust and preserving value.

AI governance, inventory, and risk stratification AI evaluation LLM observability Red teaming and deepfake detection Regulatory readiness Assurance for AI We help you build foundational AI governance capabilities and operationalize them through Model Edge, a PwC product, to effectively inventory and triage AI use cases based on risk profile, expected business value, and strategic priorities.

Whether using agents, third-party tools, building internal applications, or leveraging AI-as-a-service, independent evaluation is essential for user and customer trust. We assess AI solutions, the infrastructure that houses the solutions – and any existing internal testing frameworks – for alignment with quality, stated business objectives, industry leading practices, regulatory requirements, and compliance standards.

Our solution plugs into your existing tools to provide real time monitoring and logging of interactions between users and LLM-based AI solutions to help detect hallucinations, model drift, quality, compliance issues, and costs.

We help identify security, safety, and privacy risks present in AI systems through automated and tailored adversarial testing that leverages the tactics used by malicious actors, including the creation of deepfakes for social engineering purposes.

The AI regulatory landscape is rapidly evolving and becoming increasingly complex. We help with requirements identification, compliance assessment, and the creation of a governance framework – complete with mitigations and controls – to help drive regulatory compliance.

We deliver independent assessment services helping organizations build trust and demonstrate effective operations of their AI systems:

Custom controls-based attestation services AI transparency reviews Responsible AI in action At PwC, we’re our own case study — transforming our own business, at scale, across all our functions to better understand how to serve our clients. We are taking advantage of the transformational nature of AI to achieve more by putting the technology directly in the hands of our people and our clients. Our goal is to integrate AI into our capabilities and tools to drive tangible, practical benefits — while confirming its responsible use. Interested in learning the benefits? Contact us today.

Delivering Responsible AI: Insights for risk leaders Our new series delivers practical guidance to help you manage AI’s complexity with confidence. Explore key actions across third-party risk, data governance, regulation, model testing and more — all through the lens of Responsible AI. Explore the series {{filterContent.facetedTitle}} {{contentList.loadingText}} {{item.videoDuration}} {{item.publishDate}} {{item.title}} {{item.text}} {{item.videoDuration}} {{item.publishDate}} {{item.title}} {{item.text}} {{contentList.loadingText}} 0)"> 0" class="btn btn--transparent collection__load-more" ng-click="contentList.loadMoreLocal()" ng-class="{primary: (!contentList.useInfiniteScroll && contentList.moreResultsLink) || (contentList.useInfiniteScroll && contentList.moreResultsLink && !contentList.hasNextLocal)}">{{contentList.loadMoreLabel}} {{contentList.viewAllLabel}} Related services Model Edge Artificial Intelligence Emerging Technology Future of work in the age of AI Strategy in the age of AI Contact us

Jennifer Kosar

AI Assurance Leader, PwC US

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Rohan Sen

Principal, Data Risk and Responsible AI, PwC US

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Shawn Panson

Assurance Transformation Leader, New York, PwC US

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