Leading through uncertainty has become one of the defining challenges for today’s CEOs. The findings of PwC’s 29th Annual Global CEO Survey - Albania and Kosovo Edition is based on insights from 47 CEOs operating in Albania and Kosovo, highlighting a business community navigating rising complexity while remaining focused on longterm value creation. CEOs across the region are operating in an environment shaped by economic uncertainty, geopolitical tensions, and rapid technological change. Confidence may be softer in the short term, but leaders are not slowing down. They are reshaping their businesses and how their teams work, understanding that adaptability is key to staying competitive.
Balancing Short‑Term Caution With Long‑Term Confidence
Confidence in revenue growth over the next 12 months has softened, with 49% of CEOs describing themselves as very or extremely confident, reflecting economic uncertainty, inflation, and geopolitical risks. However, confidence is stronger when CEOs look three years ahead, with 55% expressing strong confidence in their longer-term growth prospects.
This highlights a clear dual focus: addressing immediate challenges while still moving forward with longterm strategy. For many leaders, the goal is not only to manage uncertainty, but to come out of it in a stronger position.
AI at the center of transformation
Artificial intelligence is no longer just being tested, but it is now being put into practice. CEOs in Albania and Kosovo report relatively strong AI use across their organizations, particularly in support functions, customer-focused activities, and decision making. This reflects growing confidence in using AI not only to improve operations, but also to support leadership and strategy.
The financial benefits of AI are starting to appear, especially on the revenue side. Around three in ten CEOs (29%) report revenue increases linked to AI, while others are still in early or scaling phases. This underlines an important point: technology alone does not create value. Real impact depends on strong execution, good data, and clear alignment between AI initiatives and business priorities.
CEOs expect AI to change the way people work gradually rather than lead to sudden disruption. Junior roles are seen as more exposed to automation, although only around one in five CEOs (21%) in Albania and Kosovo expect a decline in junior positions, significantly lower than in other regions. At the same time, around 30% of leaders expect job creation at junior and mid-levels, highlighting the importance of re-skilling and role evolution.
Looking ahead, the main challenge is not reducing headcount but building the right capabilities. Limited access to AI related skills remains a concern, reinforcing the need for continued investment in people, training, and learning.
Where CEOs see growth and where the gaps remain
More than half of CEOs say their organizations have expanded into new sectors over the past five years. Technology is the main area of focus, followed by real estate and a number of traditional industries. Compared with peers in the region and globally, CEOs in Albania and Kosovo appear more selective, focusing on areas that best fit their strategy.
Innovation is widely seen as essential, but turning ambition into action remains a challenge. While many organizations place innovation at the heart of their strategy, fewer than one in ten report having wellestablished innovation structures, governance, and risk appetite in place. Closing this gap will be important for maintaining a competitive edge.
Views on risk vary across regions, but inflation, cyber threats, technological change, and access to skills stand out as key concerns for CEOs in Albania and Kosovo. Trustrelated issues are present but not yet widespread, with Responsible AI and transparency becoming increasingly important topics for leaders.
Climate considerations remain at an early stage of integration. Only around one in five organizations consistently factor climate issues into areas such as product development, supply chains, or investment decisions. As expectations from regulators and stakeholders continue to rise, making faster progress in this area will be critical.
Conclusion
This year’s CEO Survey shows a region that is cautious in the short term, but confident about the future. CEOs in Albania and Kosovo are continuing to invest in AI, diversification, and business change, often moving at a pace that compares favorably with regional peers.
Organizations that act decisively to improve execution, strengthen governance, build innovation capability, and better integrate sustainability will be best placed to earn trust, manage risk, and create longterm value in an increasingly complex environment.
Download
PwC's 29th Annual Global CEO Survey - Albania and Kosovo Edition
Artificial intelligence services
Significant cost savings? Groundbreaking products and services? Empowering your people to do more, better, faster? AI delivers these outcomes daily.
Value in motion
AI, climate change and geopolitical shifts are reconfiguring the global economy. We’ve mapped where value is moving over the next decade, so you can build a future-ready business to capture it.
